新媒体对我国出版传播要素的影响

Impact of New Media on Communication Elements of Publishing Industry

以数字技术和网络技术为支撑的新媒体对我国出版业已产生巨大的影响。随着受众阅读需求的变化,出版业的经营模式、管理策略以及人才结构也在不断发生改变,出版业已经开始数字化转型。新媒体的快速发展对我国出版传播要素也产生深远影响。本文以传播学为视点,总结了新媒体传播的五大特点,分析新媒体对我国出版传播要素(传播者、传播内容、传播渠道、受众、传播效果)的影响,并提出在新媒体出版方面的建议,为我国出版业在新媒体背景下更好地传播提供参考。

New media based on digital technology, network technology and multiple communication technologies have a great influence on the publishing industry in China. As the audience demand changes, the management mode, management strategy and talent structure of publishing industry also change, and the publishing industry has begun digital transformation. The rapid development of new media also has a profound impact on communication elements of publishing in China. Therefore, in this paper, from the viewpoint of communication science, five characteristics of new media communication were summed up, the impact of new media on the communication elements of publishing was analyzed （communicators, communication content, communication channels, the audience, the communication effect）, and suggestions about the new media publishing were put forward, which provided references for China＇ s publishing industry to communicate better in background of new media.