数字时代下农村图书出版的“全媒体”思维

“All Media”Thinking Mode in the Rural Books Publishing in the Digital Age

随着手机等新媒体在农村的广泛使用,农民的认知结构、阅读习惯和思维方式正在悄然发生改变。传统图书出版中的"单媒体"思维缺少对农村受众的互动调查,同质的传播内容无法适销对路。在图书运营过程中,也存在发行渠道单一,鲜有图书推介制度和促读活动的问题。此外,在农村图书产业链的下游,衍生产品开发不够,城乡产业缺少互动又进一步降低了农村图书出版的效益。为满足农村市场和农民的多元化需求,最大化地提升农村图书出版产业链的效益,必须摒弃落后的图书出版思维,树立农村图书出版"全息"、"多元"和"互动"等"全媒体"思维,加强对农村读物的受众互动调查和多元选题开发,整体规划农村图书产品,建立政府引导下的营销网络,加强城乡互动沟通,深度开发农村图书出版衍生产品,并通过提升农民媒介素养教育促进农村全民阅读。

With the extensive use of mobile phones and other new media in rural areas,farmers ’ cognitive structure,reading habits and ways of thinking are quietly changing,however,traditional book publishing in mode of ＂The single media＂cannot meet the growing needs of the rural market for lack of rural audience interactive survey,its single issue channel,less promoting activities etc. In addition,in the lower reaches of rural book industry chain,the development of derivative products is not enough,and the lack of interaction between urban and rural industries further reduce the efficiency of rural book publishing. In order to meet the diverse needs of the rural market and the farmers,publishers need to develop ＂all media＂mode,holographic,multiple and interactive while enhancing farmers’ media literacy education so as to improve efficiency in the rural books publishing market.