新技术环境下阅读演进研究:趋势、特征与应对

The Evolution of Reading in A New Technological Environment:Trends,Characteristics and Countermeasures

探讨新技术环境下阅读演进的规律和趋势,有助于出版企业更好地适应阅读需求变化带来的挑战,抓住机遇实现转型升级。在对新兴技术力量和阅读心理行为特征进行系统梳理的基础上,文章指出技术环境变革不仅影响阅读心理和行为,驱动阅读需求朝多元复杂的方向演化,而且高度多样化的阅读需求和偏好结构反过来也会影响出版企业的经营创新。同时,在分析关键技术及其影响的基础上,探讨阅读对象的富媒体化、阅读过程和效果的数量化、阅读的消遣性和娱乐性、浅表性阅读和社交型阅读等阅读活动的特征和规律,并从核心业务布局和核心资源配置的角度提出若干对策建议和应避免的误区。

It is helpful for publishing enterprises to better adapt to the challenges brought by the change of reading demands and seize the opportunity to realize the transformation by exploring the laws of reading evolution.On the basis of systematical analysis of the emerging technology and the characteristics of reading,this article points out that the change of technological environment not only affects reading psychology and behavior,but also drives the evolution of reading demands towards the direction of diversification and complexity,and the highly diversified reading demands and preference structure will in turn affect the management innovation of publishing enterprises.On the basis of analyzing the key technology and its impact,this article explores features and laws of publication,such as the mediatization of reading objects,the quantitative management of reading process and its effect,and the entertainment and recreational reading,as well as the superficial reading and social reading.This article puts forward some countermeasures and suggestions from the perspective of core business layout and core resource allocation.