主题出版与全民阅读的关系与协同发展策略

The Relationship and Coordinated Development Strategy of Theme Publishing and Nationwide Reading

文章是就主题出版与全民阅读的关系与协同发展策略展开的深度对谈。两位对谈人结合各自的学术背景和工作实践,针对全民阅读和主题出版的发展现状及存在的问题、全民阅读与主题出版的内在关系,以及如何促进主题出版与全民阅读协同发展展开深入讨论,并达成如下共识:自2014年起,国家对全民阅读重要性的认识不断深化;全民阅读的本质是人民群众应当“享受阅读带来的乐趣”和应该享有的“文化权益”;主题出版要把握好方向导向,坚持科学的精神、文化的力量和出版的规律,打造让大众喜闻乐见的出版物;主题出版要坚持全程营销和阅读服务,利用各种新媒体扩大作品的传播范围;主题出版和全民阅读是相互依存、相互支撑的,一方面主题出版对全民阅读具有引领作用,另一方面全民阅读也对主题出版起到积极推动作用,赋能主题出版;全民阅读是检验主题出版效果、拉动主题出版物销量的重要方式之一,同时驱动出版单位提升选题策划水平;数字化阅读是主题出版和全民阅读协同发展的枢纽;主题出版和全民阅读的协同发展将有力推进书香社会建设,并在建设中华民族现代文明中发挥积极的作用。

This paper provides a deep conversation on the relationship and coordinated development strategy between theme publishing and nationwide reading.Based on their own academic backgrounds and work practice,two experts conduct in-depth discussions on the current development status and existing problems of nationwide reading and theme publishing,the internal relationship between nationwide reading and theme publishing,and the ways promoting the coordinated development of theme publishing and nationwide reading,and reach the following consensus:since 2014,the state has deepened the understanding of the importance of nationwide reading;the essence of nationwide reading is that the people should'enjoy the fun of reading'and should enjoy the'cultural rights';theme publishing should grasp the direction orientation,adhere to the spirit of science,the power of culture and the law of publishing,and create publications that are popular with the public;theme publishing should adhere to the whole process of marketing and reading services,and use various new media to increase the scope of dissemination of works;theme publishing and natiowide reading are interdependent and mutually supportive:on the one hand,theme publishing plays a leading role in natiowide reading,and on the other hand,natiowide reading also plays a positive role in promoting theme publishing and empowering theme publishing;nationwide reading is one of the important ways to test the effect of theme publishing and boost the sales of theme publications,and at the same time,it drives publishing units to improve the level of topic selection and planning;digital reading is the hub of the coordinated development of theme publishing and nationwide reading;the coordinated development of theme publishing and nationwide reading will effectively promote the construction of a reading society and play an active role in building the modern civilization of the Chinese nation.