出版转型:“三联中读”APP的媒介可供性分析

Publishing Transformation: Media Availability Analysis of “SanliangReading” APP

在技术赋能的同时,意味着收益锐减、日渐冷门的传统出版品牌迎来了转型升级的机遇与挑战。无论是数字出版,还是智能出版,都代表着出版行业与新媒体碰撞出了火花。国内出版品牌转型的基本路径为调整内容结构 + 渠道布局。本文选择了国内具有代表性的“三联中读”APP作为研究对象,运用文献分析法与个案研究法,分析出版品牌转型升级产品的内容生产可供性、社交可供性和移动可供性的实现情况。研究发现,在生产可供性方面,“三联中读”重点在于内容生产与呈现;在社交可供性方面,其涉及情感表达与协调链接功能的实现;在移动可供性方面,“三联中读”APP主要使用基于音频构建的场景化产品。

At the same time as technological empowerment, it means that traditional publishing brands, whose revenues have plummeted and become increasingly unpopular, are facing the opportunities and challenges of transformation and upgrading. Whether it is digital publishing or intelligent publishing, it means that the publishing industry has collided with new media. The basic path for the transformation of domestic publishing brands is to adjust the content structure + channel layout. This paper chooses the domestic representative “SanlianReading” APP as the research object, and uses the literature analysis method and case study method to analyze the realization of content production affordability, social affordability and mobile affordability of publishing brand transformation and upgrading products. The study found that, in terms of production affordances, “SanlianReading” focuses on content production and presentation;in terms of social affordances, it involves the realization of emotional expression and coordination link functions;in terms of mobile affordances, “SanlianReading” APP mainly uses audio constructed scenario-based products.