出版科学 ›› 2023, Vol. 31 ›› Issue (4): 52-.

• 出版学 出版工作 • 上一篇    下一篇

从出版到跨媒体叙事 :数字时代的出版业发展

  

  1. (上海交通大学人文学院,上海,200240)(《上海质量》杂志社,上海,200052)

  • 出版日期:2023-07-15 发布日期:2023-08-05
  • 作者简介:季丹,经济学博士,上海交通大学人文学院副教授、硕士生导师 ;郭政, 管理学博士,《上海质量》 杂志社教授。
  • 基金资助:
    本文系国家社会科学基金艺术学重大项目“文化大数据的共享机制研究”(17ZD07)、国家社会科学
    基金重点项目“文化产业数字化生态系统构建与治理策略研究”(AZD057)的部分成果。

From Traditional Publishing to Transmedia Storytelling: the Development of the
Global Publishing Industry in Digital Era

  1. (School of Humanities, Shanghai Jiaotong University, Shanghai, 200240)(Shanghai Quality,
    Shanghai, 200052)
  • Online:2023-07-15 Published:2023-08-05

摘要:

旨在围绕数字化生态环境下,探讨国内出版业的跨媒体叙事的发展。从跨媒体叙事发
展历史入手,在文献综述的基础上,探讨出版业跨媒体叙事概念的构成的五个主要要素,探讨包
括多点、多网构建的内容体系、开放融合的运营系统、内容价值共创、独特的受众体验与受众关
系等在内的商业模式基本特征,讨论出版业的构建跨媒体叙事理念、鼓励作者身份的转变、构建
跨媒体叙事下的粉丝圈及借助元故事,实现 IP 品牌的价值共创等跨媒体叙事运营策略,为中国出
版业的数字化发展提供借鉴与参考。

关键词:

Abstract:

This study aims to describe the development of transmedia storytelling in the global
publishing industry. Based on the literature review, the five main elements of the concept of
transmedia storytelling are discussed in the publishing industry in the digital ecological environment.
And also the study explores the basic features of the business model including the content system
built by multiple centers and networks, open and integrated operation system, content value co
creation, unique audience experience and relationship, etc. We also give suggestions including
constructing the concept of transmedia storytelling in the publishing industry, encouraging the
transformation of authorship, building fan circles, and realizing the value co-creation of IP brands
with the help of meta-stories for the digital development of China’s publishing industry.

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