Abstract:

New media based on digital technology, network technology and multiple communication technologies have a great influence on the publishing industry in China. As the audience demand changes, the management mode, management strategy and talent structure of publishing industry also change, and the publishing industry has begun digital transformation. The rapid development of new media also has a profound impact on communication elements of publishing in China. Therefore, in this paper, from the viewpoint of communication science, five characteristics of new media communication were summed up, the impact of new media on the communication elements of publishing was analyzed (communicators, communication content, communication channels, the audience, the communication effect), and suggestions about the new media publishing were put forward, which provided references for China’s publishing industry to communicate better in background of new media.