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以互联网和手机为代表的新传播技术的迅猛发展,导致新的出版形态不断涌现。而且,各种媒体日益成为“牵一发而动全身”的大传媒集合体。这场传播革命已影响到科普图书出版,本刊2009年第2期郭晶的文章即探讨了新媒体环境下的科普出版策略,有兴趣的读者不妨一阅。本文重点探究纸质科普书的选题策划问题,从文本风格、读者定位、市场竞争、资源开发、品牌延伸、版权贸易、媒介互动等不同角度,概括出科普图书选题策划的十大法则。其实,这些基本原理完全适用于当下——不管是大众文化时代、读图时代、个性化时代,还是市场竞争时代、全球化时代、多媒体时代,只要有心、用心,就能策划出形式多样、满足受众需求的科普作品。
The rapid development of new communication technologies represented by the Internet and mobile phones has led to the emergence of new forms of publishing. Moreover, all kinds of media have increasingly become the mass media complex that leads the whole body. This dissemination revolution has affected the publication of popular science books. Our article, No. 2, 2009, by Guo Jing, explores the popular publishing strategy in the new media environment. Any interested readers may wish to read it. This paper focuses on the planning of the topic selection of the printed books of science, and summarizes the ten rules of the planning of popular science topics from the aspects of text style, reader orientation, market competition, resource development, brand extension, copyright trade and media interaction. In fact, these basic principles are fully applicable to the moment - whether in popular culture, reading, personalized or market competition, in the era of globalization and in the multimedia era, as long as they are determined and motivated, they can formulate diverse forms of contentment Audience needs popular science works.