Reconstruction of Chinese Ancient Books Publishing Mode under the Background of Digitization
This is an era of change. Since the 1990s, the digital wave triggered by the booming of emerging media represented by computer storage technology and network communication technology has strongly eroded every corner of social civilization, imperceptibly affecting people's behaviors and thinking habits. , changing the existing social structure. The social soil, cultural environment and means of communication that the traditional publishing industry relies on for survival and development have also undergone major changes, and the original publishing model has been seriously affected. Although the ancient book publishing industry has its own industry specificity, it has not been spared. How to deal with the challenges brought by the digital wave is a real problem that every ancient book publisher must face.
I. The challenge of the traditional ancient book publishing model
Needless to say, the traditional publishing mode of ancient books is inwardly convergent: in terms of publishers, it is mainly based on dozens of professional ancient books publishers in the country; in terms of readers, it is mainly for researchers and enthusiasts of literature and history; In terms of channels, it mainly relies on the centralized ordering of orders, the order delivery and the bookstore marketing network. Constrained by congenital factors such as strong professionalism, small audience, long production and sales cycle, ancient books publishing is in a relatively weak position in the highly competitive book market. Under the impact of the new round of digital publishing, the competitive pressure on it has further increased.
First, the commercialization of the publishing subject makes the professional ancient books publishing house not only face the "eating" of the ancient publishing market by comprehensive publishing houses, university presses and other industry publishing houses, but also dealing with a large number of digital publishing technologies. The aggressive "invasion" of competitive technology providers. According to the traditional industry division, some digital technology providers that were not originally in the publishing industry have just entered the field of ancient books publishing and have achieved good results.
There are also many potential market entrants who are constantly growing. This kind of new ancient book publishing company has established a firm foothold in the ancient book publishing market with its digital publishing technology and modern enterprise management methods and market operation mode. They rely on the rare resources of the ancient books of the library, or participate in research and development by researchers engaged in literature and history, or jointly establish electronic research institutes with university research institutions, and digitally digitize commonly used basic books through large-scale and systematic methods. The needs of professional researchers. The products they develop occupy a large market share for large users such as libraries and research institutes. With the cooperation with libraries and professional researchers, from the supply of ancient publishing resources to digital publishing, to online distribution to group users or individual users, technology providers can completely complete the entire ancient book publishing activities. If the future professional ancient books publishing house cannot actively respond, there will be potential danger of being marginalized.
Second, for the purpose of preserving ancient books, public welfare libraries have also joined the ranks of ancient books. It is true that the main responsibility of the library is to protect ancient books, but the means of protection are both original and regenerative. The so-called regenerative protection, that is, copying and disseminating the contents of ancient books by means of microfilming, scanning, photocopying, etc., is essentially the same as the publication of ancient books. With the shift of the focus of library work, the regenerative protection of ancient books has been highly valued by the state. The “Chinese Reconstruction and Rare Projectâ€, which was officially established in 2002 and undertaken by the National Library, plans to use large-scale and systematic reproduction of the libraries and universities, autonomous regions, and municipalities directly under the Central Government, universities, and scientific research systems. A rare book of rare books from libraries and even museums. This is actually a large-scale system publishing project. In 2007, the first phase of the project has completed the publication of a total of 758 kinds of 899 letters and 8990 copies of rare books in the Tang and Song Dynasties and the Jin Yuan series. The second phase has completed 556 kinds of ancient books and plans to use another three years. Basically completed the publication of the Ming and Qing volumes [1].
In addition to the traditional publishing field, the digitalization of ancient books in the library community is also in the ascendant. In 1996, the Shanghai Library launched the construction of the “Song Yuan Shanben Full-text Databaseâ€. It plans to digitize the rare books in the collection and realize the Internet service in phases. The “Handa Library†developed by the Chinese University of Hong Kong Library provides nearly 100 million words. The full text of ancient books and 18,000 pairs of video materials; relatively speaking, most of the libraries in mainland China have just completed the database construction of the ancient books and bibliographic data of the collections. The development of the full-text database is limited to a small scale (see Table 2), but the development prospects are limitless. . Some academic institutions have also participated in the digital publishing of ancient books. For example, the Hong Kong Polytechnic University has developed the “Chinese ancient book online publishing platformâ€, which aims to enable more rare ancient books to be available to libraries, schools, institutions, companies and individual readers through the Internet. Use [2] anywhere. The “Chinese Electronic Document Database†developed by the Institute of History and Language of the Central Research Institute of Taiwan provides a total of 374 million words of ancient texts. Although this kind of public welfare digital products of ancient books is not for profit, it offsets the readers' demand for ancient books to a certain extent, and changes the structure of the traditional ancient book market, and its influence must not be underestimated.
Third, digital ancient books have adapted to the trend of national network reading, providing tools to assist academic research, and are highly competitive in the market. According to the "Fifth National National Reading Survey" released by the China Institute of Publishing Science in 2008, the Internet reading rate in China was 44.9% in 2007, up 17.1% from 27.8% in 2005; knowing or hearing about e-books The reader population accounted for 47.4% of the respondents' total [3]. With the popularity of the Internet, people's reading methods have undergone major changes, and digital ancient books have just adapted to this change. Moreover, digital ancient books provide more than just a book, a database, but an academic tool and a research platform. It not only provides a variety of content-related knowledge tools, such as online ancient Chinese dictionary, year and AD calendar year comparison table, historical official sequence list, family lineage table, in-law relationship table, place name history table, person name number table, etc. Provide statistical information on the number of words, word frequency, word frequency of ancient books, probability statistics of character style characteristics, convergence of reference data; can also provide interfaces of different versions than reconnaissance pairs, convergent display of different characters, automatic annotation and reading of pronunciation, online punctuation And other functions. These tools, information and functions have not only greatly improved the research conditions, but also brought about innovations in research ideas and research methods. Once professional researchers form this tool dependence psychology, it will have a subversive impact on the traditional ancient book publishing model.
Fourth, the digital publishing of ancient books has made a qualitative leap in the distribution method by means of the Internet, and has won a broader market. The traditional issuance method of ancient books mainly relies on the so-called main channels such as ordering, ordering and delivery, bookstore distribution, etc. In today's book market, the shortage of funds, the reduction of issuing stores, the high return rate, and the return of funds are faced. The rate is low. Compared with the traditional ancient book distribution model, the network distribution of digital ancient books has the advantages of low cost, zero inventory and high timeliness. The online version of the electronic ancient books does not require a physical library, and only needs to establish a mirror site in the user terminal, which is low in cost, and also creates conditions for information interaction between the reader and the publisher, the reader and the reader. More importantly, digital ancient books are easier to organize and manage content, and it is easy to provide personalized content products. It can provide a large and massive comprehensive database, and can also conveniently and quickly organize the provision of various topics and album materials. It can also develop online version products for group users such as university libraries and research institutes, and also provide CD-ROM versions for individual users. , mobile version and U disk version and other forms of products.
Second, the reconstruction of Chinese ancient books publishing model
Although the history of the development of the world media has proved that the emergence of any new medium is impossible to completely extrude the old media into the historical arena. The birth of each new medium is complementary to the existing media, but in the face of digital publishing. The rise of the ancient books publishers, if not able to respond correctly, with the emergence of new competitors and alternative products, the loss of readers and the shrinking of the market, its market position will be difficult to maintain. In the face of challenges, the ancient books publishers should consider more about how to avoid passively, but how to learn from emerging technology forces, reconstruct the ancient book publishing model, and achieve the integration of traditional publishing and digital publishing.
1. Publishing subject: cooperation and integration of three forces
The so-called fusion here refers to the redefinition of industrial boundaries triggered by technological changes [4]. For the ancient book publishing industry, the first is the adjustment of the main structure of the publication. The situation of the professional ancient books publishing house will be broken, and the public welfare library and the profitable technology provider have grown into two forces that cannot be ignored in the ancient publishing industry. The multiplicity of the identity of the publishing subject must bring about the diversity of the value orientation of the ancient books. As a public institution's library, its activities of publishing ancient books are more about the responsibility of preserving national culture, and the pursuit of social benefits; technology providers are chasing the maximization of commercial profits and the expansion of industrial scale, so-called Economic benefits; the ancient book publishing house has just experienced the dual identity of the business unit and the enterprise unit, and naturally becomes the communicator and collaborator between the two. The cooperation and integration of the three also coincides with the publishing philosophy of “unification of social benefits and economic benefits†that we have always advocated.
The cooperation and integration between publishing houses and libraries and technology providers is based on reality. After all, the ancient books publishing house has many years of experience in the industry, and has accumulated strong strength in editing power, topic selection planning, publishing norms, cultural brands, etc. The library has an unparalleled advantage in ancient books publishing resources. According to incomplete statistics, there are 27.5 million ancient books preserved in the national library system, of which more than 2.5 million can be included in the rare books, which is enough to make up for the inferior and repetitive shortcomings of the traditional ancient books. The library's senior experts in the identification and organization of ancient books are also valuable publishing human resources; technology providers have irreplaceable advantages in digital publishing technology, capital operation and investment, and e-commerce marketing. Through cooperation and integration, they can fully achieve the purpose of resource sharing, complementary advantages, and mutual benefit. During the “New China Ancient Books Organizing and Publishing Achievements Exhibition†in September 2003, more than 30 ancient books publishers and more than 50 libraries from across the country jointly organized the “Collaboration Conference on Publishing and the Library Communityâ€, on the issue of publishing cooperation. Extensive research has reflected the unprecedented spirit of cooperation in the publishing, publishing and collection of ancient books [5]. There have been many successful cases in the industry, such as the electronic version of Wenquange Sikuquanshu, which was invested by Hong Kong Dizhi Culture Publishing Co., Ltd., supported by Shanghai People’s Publishing House, National Library and other partners. Beijing Shutongwen Digital Technology Co., Ltd. was developed; the "Chinese Ancient Books Basic Library" was proposed by Peking University for creativity and planning, produced by Beijing Ai Rusheng Digital Technology Research Center, and finally published by Huangshan Book Society.
The integration of the ancient book publishing industry will inevitably bring about the recombination of the elements of ancient books publishing and the redistribution of publishing income (see Figure 1). With the publishing process as the main line, the topic selection planning stage is the starting point of cooperation and also the key stage, because only after the three-party game is published, the topic of cooperation can be agreed upon. After the topic is determined, it is to raise and organize publishing resources. The funds are mainly from the investment of publishing houses and digital technology companies, because the public welfare of the library determines that it can not make commercial investment (but it also needs to obtain the proceeds of publishing to make up for the investment in ancient books), and the ancient books are published. The selected rare books are mainly provided by the library and are published after being collated by content experts. It should be emphasized that digital publishing of ancient books is not simply a copy of ancient books, but should be in the category of ancient books and academic research [6]. Therefore, in the specific publishing process, content experts in the field of topic selection should be responsible for the version. Examination and selection, collation and annotation of text, design of publications and functions, etc. are dominant, not by editors or technical experts. The relationship between content experts, editorial experts, and technical experts is like the relationship between architects, engineering supervisors, and construction workers. In terms of distribution methods, traditional channels and network channels are parallel, to meet the needs of different types of readers.
2, the publishing process: the transition to a cross-media radial process
The traditional ancient book publishing is based on the paper media book, and is operated according to the process of editing, printing and distribution. This linear process of a single medium is compatible with traditional publishing methods. However, in the digital age, the publishing style has undergone major changes, from paper-based books to content management as the core, and the entire publishing industry has shown a trend of integrating into a wider range of content industries. The so-called content industry, the European Union "Info2000 Plan" defines it as "the industry that manufactures, develops, packages and sells information products and services", which covers the printed content (newspapers, books, magazines, etc.) spread on various media. , audio and video electronic publication content (online database, audio and video products, electronic games, etc.), film and television content (television, video, radio and cinema). To adapt to this transformation, the ancient book publishing industry means that it must break through a single form of paper media. The ancient book publishing unit will also transform to content providers, and the traditional readers or audiences will gradually evolve into content consumers. Along with this shift, the traditional ancient book publishing process will also shift to a cross-media radial publishing process (see Figure 2).
The core of the digital publishing process of ancient books is content management, which includes the production, organization and provision of ancient books. It is mainly realized by related key technologies, including: content information indexing and recognition technology based on natural language, knowledge search engine technology. , data mining technology, database technology, and open digital content editing platform, digital content pre-review platform and renewable digital resources multiple development platform and other technologies. Only when the ancient publishing unit adopts the management system with digital content as the core, the traditional editing, printing and sending links will be changed. This is the so-called “process reengineering†[7].
3. Publishing products: the unification of tools and content
Traditional ancient books have two major functions: one is to serve humanities academic research; the other is to spread Chinese excellent traditional culture. Under the digital background, the basic functions of ancient books publishing have not changed, but the ways of implementing functions and publishing concepts have changed a lot. Future ancient books will no longer be books in a pure sense, but a perfect combination of modern tools and traditional content. For the different needs of researchers, faculty and general readers of literature and history, this unified tool and content can provide a corresponding research platform, teaching platform and cultural leisure platform.
The digital ancient books will permeate the information represented by hundreds of millions of Chinese characters in the digital meridians, so that the words can be checked and the sentences can be checked into reality; digital ancient books can also be embedded with relevant knowledge tools and information measurement tools to provide instant access to readers. Service; through the deep revealing and semantic association of the text content of ancient books, valuable knowledge can be extracted from a large number of hidden, previously unknown and potentially useful information to achieve the purpose of knowledge innovation. Therefore, it is no longer a book in the original sense, but a research platform that integrates text content, knowledge tools and research methods. Digital ancient books can also be embedded in the distance education network to provide a professional teaching platform for teachers and students through remote access and self-service learning. With the help of various multimedia technologies such as plane image, 3D animation, stereo sound, virtual reality, etc., digital ancient books can bring people a full range of spiritual experience from the senses, and build a cultural leisure platform for people. All of this is the innovation of the ancient book publishing product design concept in the digital context.
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