Since the Eighteenth National Congress of the Communist Party of China, under the guidance of General Secretary Xi Jinping's important expositions on propaganda and ideological work, especially the spirit of the series of important speeches on "strengthening Internet thinking and integrated development concept" and "promoting media integration to develop in depth", media integration and publishing integration have achieved leapfrog breakthrough development. At the beginning of this year, the State Press and Publication Administration issued the "Development Plan for the 14th Five-Year Plan period of the publishing industry", which clearly listed "significantly improving the digital level of content production and communication" as the key goal of the "14th Five-Year Plan" period, further highlighting the consensus of integrated development. As the most important section of the publishing industry, how theme publishing can create a unique and effective road of integrated development and better play a leading role in publicizing the great process of theoretical innovation and practical innovation in contemporary China requires the joint answer of the whole industry.
In recent years, the publishing industry has made a variety of arduous explorations, competing to launch a large number of digital masterpieces of thematic publishing. A large number of key theme books are simultaneously equipped with e-books, audiobooks, video books, and VR books, such as the Audiobook of the People's Publishing House and the Learning Publishing House "Thirty Lectures on Xi Jinping Thought on Socialism with Chinese Characteristics in the New Era", the digital image of the "Grand Canal Through Time and Space" of the China Encyclopedia Publishing House, etc.; the initial scale of innovative digital products such as APP and database, such as the People's Publishing House's "Chinese Communist Party Ideological theory Resource Database" and "Party Member Small School Bag" APP. It has made useful attempts to enrich the categories and forms of thematic publishing.
To deepen the integration and development, it is necessary to deeply understand the content advantages of theme publishing and the inevitable requirements of integrated development, and expand the influence of mainstream ideology and public opinion on the Internet. At present, the refresh of media technology to reading methods continues to accelerate, and the changes in the communication environment can be said to be new with each passing day, and while continuing to explore, we need to face up to the challenges of two aspects.
On the one hand, high-quality content can only produce value and meaning if it reaches the reader and penetrates the hearts of the people. The content of the theme publication is very extensive, including theoretical, academic and professional works, as well as readable popular works. The target audience includes cadres of party and government organs, scientific and technological and cultural workers, as well as workers, peasants, students, and a considerable number and scope of overseas readers. How to make meaningful and valuable content interesting through rich publishing products, meet the reading needs of different readers, provide a good reading experience, let readers subjectively recognize and accept, and be willing to "pay the bill" is the "pain point" that publishing practitioners should focus on solving.
On the other hand, high-quality content can only gain the wings of growth if it is good at borrowing power and widely disseminating. With the rapid expansion of the scale of Internet users, digital content has become the first source of information for the majority of readers, especially young readers, electronic reading, mobile phone reading, "listening and reading" continue to rise and continue to iterate, in the process of moving fingers or even "closed eyes" reading, reading boundaries and scenes are constantly rewritten. How to make good use of the new communication means of mobile Internet to enhance the breadth and strength of the dissemination of theme publishing content, to quickly cover and deeply lock the majority of Internet users as much as possible, is not only a new opportunity for the high-quality development of the publishing industry, but also a strong challenge to publishing workers, only with a sense of crisis to learn and explore, flexible response, in order to promote the theme publishing integration to in-depth development.
Actively "follow" the changes in readers' reading habits, and continuously update the content production model with the user as the center
Some people say that in the context of deep media integration, reading has evolved into a profound sensory experience. This means that readers will be more "picky" and more diverse in terms of content selection. The thematic publishing integration work of publishing units should not only keep up with the overall situation of the work of the party and the state, accurately grasp the development trend of publishing integration, but also need to grasp the dynamic needs of readers and make effective responses.
First, based on the characteristics of the reader's differentiation, the content theme is diversified and expanded. Judging from the development of theme publishing in recent years, especially the practice of celebrating the 100th anniversary of the founding of the Party and the integration of party history study and education, to take into account the age, preference, acceptance, etc. of different reader groups, we should start from the diversification of the subject matter, excavate potential creative resources and materials from multiple angles, on this basis, select suitable expert authors, give sufficient creative time, and carefully polish fine works, so that not only can the content better adapt to the reader's reading interest, but also effectively avoid following the trend of publishing and homogeneous content. Reflect the originality of publications, and constantly enrich the form of integrated publishing.
Second, based on the multi-scene needs of reading, the form innovation of content performance is carried out. After years of exploration, we have found that the theme published content should avoid boring and theoretically interesting, inseparable from the in-depth and fine processing of the content, and the digital reading terminal supports rich content expression forms, which properly carries this function and is a convenient way to meet the reading and use needs of different scenarios. Specifically, on the one hand, the innovative forms that have been put into use continue to deepen and make them more suitable for reading scenes, for example, audiobooks read aloud from the original text are gradually extended to audiobooks such as expert explanations, interviews, and multi-person scenarios to enhance the expressive appeal of the content. On the other hand, we dig deep into the needs of reading scenes, actively provide corresponding products, and broaden the reading space. For example, the production of PPT courseware for teaching special party lessons, posters for various information display screens with two-dimensional codes that can link to complete digital content, etc., through the diversification of forms of expression, make the content closer to readers, adapt to readers, and satisfy readers.
Third, based on the update iteration of information technology, to create a personalized reading experience for readers. Advanced technologies such as mobile Internet, big data, and artificial intelligence can be used to reshape the theme publishing process and optimize management methods, and can also insert scientific and technological wings for good content, generating moderate reader stickiness, which is a strong promoter for the integration and development of theme publishing. For example, to create a communication platform, the use of user portraits to accurately capture the needs of readers, continue to provide readers with their interests in the subject matter, favorite content forms; extend knowledge services, the use of artificial intelligence to transform the "needle in a haystack" into "readily available", so that readers can easily and quickly obtain knowledge, understand knowledge, use knowledge, and improve the reading experience. In this regard, the Party member education database of the People's Publishing House has covered the intelligent Q&A of Party affairs work and reference cases of Party building activities, and has accumulated preliminary experience.
Actively adapt to the changes in the communication pattern, and continue to change the concept of publishing with the focus on improving communication power
The traditional theme publishing book dissemination mainly relies on the distribution system, and in the communication chain, there are mainly bookstores, book buyers (buyers), and readers (users), which is a one-way communication. In the era of digital reading, a new role of communicators (sharers) has emerged in the communication chain, and an effective communication may be formed through a sharing of social media, which is different from one-way communication, which is a fission-type communication of one-to-many and many-to-many. Each reader audience may be a potential communicator, and may attract more potential readers (communicators), forming a multi-dimensional "no end" of the communication chain, of course, the continuation of this chain of growth and leafy premise is that there is good content, as long as the content has enough attraction, it will continue to spread, resulting in a strong fission-like influence. Being in a new communication environment requires publishing practitioners to be good at grasping the trend, making good use of the "fission" communication characteristics, so that new technology empowerment can become the largest increment of theme publishing, and seize the commanding heights of mobile Internet communication.
First, it is necessary to accurately judge the "role positioning" of different individuals on the communication chain, distinguish the positioning of content disseminators, purchasers and users, use the advantages of multi-form publishing of the same content to achieve tailor-made content, build a secondary communication effect, and adapt to the differentiation of Internet communication.
Second, it is necessary to take reader research as a regular work, find out the influence of various communication channels in different audience groups, understand the habits and preferences of readers in receiving information, and carry out targeted content delivery to adapt to the precision of Internet communication.
Third, we must deeply cultivate the practicality of the content and stimulate the enthusiasm of user participation. Grasp the characteristics of everyone is a content producer, under the premise of controlling the publishing orientation, with open services to attract the majority of readers and users to participate in the production of theme publishing content, to provide platforms, materials, tools, carriers, etc. for their creation, so as to stimulate the creative enthusiasm of the majority of users, produce more grounded and fresh works, and adapt to the differentiation of Internet communication.
Allowing the majority of users to participate in the production of theme content is the future trend of the development of theme digital content, which can not only expand the theme content creation group, but also form more grounded works, while the content creators themselves are also the best communicators, which can effectively disseminate to the surrounding population. The same content theme will become more and more creators, the genre and discourse style of content display will become more and more abundant, and the coverage of dissemination will become more and more extensive, which will help achieve the goal of making high-quality content gain great vitality and wide influence.
In short, making every effort to insert the wings of integrated development for theme publishing is an innovative move for publishing units to implement the spirit of General Secretary Xi Jinping's series of important instructions, and an effective strategy to keep up with the pace of the times, meet the needs of the audience, and adapt to the requirements of society.
(The author is deputy secretary of the Party Committee of the People's Publishing House)
![Reading and listening to books can be selected at will The Yunshang Library in Chongqing Liangjiang New Area was officially launched[fig]](data:image/gif;base64,R0lGODlhAQABAIAAAP///wAAACwAAAAAAQABAAACAkQBADs=)