The Influence of Publishing——A Comment on Yu Dianli's What Is Publishing
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Abstract: Publishing activities take the combination of social and economic benefits as an important principle, and emphasize the primacy of social benefits. In the book "What is Publishing", Mr. Yu Dianli proposed the concept of "influence". From the perspective of the publishing industry, editing activities, book marketing, media integration, cultural education, and reading experience, the essence and laws of publishing were analyzed. Carry out layers of revealing. By analyzing the key factors that affect the influence of publishing, and exploring the significance of social benefits to the healthy development of the industry and enhancing the international competitiveness of Chinese culture, the author has reached a new level in the interpretation of the "two benefits" of the publishing activity. height.
Keywords: publishing influence, social benefits, content, competition for king culture.
The impact of this article published in the October 2019 issue of Publication and Research lies in its social benefits, which is a long-term reflection of the value of publishing. The economic and social benefits of publishing complement each other, without separation, but always based on the latter. The publishing influence economy is built on influence. ① The dialectical unity of social and economic benefits in the publishing industry is already a commonplace. Mr. Yu Dianli still occupies a considerable amount of space in his book "What is Publishing" (July 2018, Communication University of China Press)? Explaining the balance between the two, the concept of "influence" was introduced to remind people that the fundamental significance of the publishing industry lies in this, and the top priority of social benefits cannot be abandoned.
Impact is an important assessment content of a publishing unit. It is embarrassing that there are various models of economic benefits for quantitative comparison, but it is difficult to have a concrete measure of social benefits. In 2015, the State issued the "Guiding Opinions on Promoting State-owned Cultural Enterprises to Put Social Benefits First and Realizing the Unity of Social and Economic Benefits", mentioning that "cultural enterprises must provide spiritual products, spread ideological information, and shoulder the mission of cultural heritage. We always insist on putting social benefits first and realize the unification of social and economic benefits. "" Clarify that the evaluation weight of social benefit indicators should account for more than 50%, and quantify the social benefit assessment into political orientation, cultural creative production and services, In specific indicators such as audience response, social impact, internal systems, and team building, "the responsibility of cultural enterprises to create social benefits was clarified from the national top-level design level, and the needs and trends for establishing impact evaluation indicators. Some scholars believe that the social benefits of publishing are composed of four aspects: guidance, communication, influence, and credibility. The evaluation indicators are not divided here. According to Mr. Yu's reference, they are collectively referred to as influence.
The vitality of the publishing industry lies in the content of publications. "Content is king" as the core of the publisher's work has never wavered. The reason why the social benefits of publications are increasingly valued must be found at the source. Emerging new technologies have accelerated the speed of copying works and disseminating content, but culture itself can only be produced through creation, so that good works will last forever and be passed down from generation to generation. It is the professional ideal of all publishers to change from selling to long-selling. . If there is a strong commercial operation behind the best-selling books, the long-term benefits brought by the long-selling books to the publishing industry are to wash away the elements of advertising marketing and purely prove the influence of the publication's ideological content and aesthetic value. . Some works failed to attract enough attention after they came out, but in a later era, they suddenly caused a stir, because the opinions of the times are difficult to be understood by contemporary readers. The Soviet writer Smirnov Sokorsky, who wrote The Story of the Book, said, "Sometimes even the oldest books can be transformed and talk to you as a modern person." These are described as The long-awaited "Sleeping Beauty" works have an inherent idea, which will resonate at some opportunity sooner or later, and then exert a huge and lasting social benefit.
In the digital age, information floods and floods, and a large amount of useless and even wrong information distracts people's energy. At this time, publication is like a huge screen that intercepts the useful parts from the information flow and processes them, matching them with The illustrated illustrations and designs eventually formed a book, or a record of the immortality of human civilization, or a bold prediction of the future world. Informatization and digital technology have brought new productivity to the publishing industry, and are in a rising period of prosperity. "Digital publishing" has become a hot topic in the industry, but it must be understood that knowledge communication media technology is always the appearance of the publishing industry, and publications It is the content that determines the value of the industry. The updated form of cultural products meets people's growing cultural needs, and the content that is truly consumed and exchanged has never changed. The mission of publication editors lies in the selection and interpretation of information. The publication of the manuscript means that the content in it has been screened and processed and passed the assessment of accuracy, scientificity, and ideology. ② "Protection of publications has a positive and healthy The key to influence lies first in the choice of content and then in the interpretation of the content. "Mr. Yu believes that publishing is inherently subjective. No matter how the book is delivered, it is most important for readers to benefit from it, and it is also the lofty ideal of practitioners.
Publishing influence can also be understood from the perspective of education-either the acquisition of knowledge or the sentiment that it can inspire, and even inspire and heal wounds. Culture distinguishes human beings from other animals and becomes the nature of human nature. ③ The gain of humanistic cultivation comes from education, which is derived from personal reading and practice. So-called "read thousands of books, walk thousands of miles" also. The value of books as a carrier of cultural dissemination is to expand the influence of book content. Maum summarized this influence as "the only thing that is important in a book is its significance to you." Extending from the individual to the group, culture is the characteristics and signs of the existence of a group, which is manifested in the established norms of behavior within the group. "The culture of a nation is basically reflected in the way of thinking and behavior of that nation. Advanced forms are expressed as values, while behavioral methods include lifestyle, production, management, and service. " The state promotes the prosperity of its own culture through various educational policies, promotes the improvement of the quality of the whole people, and builds schools and trains teachers as concrete measures to improve educational capabilities, but these influences are far less than the social benefits brought by the publishing industry. Book publishing is an education method that is not limited in object and time and space. The all-inclusive publication content covers the essence of countless human civilizations. After professional editing and processing, it is presented as accurately and positively as possible. public.
On the one hand, reading is a personal matter, an individual self-improvement, but it is undeniable that reading itself has the quality of communication. If multiple people read the same book, then the content of this book has begun to spread. Dynamic Process. As the clouds flow, the influence of books from points and faces, from the individual reading experience to the group's ideological exchanges, to the overall cognition of the society, is constantly spreading and expanding. "The thinking of a few people has become a group idea. Group thinking has become social thinking, and publishing has played a key role. " This influence will not remain stable and stable, it may be cut off by obstacles established by the outside world, or it may be gradually evaporated and dried up due to the limitation of value. Some overly "light" content disappears without a trace, making people unaware of it. The traces that once existed, and the really heavy substance with connotation will definitely leave water stains and become a guide to guide the advance of civilization, and it will become a "classic".
Up to now, if you want to measure the publishing influence of a country, you can't bypass the topic of international communication. As an international circulation product, the influence of copyright is not limited to the domain. The book "What is Publishing" interprets the characteristics of the industry from the perspective of publishing practice and attempts to analyze the publishing industry from an international perspective.
In the past 30 years, the domestic publishing industry has developed rapidly. Opening up and transforming, marketization and internationalization are the main characteristics. In 1992, China acceded to the Berne Convention for the Protection of Literary and Artistic Works and the Universal Copyright Convention, and the book publishing industry began to conform with international standards. The obvious changes brought by it are, first of all, the substantial increase in the number of translated books, the increase in the number of categories, and breakthroughs in genre themes, which have unprecedentedly prospered under the background of copyright and diversification. Although accession to the Convention has increased the cost and difficulty of copyright and the original introduction of zero cost no longer exists, such pressure of "international chemical fees" has also urged the domestic publishing industry to tighten the improvement of the copyright system and industry standards.
Nowadays, it is already a buyer's market for surplus books. This phenomenon is not only a manifestation of cultural prosperity, but also inevitably intensifies competition between publishers. The introduction of foreign best-selling books has become the usual means of income generation in the industry. The copyright trade has unprecedentedly flourished. His works have poured into the country, enriching the reading list of domestic readers, and making the public's experience of different national cultures more three-dimensional and diverse.
Thought is the highest demand and pursuit of human beings, and culture is an important symbol for differentiating nations. "When the world ’s hunger and poverty are basically resolved, the cultural identity as a national or national symbol or symbol rises to the main contradiction." While human beings continue to compete for geographic space and resources, the efforts to maintain the independence of culture or even to spread it within a larger geographical space and population have made the cultural dispute also a major contradiction at the same time. " Absorbing the world's outstanding cultures with an open mind, conducting cultural communication with other peoples, opening up horizons, and learning from each other. Cultural integration has become an irresistible trend of the times. Publishing is an important link in this process. It is the mission of the publisher to protect their own value system, as well as to protect the value system and cultural foundation of the nation, to help the excellent Chinese culture go abroad and spread to other countries and regions, so as to enhance the attractiveness and competitiveness of Chinese culture. "In order to continuously improve the international dissemination of Chinese publishing and Chinese culture, establishing strategic partnerships with well-known foreign publishing institutions to promote two-way publishing has become an effective way to improve the 'going out' of Chinese publications and the cultural dissemination of Chinese culture. "④ As the general manager of the Commercial Press, Mr. Yu mentioned several times in the book" What is Publishing "that the current international cultural competition is fierce. He hopes that the industry will pay more attention to improving the soft power of the country's culture and let the Chinese nation The unique cultural connotation has gained more recognition from the international community. It must not only be introduced, but also exported, to conduct cultural exchanges with other countries in a balanced and equal manner. The Commercial Press has also been committed to cooperating with publishing organizations such as the Dutch Waco Group, Germany's Deguyte Publishing Company, and the United States' Sage Learning Group, signing copyright input and output agreements, introducing a certain number of copyrights in each other's works, and strengthening the alliance. , In-depth cooperation, take advantage of the trend, integrate their development into the international environment of cultural integration, accept challenges, but also draw energy, providing a rare reference for peers in the publishing industry.
Notes ①②③④Yu Dianli. What is publishing? [M]. Beijing: Communication University of China Press, 2018: 80, 253, 324, 83.
(Author: School of Information Management, Nanjing University)

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