Research on Digital Publishing of Art Books

Research on Digital Publishing of Art Books
田雯轩 192030106


Outline
introduce

-1.1 Literature review

-1.2 Research significance
-1.3 Research Methodology
2. Necessary conditions for digital transformation of art book publishing under the background of converged media
2.1 Development Overview
2.2 Online Aesthetic Education
2.3 Changes in reading habits
2.2 Obstacles faced
2.2.1 Market Status
2.2.2 Information update speed
2.2.3 Environmental pollution
2.2.4 Reading experience
2.3 Advantages of digital publishing of art books
2.3.1 Immediacy
2.3.2 Convenience
2.3.3 Interactivity
3. The direction of transformation
3.1 Book Publishing Mode
3.2 Quality of book content
3.3 Interactive Network Platform
4. Problems to be solved
4.1 Copyright Protection

in conclusion

The advent of the digital age has had an impact on traditional forms of publishing, but it has also brought opportunities for new forms of media publishing, which have had an impact on the publishing industry as a whole. As an important part of the publishing industry, it is necessary for the art book field to explore new forms and make an effective digital transformation to adapt to the general publishing environment. Along with the continuous improvement of China's art education level, the concept of art appreciation is gradually gaining popularity, and people's demand for art books is gradually growing, providing favorable conditions for the digital development of art books. This paper analyzes the constraints on the development of traditionally published art books and the advantages of new media publishing, and proposes some implementable development strategies for the digital publishing of art books.

I. Research significance
1. Promote the excellent Chinese traditional culture
Chinese traditional culture has a long history and is profound and profound. From ancient times to the present, countless popular masterpieces have emerged in the level of literature and art. But if the excellent culture is not well inherited and carried forward, it will become the lack of history and the regret of the nation. Engraved printing, overlay color printing, movable type printing, and then later type printing, the traditional publishing industry model of rapid development and optimization, until the industrial age of photocopying can not fully meet the daily needs of people. With the rapid speed of information transmission and the surge of information in the digital era, people have tended to paperless office and materialized reading, and the impact of the Internet on the publishing industry has penetrated into every aspect. In ancient times, Xuanzang went from Chang'an to Tianzhu to get scriptures, and it took half a lifetime to make the culture between the two places to interact. Today, we can talk to people across the ocean through Internet data transmission and get information from all over the world at the first time, thanks to the digital achievements in the Internet era. Some art forms with physical carriers can be mailed around the world through traditional printing and publishing, but they cannot avoid losing timeliness over long distances. And in today's era of information explosion, people often have little patience to wait, so in order to spread, then we need to improve the speed of transmission. Making good use of the Internet will not only enable Chinese traditional art to be well preserved, but also spread in a convenient way to anyone who wants to know about it. This certainly plays a vital role in the extended penetration of Chinese culture. Young people rely more on electronic products compared to traditional publications, and digital transformation by optimizing the publication form of art works is an effective means to make traditional culture re-disseminate.

2. Improve the aesthetic quality of the Chinese nation

The development of art in China has a long history and has been deepened and extended along with the development of human civilization. Due to its own characteristics, art is closely related to all aspects of our lives in this era, affecting the development of personal aesthetic cultivation of the nation and the development of China's aesthetic education, with the public increasingly focusing on the cultivation and improvement of their own artistic qualities and the huge potential of the art consumption market. Art publishing and aesthetic education are complementary to each other. Along with the continuous penetration of China's aesthetic education and the overall improvement of people's living standard, we gradually change from low-level material needs to high-level spiritual needs according to the demand pyramid. The original "high and low" and "high barriers" of art appreciation has gradually come into the public view, and gradually realized the mass. Excellent art works for aesthetic education, not only play a role in appreciation, more or a social function. People can appreciate good art works to cultivate their personal sentiment and enhance their ability to feel beauty and appreciate it. The appreciation of good art works plays a guiding role for people's senses, so that more people can feel the cultural charm through art works, and then extend to the real life, when seeing the beautiful scenery or any small thing around can use the thought outside the fixed thinking to think, to feel, to maximize the feeling of beauty, more to the real life to produce longing or reflection, which is also a way to strengthen people's spiritual strength This is also a way to strengthen people's spiritual power, which plays a vital role in the development of a healthy personality and a stable society. As publishers, we should undoubtedly do something to meet the needs of the public in this area and provide them with appropriate art books.
3. Enhance cultural confidence and strengthen cultural soft power
A nation's culture can not be erased in the long history, and can show infinite charm even now and in the distant future, without the strong support of art communication and publication. For example, the traditional arts of Chinese painting and calligraphy, which are the most internationally renowned in China, have been preserved by generations of artists and have become a unique form of art that is well known to the world. The dissemination of this culture to the outside world also plays an indispensable role in the enhancement of China's cultural soft power. Book publishing is an important carrier of cultural dissemination, and with the promotion of national strategies and the increase of people's attention to the art field, the internationalization of art books has begun to become one of the new goals of book publishing.
In-depth research on content optimization, publishing formats and marketing strategies of art books can help improve the readability and influence of art books, more accurately and richly disseminate Chinese art knowledge and culture, and thus make the publishing business better serve China's cultural strategy. For example, the book "Luo Shen Fu" is a famous piece of diction written by Cao Zhi, a literary scholar of the Three Kingdoms period. The scene of Luo Shen coming out of the water, falling in love at first sight, the gathering of immortals, and finally Luo Shen leaving in despair is recreated. Such a clever combination of Chinese culture and art has contributed to the development of Chinese culture.
The necessity of digital transformation of art books
Second, the conditions of digital transformation background
1. Development Overview
Although the digital era has brought a huge impact on the publishing industry, and also impacted the traditional publishing industry, it has also brought new development opportunities for the publishing industry, and art books have also got new development ideas. According to the China Publishing Yearbook (2019), the total number of art books in 2018 was 28,488, ranking 5th among all book genres (total 24), and compared with 2017, the total print run increased by 8.25%, the total print run increased by 11.06%, and the total amount of pricing increased by 15.74%, which were all in the top among 24 book genres. (1) This shows a positive trend in the development of art book publishing in the publishing industry. Although the figures for art books in traditional publishing formats are impressive, they are still not maximized. With the rapid development of digital technology and the popularity of the Internet, the way people read, communicate, and access information has changed dramatically. All kinds of publications such as text, pictures, sound, video, etc. are undergoing digital transformation. The popularization of the Internet and the development of various reading mobile terminals have continuously enriched the carriers of digital publications and expanded the dissemination channels of digital publications. At present, the digital publishing industry has impacted on the traditional publishing industry, and the publishing industry is constantly developing and transforming into digital. Art books have certain special characteristics, but to get further development still can not be separated from the general environment of the digital trend, must adapt to the environment in order to obtain a vigorous survival.

2. Online aesthetic education

The online education industry has grown rapidly in the context of the epidemic, and almost every student of school age during this period has received online education. However, the publication of digital teaching materials to accompany it has not kept pace with the development of online education. Many college students are unable to get paper textbooks in a timely manner due to epidemic control, which is a great inconvenience for teaching. With less teaching materials for art courses, students are unable to appreciate and learn in depth, which brings pressure and blow to the academic development of students in special environments and the overall development of their personal moral, intellectual, physical, and aesthetic development. Aesthetic education and art publishing are mutually reinforcing and mutually influential, and a problem with one of them can lead to a vicious circle, a situation that no educator or publisher would like to see. In this regard, we can refer to the experience of Pearson Education Group in the UK on digital teaching materials and draw valuable and implementable solutions to promote online art education and the digitalization of art teaching materials in China.
3. Change of reading habits
China's art publishing in the general environment of new media has not kept pace with the times to receive the corresponding attention with the degree of cultural deepening. In the era of information explosion, people are concerned about efficiency, and the social atmosphere is no longer like that of the Tang and Song dynasties. People gradually lose the patience to learn the art forms such as qin, chess, calligraphy, painting, singing and dancing in depth, and it is difficult to read a book completely out of hobby as people did in the past. In most cases, people read more purposefully. It is hoped that more nutritional value can be drawn from the limited time available for reading. The rapid development of society has also led to cultural impatience, people no longer simply go to see art works to enjoy the art life, they hope that reading can bring them a new skill or a new experience. In order to meet people's growing cultural needs, the publication of art books should also keep pace with the times, and should no longer stick to the past achievements, but should adapt to the rapidly developing environment.
Obstacles faced (traditional art books)
1. Current market situation
With the advent of the digital communication era, the advantages and disadvantages of traditional art books on paper have become more apparent. First of all, paper books can restore the original works of art to the greatest extent, so that readers can feel the mood and thoughts of the original works more truly. But because publishers not only have to take into account the user's sensory experience, but also to control the cost of publishing books, in this choice between emotional value and economic value, as businessmen often prefer to reduce the quality of printing, compressed production costs, to sacrifice some book texture and details to maximize economic efficiency. As a result, the flipping experience we expect is also greatly reduced, and can no longer be a favorable condition that can support the survival of art paper books in the general environment. Digitally published art books have a much better reading experience than their predecessors, for example, web-based reading or public delivery methods can be expanded to include audio, video, and interactive instructions in addition to text and images, greatly increasing the richness of the book's content and assisting readers to better integrate into the reading process and read in depth. Digital books can be set up through the system, adding some guided questions and answers, pop-up chat and other forms of interaction, providing readers with a way to explore their own thinking and a platform to understand the views of others. Paper books are one-way knowledge input, while digital books are multi-dimensional thinking interaction, which is more conducive to readers' thinking and in-depth thinking. It helps to develop reading habits and increase interest in reading. Compared with digital art books, traditional art books will be under more pressure, and changing the publishing format is the most directional solution to alleviate the problem.

2. Reading experience

In terms of reading convenience, paper books also have no advantage over digital books. Although some people are still accustomed to the feel of paper books when turning pages, it is not as convenient when they urgently need to find certain content. There are books that are hundreds or thousands of pages thick, and unless you manually record which page you need, it will take a lot of time and effort to find it again. Digital books, on the other hand, thanks to the use of big data, cloud space, and intelligent search tools of artificial intelligence, can push content that may be of interest to users based on their usual reading habits with precision. Save unnecessary time to discover new information. And when reading e-books we can use the software to retrieve the entire book content and quickly locate where the desired content appears. The emotional value and reading experience brought by these good aspects drive people to prefer digital books.
3. Speed of information update
Slow information change and high cost
As we all know, the process of paper book publishing is very complicated and needs to go through a lot of process layers, behind the smooth publication of each book is inseparable from the huge human, material and financial resources support. In the Internet era, we are receiving information updates and iterations every day, and people have long been satisfied with the limited amount of information that a book can bring, which requires the publication of books to have a certain vitality, and the slow update speed is unacceptable today. Faced with the long review process and high printing costs of paper books, it is not that publishers are not willing to give a response to update the content in a timely manner, but by the constraints of the form they can not do timely additions. Unless there are major errors in paper books, they will not consider reprinting them in a short time. Since the audience of art books is relatively small and special, even if some new contents are added, the sales after reprinting are not guaranteed to be better than the first printing. But the difference between digitally published books is that they are not limited by printing costs and the market, and can be revised and updated regularly, saving costs and better meeting readers' urgent need for new information.

4. Environmental pollution

Art books are special, because the audience is very specific and has certain limitations. Coupled with the high cost of four-color printing, poor quality paper and good quality paper printing out of the effect of the naked eye can see a huge gap, so the choice of paper is not to be negligent, can not reduce the quality of paper to compress costs. All these reasons together make the cost of paper art books is high, with the rapid development of the economy in this day and age, the cost of human and material resources is also rising day by day. Publishers have no choice but to increase pricing to maintain the revenue generated by current publishing, which is why art books are often expensive. This is a big reason why many readers who do not have a hard need for them are discouraged and give up buying them after thinking about it. To prevent books from lagging under high prices, publishers reduce the number of books printed and reprint batches accordingly.
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