The evolution logic and value of digital publishing

In recent years, my country has successively introduced the "Outline of the Strategic Implementation of the Internet", "Outline of Digital Economy Development Strategy", and "Implementation Opinions on Promoting Deep Integration and Development of Publishing", and promotes the development of digital technology, digital industries and digital publication in all aspects Essence However, problems such as monopoly in the digital industry market have also triggered widespread discussion. Combing and reviewing digital publication roads, it is very important to explore the value logic and purpose of digital publishing in the development of the digital economy.

Digital publishing features

At present, the digital publishing, driven by new technologies such as cloud computing, big data, blockchain, artificial intelligence, etc., has gradually formed five development stages of electronic publishing, online publishing, data publishing, intelligent publishing and smart publish There is a certain evolution trend between publishing.

The first is that the integration of technology has gradually increased. Initially, electronic publishing and online publishing were used as the primary form of digital publishing. The technology was only publishing carriers and communication medium. The contents of the publication rely on discs, network servers, etc. and the Internet (Wanwei.com) as a medium carrier. Entering the intermediate stage of data publishing and intelligent publishing, in addition to the publishing technology as a medium, adding additional functions such as data storage, editing, and sharing have also been added to gradually realize the application of intelligence and refinement of services. Typical representatives at the stage have successively developed data processing functions such as the "Academic Involved Literature Sales System" and "Network Public Opinion Monitoring System" to provide users with new knowledge services. At the advanced stage of smart publishing, the technical form is closely integrated with big data and artificial intelligence, so that digital publishing forms services that meet the needs of user intelligent reading and knowledge retrieval. At this point, digital publishing has completely broken with traditional publishing in publication models and forms.

The second is the gradual improvement of technology dominance. From the initial electronics publishing to the development of smart publishing, a clear change is the ability to dominate technology. The initial electronic publishing manifestations were dependent on technology carriers, while smart publishing requires the realization of the intelligent dominance of technology to achieve technical intelligence dominance. That is to use "dominance technology" as the technical ethics appeal, to achieve more intelligent publishing, reading and use services, so that users can enjoy more personalized, differentiated and efficient knowledge services. In recent years, there are winners with "content as king", such as Caixin News represented by high -quality content, as well as winners of "channels", such as WeChat reading, Huawei reading, etc. In the era of digital publishing, "content" and "channels" are not the sufficient conditions of the king. Digital publishing competes for the operation capabilities of technical domination as the core. Who can reduce the threshold of technology and allow users Can improve service capabilities in dominance technology.

The impact of capital logic on digital publication has gradually appeared

Due to the combination of formats and technology, digital publishing has the possibility of capital logic that affects the operation of the format. In recent years, the integration of digital publication and technology has become higher and higher, the demand for technology dominance has become stronger, and the impact of capital logic on digital publication has gradually appeared. Especially with the technologies such as artificial intelligence and other technologies to the publishing industry, the dominance logic of digital publishing has become more capital.

Digital technology is the core asset of the capital market to enter the publishing industry, and it is also the core competitiveness of the contemporary information society. There are many factors of co -deeds between digital technology and capital logic. Frequent and deep interaction between them can not only promote the integration of the factors of the digital industry in modern society, but also the root cause of many modern issues.

Digital technology and capital have monopoly attributes. The informatization, intelligence and intelligence of digital technology are easy to form intensive orientation. When digital technology is applied to the industrial scale, the characteristics of digital technology in terms of data processing, collection, and computing are more likely to generate the capital market in terms of scale The need for intensive effects. Compared to the traditional publishing industry, digital publishing is easier to build a copyright "moat" under the blessing of digital technology. In recent years, Tencent, Netease, Ali, etc. have entered the digital music publishing market, and they value the "premiums" generated by the exclusive copyright model, copyright authorization agreement, and copyright charges. On the other hand, the reason why Taoist Baba and Baidu Library did not improve much of the market, mainly because the intensiveness has not yet achieved the "large and comprehensive" of the capital market.

The operation of data technology is highly consistent with the profitability of capital. Technology, knowledge, and information are the decisive production factors for the scarcity of the digital publishing industry, and the early investment of these elements requires a lot of financial support. Therefore, the large -proportion of the profitable beneficiaries of the digital publication is the owner of the digital copyright and the operator of the digital technology, not the copyright owner. The high investment and high return of digital technology drive the investment pace of the capital market.

The cultural form derived from data technology is favored by the capital market. The strong cultural expression shown in capital logic is manifested in rational tools, which is often referred to as "tool rationality". In the development of capital, the rationality and capital logic of tools are a pair of relationships with each other. Digital technology, as the forefront of scientific and technological means, is also a carrier of technical rationality. It has the rational characteristics such as accuracy, standardization, and systematic tools. Digital publishing platforms such as online reading and mobile reading are so concerned about the traffic market's attention to traffic. The traffic is the basis for advertising, application promotion, and attracting high -quality works. It has market value with traffic. On the surface, traffic indicators are the result of technical use. In fact, it is determined by the business model, which reflects the close relationship between technical preferences and capital in the Internet era. However, the rationality of tools is easily alienated under the conspiracy of capital logic and modern technology. For example, under the drive of "Flow theory", some digital publishing applications are extremely pursuing irritating fast food reading, and continuously break through the value of pornography and violence in the promotion packaging to attract reading. This approach not only squeezes some of the publishing and dissemination of deep works, but also is not conducive to transmitting the correct social value orientation. Digital publishing value -based adjustment goals

Technology is not neutral. Marx revealed the value of technology as early as the Communist Manifesto. Because technology is a key element in the capital market, the value adjustment of digital publishing can be attributed to the balance of "use technology" and "control technology". Under the current situation, how to "accelerate the development of deep integration of publication and build a new publishing and communication system in the digital era" is not only a technical orientation issue, but also a value orientation issue.

Technology and funds have an important supporting role in digital publication. Although the integration and development of the publishing industry cannot be generalized with the "technical decision theory", the support role of major technologies cannot be underestimated, and technology often starts to the market and becomes the core force of capital into the media industry. Fund is also an important support for publishing integration. It is necessary to accelerate the development of deep integration of publication and build a new type of publishing and communication system in the digital era. It is necessary to stimulate the supporting role of technology and funds.

But at the same time, we must also recognize the impact of capital power on the economy and society. Marx said: "Capital is a bourgeois society that dominates all economic power." While allowing capital and technology to play a role in supporting and publishing integration, it is necessary to prevent it from being alienated into a double -edged sword dominating digital publishing orientation. At present, the trend of technology dependence and dominance is more prominently manifested as the monopoly of the capital market for publishing technology. Some technical forces of improper use of data assets seriously affect the principles of fairness and justice of knowledge services.

It is necessary to clarify the dialectical relationship between digital technology and economic development. Therefore, in promoting the integration and development of the publishing industry, it is necessary to use the capital market and technical forces to promote development, but also standardize and improve the supervision of the capital market and technical forces to achieve efficiency and fairness.

(Author Unit: Academy of Interpretation of the University of Foreign Trade, Guangdong)

Source: China Social Science Network-Journal of Social Sciences of China

Author: Yin Lifei

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