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与传统出版业相比,数字出版的传播方式和传播效果更为复杂,这一方面是由于数字出版产业的扩张速度不断加快,另一方面是由于其社会效果正广受关注。从产业经济的角度来看,数字出版的生产流程是一个链式结构,从上游企业到下游企业,再到规模庞大的终端用户共同构成了完整的产业链。如果把这个产业链按照传播学理论来分解,这个链式结构也是一种链式传播方式,从传播源头的出版企业到传播归宿的消费者,构成了复杂的社会传播形态。从当前我国数字出版的发展现状来看,这种传播链条和效果明显区别于西方,具有历史的独特性和国情的独特性。
Compared with the traditional publishing industry, digital publishing has a more complicated mode of dissemination and dissemination. This is partly due to the ever-accelerating expansion of the digital publishing industry and the fact that its social effects are attracting much attention. From the industrial economy point of view, the digital publishing production process is a chain structure, from the upstream business to downstream businesses, to the large end users together constitute a complete industrial chain. If this industrial chain is disaggregated according to the theory of communication, this chain structure is also a kind of chain transmission, which forms a complex form of social communication from the publishing firm that spreads the source to the consumer who spreads its destination. Judging from the current situation of the development of digital publication in our country, this chain of communication and its effect are obviously different from those in the West. They have the unique historical features and the unique national conditions.