The new media marketing in the Chinese book publishing industry:

Abstract

Book presenters have become a key role in the publishing industry because their influence on children and young people is to promote reading and Book consumption. Based on 12 months of digital ethnography, in participatory observation, we tracked 25 presenters, including not only live broadcast activities, but also early publicity, short video release and other cyberspace content, and conducted semi-structured interviews. Using Pierre Bourdieu’s field and capital concept, we analyzed how the presenters negotiated and cooperated with the publishing industry . This paper describes China’s publishing industry’s challenges in the context of digitalization, describes the status of recommendation anchors in the platform, and how they relate to the actors, politics and affordability of the platform, and analyzes the impact of the cooperation established by the tiktok and the publishers. This study helps to understand how platformization enables new agents to transfer capital from social media to other cultural industries. 1-13-recommended-book-anchors-publishing-industry-and-tiktok-ecosystem-2 下载 Pages: 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 Share this: Share on X (Opens in new window) X Share on Facebook (Opens in new window) Facebook