2013年2月1日星期五

焦点新闻-新浪科技: 汉王书城总经理：数字出版从忘记纸书开始

焦点新闻-新浪科技

科技焦点新闻

汉王书城总经理：数字出版从忘记纸书开始
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Feb 1st 2013, 08:45

电子书若单纯复制纸质书，注定没有出路。
　　汉王书城总经理陈少强
　　有一个有趣的怪现象：在使用阅读器或者其他移动终端阅读电子书的时候，往往会勾起人们对纸书的怀念，并指责电子书没有翻页的快感、失去了原有的板式、甚至没有墨香。于是电子书的开发者为了迎合读者的情感，拼命模仿纸书的排版、模仿翻页效果，甚至翻页的时候还要隐隐看到背面的文字等等……但不管怎样努力，不仅无法阻止甚至更加剧了读者对纸书的怀念。有人还在想能不能让ipad看看书时候也能发出油墨的味道，只能说这不仅走偏了，而且偏到沟里去了。道理很简单，你模仿的再像，也终究是一场模仿秀，越像，越让人想起被模仿的对象。是想四寸的智能手机；五、六寸的阅读器，还原纸书的效果，现实吗？十寸的Pad也只能说更接近而已，而电子书，在取悦和模仿的过程中，渐渐迷失了自我，忘记了自己原本是以掘墓人角色出现的新科技代表。
　　我们目前的数字出版，大多数停留在纸书的电子化上。这是造成数字出版尴尬局面的根本原因。图书，是内容的一种展现形式，书的展现形式随着载体的演变而变化，而载体则随着科技的进步而不断进化着。所以，当内容的载体是龟甲、青铜器、竹简的时候，内容的展现形式必然是极为精炼的，因为载体贵重——又贵又重，没办法。造纸的出现才催生了诸多长篇大论恢弘巨著，因为载体轻薄也便宜了，允许可劲的造了，所以《永乐大典》在春秋时代是不可能诞生的。在纸上继续印竹简时代的内容没问题，但如果纸上只印竹简时代的内容，哪就没必要发明纸了。这个道理放在今天一样合适。如果把"书"局限到等于"纸书"的层面上，就只能是目光短浅了，把书里的故事拍成电影，电影其实也是一本"书"。所以数字出版的革命，一定不只是纸书的数字化，而是根据电子设备和移动互联的特性而生的内容革命。
　　生活节奏非常紧张的今天，你再怎样呼吁大家读书都没有太大意义，因为你其实根本没有大段的时间去啃一本书。虽说时间就像女人的胸，挤一挤，总会有的，可是飞机场你挤挤试试？有人说："凡是说没时间读书的都是借口"，这只能说明他还是有时间。移动互联的兴起足以证明数字时代的阅读时间是碎片化的，那么数字出版若想在游戏、视频、微博上分得一杯羹，首先要做到内容是针对移动设备特性去定制开发的、并且适合碎片化阅读的。其次，数字出版的"书"应该是充分体现多媒体、互动、社交等互联网特性的全新形式。
　　数字出版时代，内容依然为王，但基于对新技术的应用，和内容展现形式的进化，传统出版机构的优势未必继续维持下去，"书"形态的演变必然促使整个产业链的变革。不要太在意人们对纸书的感情，感情往往源自习惯，人们改变习惯需要很长时间，但一旦改变，一段新的感情将就此开始。数字出版，从忘记纸书开始。
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