Future development direction of electronic newspapers
First of all, the physical form of the electronic newspaper must have the advantages of paper, that is, easy to carry, easy to read, and display the content on a plane. However, currently widely used laptop computers and other portable readers that can access the Internet wirelessly do not have these advantages.
Since the 1990s, people have been exploring and developing paper substitutes for print media. Some companies in Europe, America and Japan, including electronic ink, Sony, Xerox, Philips, etc. have made gratifying progress in the research and development of "electronic paper". The so-called "electronic paper" (e-paper), also called "digital paper", is actually a light and thin electronic display like paper or a thin film. The key to displaying images and text is a layer of "painting" Charged chemical substances ("electronic ink"), when "electronic ink" is energized, can change the color of hundreds of millions of particles, so that the patterns and characters are constantly displayed according to people's settings. The content displayed on the "electronic paper" can be updated and modified, so it can be reused. In 2000, the American Electronic Ink Company announced the development of the world's first curlable black and white "e-paper". In 2002, the first color "e-paper" appeared in Japan. In 2006, the newly developed "electronic paper" in Japan was only 0.1 mm thick and could be folded and curled moderately. Although the popularity of "e-paper" is still some time away, it will not be long before we see "electronic newspapers" with the physical form of traditional newspapers.
So what should the spread of "electronic newspapers" look like?
The openness of online communication allows any individual, government department, company or company to directly publish information to the public on the Internet, which further floods information that was already in an explosive form. People compare the Internet browsing information to surfing the Internet, but the surfer is likely to be drowned in the vast ocean of information, at a loss. In today's world, information is no longer scarce, and the information provided on the Internet far exceeds the actual needs and acceptance of anyone. Readers under the massive bombardment of massive information every day are highly selective in their reading, and they need to find the topics that interest them most in a short time. Therefore, for mass media, what is scarce is the attention of the audience. What the media is facing is not the problem of how to send the information out, but how to gain the attention of the audience.
The rise of radio and television in the 20th century made newspapers no longer the main source of information for the audience. However, newspapers, especially serious newspapers, have long cultivated a high degree of trust and authority among their respective readerships. They compete with the rapid but unavoidable and in-depth coverage of radio and television, and thus compete in the media. China can be invincible. Moreover, the excellent traditions and brands formed by the newspapers, especially the well-known big newspapers over decades and over a hundred years, and their influence in the audience cannot be replaced by other new media in the short term. Today, when information is exploding, especially when the audience feels at a loss when faced with a large amount of false information and extreme remarks appearing online, they often turn to traditional newspapers they trust. When major news events occur, newspapers are still one of the most important sources of information for the public. When the public disagrees on a certain social issue, the newspaper's report comments can still become one of the centers of left and right public opinion.
When readers open the "e-newspaper", a plane is displayed in front of them. This plane should not be a web page, but a layout. That is to say, the editor should give full play to the advantages of the traditional newspaper "page language", through the title, font, font size, picture, color, line, shading and other elements to reflect the media's position and views.
Domestic newspapers and media have actively explored this aspect and achieved some results. You can see their e-newspapers by opening the websites of major newspapers such as "People's Daily", "Liberation Daily", "Guangzhou Daily" and "Zhejiang Daily". Taking "Zhejiang Daily" as an example, Zhejiang Daily Newspaper Group and Peking University Founder have launched a "digital newspaper and cross-media publishing system" after more than three years of cooperative development. Open the newspaper website, you can see the newspaper layout displayed on the website, click on the content of interest on the layout, the content is displayed in the form of htm l file on the right side of the page. Using this system, the editorial office of the newspaper office can distribute it to the Internet at the same time when the newspaper signs and prints. In other words, as soon as the newspaper is printed, readers can see the newspaper of the day in advance. ② However, the problem is that readers must read online. Of course, readers can also download the layout of the newspaper as a pdf file to their computer, and then use the Adob ​​ereader software to read. This is not very convenient for readers, and reading PDF files is not as convenient as flipping through paper newspapers.
The ongoing exploration of the American newspaper media has certain reference significance for us. Columbia University Missouri School of Journalism launched the digital publishing platform (ElectronicMediaPrint, referred to as eMprin t) in 2005, and published the electronic newspaper "Columbia Missouri Newspaper" through this platform. This electronic newspaper is different from the online version of the newspaper, and also from the website of the newspaper. It does not just paste the content of the media online for users to read online, but for users to download to their computers and then read offline. If users use "electronic paper" to download, they can carry it with them like a paper newspaper and read it at any time. â‘¢eMprint fully utilizes the intuitive and readable features of traditional print media and integrates it with the multimedia and hyperlinks of network media. What users see after downloading through the Internet is the page of the newspaper, not the web page of the online media. The first thing users see is the layout language of traditional newspapers, without being distracted by the dense headlines on the web page. At the same time, they can read page by page like browsing paper newspapers, or they can use the menu tool or through each page. 'S hyperlink directly jumps to a column or article that interests you, without having to turn pages. In terms of communication methods, the network media expertise that traditional print media lacks has also been fully utilized. For example, in the user feedback column, users can express their opinions and send them directly to the editor through the network, which increases the interactivity of editing and reading. At the same time, users can also click the email address in the advertisement to directly contact the advertiser. For another example, in addition to text and pictures, multimedia information such as scrolling pictures, audio files, and video files are also provided. Users can print on any layout if they are interested or necessary.
In order to facilitate users to download, the size of each issue of "Columbia Missouri" is about 5-6M. If users want to get more updated information, they can go online and click on the hyperlink provided on the page to log in to the newspaper's website for extended reading of the follow-up reports and background information of a report or different views of a comment. This combination of offline and online meets the different needs of different users. However, the problem with the "Columbia Missouri" is that the "depth" of the report is not enough, and readers cannot perform extended reading when reading offline. This requires readers to use a computer or other readers that can access the Internet, and if they use the "e-paper" mentioned above to read, the "e-paper" must also have Internet access.
Advances in information technology often exceed our imagination, so it is very difficult to predict the development prospects of communication technology. However, technological progress is not the only factor in the development of communication. According to the development law of human communication and the development trajectory of traditional media, it is not difficult to find that the physical characteristics and communication characteristics of "old" media are its magic weapon to deal with the challenges of "new" media. That is to say, only those irreplaceable "old" media can coexist with "new" media. In the foreseeable future, newspaper media will not die, just because the physical and communication characteristics of newspaper media are irreplaceable by other media. Therefore, the development direction of electronic newspapers should be to make full use of the specialty of paper media and print media, such as newspapers, to meet the needs of readers by using the digital communication platform of online communication.
(Author: Fudan University School of Journalism)
Notes: ①Murdoch ’s speech at the Singapore Broadcasting Authority on January 12, 1999, see Singapore ’s Straits Times on March 17, 1999
â‘¡Chen Kai and Wang Yuguang: "Digital Newspaper and Periodical and Cross-Media Publishing System Solution", "China Newspaper" No. 4 of 2006
â‘¢ "Columbia Missouri"
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