| In the context of the "the Belt and Road" initiative,relevant parties in the publishing industry of China and Thailand seize the opportunity,closely contact and deepen cooperation,laying a solid practical foundation for the dissemination of Chinese publications to Thailand.At the same time,since the 20 th CPC National Congress,it has become an important task to strengthen China’s international communication capacity building to tell the story of China,spread the voice of China,and show the world a credible,lovely and respectable image of China.In this context,the Chinese publishing industry has bravely shouldered its own responsibility,actively expanded the expression of innovative national image to Thailand,and contributed publishing wisdom to the dissemination of China’s national image in Thailand and the promotion of the new concept of governance of the CPC,the centennial party,through thematic publishing,a special "double effect" object.Under the long history of publishing exchange and cooperation between China and Thailand,and driven by the Confucius Institute,Chinese and overseas Chinese and other relevant organizations and groups,China’s theme publishing is of exemplary research significance for Thailand’s communication.Based on the data of copyright trade between China and Thailand in recent years,this paper focuses on the background of the "the Belt and Road" initiative,relying on the Silk Road Calligraphy Project,Southeast Asia Chinese Book Tour and other platforms,with the help of questionnaires,reading surveys and online reviews of Thai people,and within the framework of communication elements,discusses the subject,object and content of Chinese theme publishing’s communication to Thailand,and deeply analyzes the participating publishers,topics,etc,It is intended to systematically analyze and clarify the main characteristics and path of Chinese theme publishing to Thailand’s communication,and combine the theories of publishing and distribution,communication,international relations and other relevant theories to critically analyze the current path of Chinese theme publishing to Thailand’s communication,and put forward relevant path innovation combining the current technology,industry frontier and Thailand’s specific market.Through relevant research,it is found that there are some obstacles to the spread of theme publishing in Thailand.First,there is a certain lag and blindness in the topic selection,which is not synchronized with the reading preferences and trends of the Thai people;Secondly,the construction of the communication platform is insufficient.The rate of reaching the target of the topic publication online in Thailand is low,and the Thai people can get less information about the topic publication online;Thirdly,the localization of translation and other text contents.At present,the translation of theme publishing in Thailand is still slightly stiff and lacks a certain degree of localization,and the lack of translation force also causes the disadvantage of theme publishing in Thai communication;Finally,in terms of the use of media,the theme publishing in Thailand is still dominated by traditional texts.Unlike the various interesting topics in China,the theme publishing for Thailand is still more traditional.Based on the current communication situation and the publishing background of China and Thailand,this paper believes that the development of China and Thailand’s publishing,especially the theme publishing,can be expected in the future under the promotion of the high-level of China and Thailand.Specifically,with the help of the "the Belt and Road" initiative and Thailand’s 4.0 strategy,China’s publishing houses can achieve mutual benefit and win-win results through integrating existing resources,creating a China-Thailand theme publishing alliance and other means in mechanism,and create a new potential for theme publishing to spread to Thailand;At the technical level,it is extremely innovative,enabling the dissemination of Chinese theme publishing to Thailand through AI participation in theme publishing translation,virtual reality to create new copyright scenes,and big data to assist in distribution;In terms of content,we can learn from the relevant experience of the dissemination of Chinese online articles and classical literature in Thailand to help the localization of the theme publication in Thailand and the localization of the dissemination,so as to innovate the dissemination path of the theme publication in Thailand and improve the actual effect of the dissemination. |
