Research On Cultural Creativity Turn Of Traditional Publishing Under The Background Of Media Integration

At present,the diversified development of social and cultural production methods has posed many serious challenges to traditional book publishing.Especially in today’s constantly evolving media integration,the connection between "technology media" and "economy culture" has become closer,making the transformation of book publishing more diverse and complex.Previously,people usually carried out theoretical thinking and practical exploration on the topic of traditional book publishing transformation from enterprise transformation and Digital transformation.On the whole,although the enterprise transformation and digital transformation have achieved obvious results,the inherent contradiction between economic and cultural attributes in traditional book publishing has not fundamentally changed.Therefore,how to promote the publishing industry to develop into an "economy culture" integration and find a way to phase equilibrium between economic production and cultural production has become an urgent question for the transformation and development of traditional book publishing,It also naturally becomes the starting point and foothold of this paper’s research.This study adopts literature analysis and case study methods to conduct research.The first part is based on the theory of media integration,exploring the relationship between media integration and the transformation of traditional book publishing;The second part,based on the theory of cultural creative economy,discusses the necessity and feasibility of the transformation of traditional cultural creativity;The third part studies the cultural and creative transformation of People’s Publishing House,analyzes the transformation problems of the publishing house,and points out the lack of creativity in the process of traditional book publishing transformation from a case to a general one;The fourth part proposes that the cultural and creative transformation of traditional book publishing can attempt to upgrade and transform from producers,products and services,and profit models.The core point of this article is that the creative economy is a new economic approach different from large-scale industrial production.Therefore,the cultural and creative shift requires the publishing industry to attach importance to creative investment,fully utilize technological power,and change its original thinking and production methods to adapt to the laws and requirements of this new economy.The goal is to create a creative business practice approach,create possibilities for transformation of traditional book publishing.