Basic principles of topic selection

More and more publishing houses have taken topic planning as the basis of publishing work. Although the scope and characteristics of books published by various publishing houses are different, they are all going on.

The following basic principles must be followed when planning book topics: books, as a spiritual product, condense the dual characteristics of individuals and society. From the perspective of axiology, books are the synthesis of individual value and social value. The individual value of books represents the relationship between books and individuals, and the social value of books represents the relationship between books and the whole society. The individual value of books has the attribute of satisfying individual spiritual needs. For the author, pure individual needs have two aspects: one is the need for self-realization and the other is the need for emotional catharsis. For publishers, there are two main aspects of pure personalized demand: one is the demand for self-image and the other is the demand for economic benefits. For readers, pure individual needs also have two aspects: one is the need for self-awareness and the other is the need for emotional experience.

It should be noted that people with different social relations and social status have different interests, wills, values and ways of thinking, and their social activities are different, so their cultural creation is also different. Describing the peasant uprising in Song Dynasty, Shi Naian wrote Water Margin, which praised the peasant struggle, and Yu Wanchun wrote Dangkou Zhi, which vilified the peasants and beautified the feudal ruling class. Both are a dream of red mansions. Taoism sees obscenity, talented people and beautiful women see lingering, and revolutionaries see class struggle at the end of feudal society. This shows that human society not only has the same cultural life and wealth, but also has special culture and individual culture with different social attributes. Books are produced by the interaction of personal values and social values, and should be the fruits of human civilization and the carrier of advanced culture. Those decadent and negative cultures that are not conducive to social progress should be kept away. Cultural integration: the combination of personal value and social value

The best combination of publishing value and academic value is that all cultures must be the psychological reflection and internalization of all human activities, methods and achievements. From this perspective, all cultures may be spiritual or exist in social life in the form of spiritual form. Books from social life need rich cultural connotations to express their spiritual existence. Due to the needs of social development and human progress, the cultural connotation of books is becoming more and more socialized, which may make the cultural power of books organically combine publishing with academics.

For example, The Decoding Series of China Cultural Anthropology published by Hubei People's Publishing House, based on the research of experts and scholars at home and abroad on China's traditional culture, starts with the exegesis of words, and gradually wedges into the deep meaning of the object, especially the "mystery" of some China traditional cultural classics, especially ancient culture (such as Chu Ci, Book of Songs, Lao Zi and Zhuangzi). The cultural information contained in the series closely links the publishing value and academic value, thus achieving success. Cultural Orientation: the Organic Unity of Publishing Value and Market Demand

Popular books are produced to meet the needs of the market to a great extent. Market is an important aspect to test the publishing value of popular books. Of course, as a special spiritual product, books should not only meet the legitimate requirements of the market, but also guide the market demand. It should be said that there are a wide range of fields that meet this condition, and political, economic, military, cultural and other aspects, as long as they are of public concern, can dig out topics of publishing value. Of course, when choosing which aspect or angle to pay attention to the public's problems, we should grasp the discretion and opportunity according to the principle of universality. The Series of Essentials of Chinese Knowledge published by Huazhong Normal University Press introduces the most basic, critical and practical knowledge in the subject, highlighting the key and difficult points of the subject knowledge. Because the popularization of Chinese knowledge and the improvement of Chinese ability are closely related to everyone's life and work, there is a great market demand. The publishing house meets the requirements of readers with concise, easy-to-understand and practical reading materials, thus guiding readers to learn. Among them, culture plays the role of bridge and link.

The guiding force of culture is also reflected in the promotion of culture. On the one hand, excellent books can promote and guide academic development and improve readers' cultural level;

On the other hand, the improvement of readers' cultural level affects the book market, which in turn requires the improvement of book cultural content. "Readers tend to be personalized, diversified and rationalized in reading, which shows that the requirements for the pursuit of cultural connotation of books are increasing. This is an extremely valuable phenomenon and the driving force for the maturity of China publishing industry. Cultural tension: the inherent quality of a good book

Excellent books influence the society and play a brand role with their huge cultural content. "The number of brand books and their market share, on the one hand, is a symbol of the comprehensive strength of the publishing house, on the other hand, the market and social effects it produces have triggered a greater demonstration role." Nowadays, some well-known publishing houses are famous for their masterpieces, which in turn form their own characteristics and produce brand effects. Foreign language books published by Foreign Language Teaching and Research Press, humanities and social sciences books published by Renmin University of China Press, imported books published by Peking University Press, computer books published by Tsinghua University Press, books translated into Chinese by Commercial Press, and China famous flowers monograph series published by China Forestry Press, etc. It has brought good social benefits and considerable economic benefits to the publishing house.

Exquisite books are driven by internal cultural tension, but also produce external cultural tension. Yang Yang's handed down collection 123 volumes, with 27.6 billion words, has condensed into excellent books academically and laid the foundation for its development, relying on China's profound culture. "With the stability of society, the gradual prosperity of economy and the improvement of cultural level, as a book brand, it will inevitably present a variety of extensions and connotations. For example, from 65,438+0,000 masterpieces to 2,000,3000 or even more. Extending from China Classics to China Modern Classics-20th Century Cultural Classics. In addition, world cultural classics can also be systematically gathered under the banner of "handed down books". " At the same time, its external cultural tension also limits anyone's repeated development.

The cultural tension of excellent books is also manifested in the fusion of two cultures. With the development of society, elite culture and folk culture came into being. There is a transformation between elite culture and popular culture under certain conditions: vulgarization of elite culture and elegance of popular culture. In the process of mutual transformation of cultures, social and cultural creation has developed among elites and ordinary people. The integration and development of the two cultures has opened up a vast world for the emergence of fine books. "The Grammatical Rhetoric Speech co-authored by Zhu in the 1950s was serialized in People's Daily, which cultivated a generation's grammatical rhetoric ability; How many people regard Zhu Ziqing's Classic Talk and Wang Li's Poetic Metrics as textbooks? Ai Siqi's Popular Philosophy has become a guide for countless revolutionaries to learn Marxist philosophy. Popular science masterpieces such as auerbach's Genetics in the Atomic Age and Einstein's Evolution of Physics have led countless young people into the hall of science. " These works reflect the spirit of the times and the cultural level of a country and a nation, which are well received by the masses and have played an important role in demonstrating and influencing social life, especially cultural life. Boutique is not only a symbol of social productivity, scientific and technological level, cultural and artistic level, but also a symbol of material civilization, spiritual civilization and humanistic quality of this society. "An excellent publication has three signs, or three conditions: first, it condenses and condenses the latest contemporary cultural achievements and has a high cultural content; The second is innovation, which represents a new height in a certain field and aspect as soon as it appears; Third, this masterpiece can be popularized and gradually accepted by readers, thus improving the cultural level in this field and even the civilization of the whole society, and finally going down in history. Exquisite products are always on the historical stage with their unique generality and creativity, accepted by readers, and finally occupy a place in history with a cultural coordinate. " It can be seen that the fine products that affect the growth of generation after generation have established their cultural quality of appealing to both refined and popular tastes in their huge cultural content and in the convection movement between elite culture and folk culture.