中文摘要：

媒介生态环境变迁下,图书从书面文化传播时代下的主导媒介中剥离,其媒介特性由大众传播媒介转向电力传播时代的文化传播媒介,再转向新媒体时代下的精英媒介和分众媒介。然而当前政府对图书在媒介结构变迁下的传播特性转变存在一定认识误区,从而制约了图书出版传播功能的实现。文章依托媒介生态学理论,在对新媒体环境下图书出版的传播位置变迁分析基础上,提出完善我国图书出版价值引导机制、优化图书出版传播功能实现的可行性路径。

英文摘要：

Under the change of media ecology environment, the books are separated from the leading media in the era of written culture communication. Moreover the media characteristics of books turn to the culture media in the era of electric power communication, and then turn to the elite media and focus media in the new media era. However, the government has a certain misunderstanding of the changes of books in the media structure, which restricts the realization of the book publishing and communication functions. Thus this paper puts forward some feasible paths to improve the value of China＇s book publishing guide mechanism and optimize the book publishing and communication functions.