Erlanger Beiträge zur Medienwirtschaft
Hg.: Svenja Hagenhoff
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16
Der vorliegende Arbeitsbericht reflektiert durch solide Begriffsarbeit, was unter Kurzgeschichten im Speziellen und kurzen Erzählformen im Allgemeineren verstanden wird. Dafür werden die in der bisherigen Kurzgeschichtenforschung formulierten und hauptsächlich nach formalen und inhaltlichen Aspekten untergliederten gattungstypologischen Merkmale aufgegriffen. Im Anschluss werden diese mit Anleihen aus einem erweiterten Beobachtungsraum, bestehend aus der Buch-, Kommunikations- und Medienwissenschaft sowie der Leseforschung und Literatursoziologie erweitert. Daneben wird die gegenwärtige Verwendung dieser Gattungsbegriffe in der Buchwirtschaft, dem Zeitschriften- und Zeitungsmarkt, dem Internet sowie bei Ausschreibungen und Wettbewerben vorgestellt und damit Diskrepanzen zwischen Theorie und Praxis thematisiert. Ziel dieser Arbeit ist die Steigerung des Verständnisniveaus für die Zusammenstellung von Textkorpora bestehend aus kurzen Erzähltexten und die korrekte Erfassung des Gegenstandes einer geplanten Forschungsarbeit.
15
Technology is destroying book culture – at least if one trusts the book
industry’s branch journals. In this, technology and culture are often discussed
as separate matters, which do not seem to get together as the
term culture is highly charged with value attribution. However, research
on the book as cultural good is little and so the question arises: What is
it that makes a book a cultural good? Its material? Its content? Or,
maybe something entirely different? What role does culture itself play in
this definition and why is the creative genius so important to the definition
of culture?
This report seeks to display the research on the book as cultural good
and finds little information, which can help define it. Therefore, the term
culture needs to be looked at in context of creativity and the surrounding
system of the CCS.
14
The term 'digital sovereignty' is increasingly used in the context of the discussion about 'digital transformation'. Sovereignty in the digital world is considered a prerequisite for being able to help shape the digital transformation in all functional areas of society. However, the term 'digital sovereignty' has so far been used primarily in a prescriptive-normative sense; a differentiated theoretical work and concrete contextualizations for different social functional areas are still a desideratum. This working paper therefore sets itself the task of contextualizing the idea of digital sovereignty in the domain of public communication mediated by the media: The question arises where exactly sovereignty as a specific object of investigation in media society and media communication plays a role. This requires a conceptual-abstract version that goes beyond the mere enumeration of obvious phenomena or normatively influenced demands ('freedom of opinion', 'informational self-determination').
13
The inflationary use of currently prominent terms, such as data centration or the digital age, without the effort of naming and explaining how the phenomena they refer to are to be understood and by which characteristics they are characterized, does nothing more than obscure meaning without any chance of gaining insight or well-founded opinion. Algorithms, data, digitization, and are three of the candidates that are frequently used but only rarely explained in a well-founded and differentiated manner. This article comes into this desideratum. It deals with these 'three unknowns' and attempts to grasp and substantiate the terms and the phenomena they refer to and to formulate what exactly is 'new' and what constitutes the quality of difference to previous states (age without digitization.
12
Technology is taking over the world. Moreover, Artificial Intelligence or AI as the latest form of disruption seems to take over the work of creative workers: we find AI as the creator of oil paintings and as potential journalists. AI even takes the approach of creative writing. Therefore, the publishing industry sees itself disturbed by technology once more. However, is technology that new to this industry? This work aims to present the state of usage of information technology within the publishing industry by analysing relevant literature.
The literature report includes academic as well as practical works. The report shows a lack of research in the field of usage of information technology in the book or publishing industry. Also, literature in this field is in general very little, so the research field itself needs to be addressed quite broad and sometimes literature has been found in publications that seemed to not have much in common with the actual topic of the report. Furthermore, it must be stated that most research and practical publications in this field are driven by only a few phenomena such as the ebook, XML, DRM or data as phenomenon in general, whereas larger fields such as the value chain as an organizing model are being left out.
11
Book Publishing is a high-risk business since book publishing houses
need to drop most of their product range every half of the year and
create new titles. Planning success therefore is a very hard thing to do
and is stated as “erratic”. In addition Book publishing houses not only
aim at economic success but also at creating culture. These special con-
ditions have led to the demand of a dual organisation with efficient,
hierarchical business processes on the one hand and decentralized, non-
hierarchical creatives processes on the other. However, there has been
no real discussion in media management literature how this should be
achieved and how those both systems can work together effectively in
one company. Furthermore Book Publishing has seen tremendous shifts
in the last years: With customer behaviour and media consumption
habits changing more quickly than ever book publishing needs to be
more customer oriented while media convergence and the demand for
content in a multitude of formats (e.g. printed books, apps, E-Books,
websites) are demanding new and flexible organisational answers. A
possible approach for finding new and adaptable practices is the concept
of organizational agility, which was created for companies in highly-
innovative and fast changing environments in manufacturing in the
1970ies and lived up to widespread use in IT-companies and IT-related
research accordingly since the 1990ies and during the 2000s.
This Literature Review aims at summarizing the status of organizational
research in the media economy and especially the book publishing eco-
nomy as well as describing the status of organizational agility in research
both from a manufacturing and IT-management view. It shows that the
organizational perspective on book publishing lacks research and opens
the question if and how organizational agility and agile frameworks can
help book publishing houses to maintain and gain adaptability.
10
The selection of information on the internet is causing massive concerns and discussion. Critics fear the polarization of internet users and warn of echo chambers and filter bubbles. Especially search engines and social networking sites are being held responsible: as information intermediaries they are positioned between content producers and recipients, selecting and rating content. However, empirical findings on selection and bias in internet information intermediaries are scarce and disparate. Moreover, the preselection of information by intermediaries is not a specific characteristic of the digital world, but is equally done by traditional intermediaries such as mass media, bookshops or libraries. This paper summarizes the current state of research on selection and bias in traditional and internet information intermediaries. Different concepts, definitions and implications of the term information intermediary are analyzed in the context of the adjacent term gatekeeper. Furthermore, empirical findings on the theories of filter bubbles, echo chambers and fragmentation are summed up, as well as the state of knowledge on selection in different types of intermediaries. As a basis for further research, two models for analyzing selection and bias in intermediaries are introduced: Bozdag’s Filter Model and Jürgens & Stark’s Intermediary Effects Model. Lastly, aspects that distinguish selection in internet information intermediaries from selection in traditional contexts are compiled. This paper concludes that the production or reinforcement of bias and fragmentation by internet intermediaries is not sufficiently proven. Moreover, there is a research gap on whether traditional intermediaries have comparable effects. Further research requires a comprehensive analysis on the selection mechanisms in both traditional and internet information intermediaries.
9
Digital reading media can be described as a mixture or blend of information and software and thus represent a new kind of media, coming in many forms and possibilities of reception. Therefore many scientific disciplines get engaged in "digital reading", the changes in the ways of reception, the implications for media producers, consumers and prosumers. This literature review presents a general overview of the most relevant contributions in the fields of reading and media research, linguistics, cognitive neuroscience, media design, media economics and computer science as well as information systems. It presents a first approach of the desideratum "digital reading media" based on available contributions. One finds that especially in the field of computer science there are still deficits concerning a structured model-based approach. Up to now there's a lack of strictly analytical, structured and usability-focused models of these media as for their properties, functionalities and design of the human-computer interface. Instead we find that the debate is very often emotionally motivated and electronic media are mostly described transferring terms and properties of the analogue print books, newspapers or journals, neglecting uniquely digital properties.
8
Licensing is an important option for companies to gain an economic ad-vantage compared to other commercial enterprises; it is a significant source of income. Especially in a sector such as the German book indus-try, which is characterised by its diffuseness in small and medium-sized enterprises, licensing has now become an established method through which companies can assert themselves on the market. They achieve product differentiation and increase their brand’s publicity. A license agreement for ancillary rights, such as book-club, paperback or mer-chandising rights, can be made not only on a national level but also on an international level. If, for example, a German publisher sells transla-tion rights for a publication to a foreign publisher, both of them get added value out of this deal. Such a trade requires detailed preparation on the part of the licensor and the licensee. To succeed, a licensing agreement needs information about the guidelines and the behavioural patterns of the partner. Therefore, licensing must be understood in its complexity and as an opportunity for book companies and their pene-tration of the market. While most academic publications focus on juris-prudential topics of licensing or discuss general economic aspects, they rarely delve into reasons for licensing agreements between publishers in combination with their different specifications. This academic study adapts these issues and provides insight into the licensing business us-ing examples from the German book industry; the focus of investigation is on printed books published by German-language general interest pub-lishers.
7
This thesis meets the existing scientific need for an in-depth analysis of the current value creation structures of maps as a medium. The demand for maps has grown significantly, particularly in the past 20 years. This can be ascribed to essential social developments, general increasing mobility, digitalisation and globalisation, in addition to crucial techno-logical progress. Until now, the resulting possibilities for innovative value creation have been most widely recognised and explored by technology companies, with Google leading the way. Their interactive map services complement or replace classical cartographic products in many sectors – a trend which challenges the whole traditional value chain of maps.
At which points changes take hold of the value chain has yet to be investigated. An in-depth analysis of the whole complex value creation process of maps as a medium, as provided in this work, must precede such an exploration. The paper identifies seven major value-adding steps, the most important processes taking place and the relationships between them. It also names participating actors and depicts their responsibilities as well as their interactions. Moreover, it monitors where basic structures already show initial signs of change. The resulting value chain illustrates the status quo. Though changes already draw on several different points, a substantial reconfiguration of the overall value chain cannot be identified so far. However, the work focuses on the value creation process as a whole and does not consider changes affecting individual actors’ internal processes.
6
This contribution delivers a report on literature relating to economic aspects of the medium of books. Compiling the report proved difficult insofar as the book is or should be the research product of numerous disciplines, such as publishing sciences or management and economics. In the scope of this report, the knowledge gained concerning economic aspects is therefore distributed among many different publication organs which may not seem relevant for the topic at first glance.
The literature report includes both academic and practical works and it can be clearly stated that research on economic aspects of the medium of books has led to a considerable amount of significant and useful publications. Statements based on previous findings claiming a lack of theory-based or model-guided research can therefore no longer be maintained. Nevertheless, it must be noted that many contributions are devoted only to particular phenomena, for example influencing factors such as bestsellers or acceptance factors such as ebooks. Larger research areas, such as the structures and functions of the fiction market, which could encompass single items of interest, are a desideratum.
5
This contribution delivers a report on literature relating to economic aspects of the medium of books. Compiling the report proved difficult insofar as the book is or should be the research product of numerous disciplines, such as publishing sciences, management and economics. In the scope of this report, the knowledge gained concerning economic aspects is therefore distributed among many different publication organs which may not seem relevant for the topic at first glance.
The literature report includes both academic and practical works and it can be clearly stated that research on economic aspects of the medium of books has led to a considerable amount of significant and useful publications. Statements based on previous findings claiming a lack of theory-based or model-guided research can therefore no longer be maintained. Nevertheless, it must be noted that many contributions are devoted only to particular phenomena, for example influencing factors such as bestsellers or acceptance factors such as ebooks. Larger research areas, such as the structures and functions of the fiction market, which could encompass single items of interest, are a desideratum.
4
Since the introduction of mobile devices as smartphones, tablets or specific e-book readers, the print industry offers its products, such as books, newspapers and magazines, more and more of¬ten in digital form. While the ›original‹ products were characterized by paper and its physical features, the digital goods have partially dif¬ferent properties. On the one hand, the properties affect the producers of the media who have to make decisions regarding the product design. On the other hand, the user or reader of the media is affected: The manifestations of the properties of a medium can be particularly useful or they need getting used to. They can also hinder the use or reception of a medium.
Digital written media are construed to as products which inherit the properties of two ›parent goods‹. One the one hand there are information goods, on the other there is software. A product can be de¬signed in a well-advised manner only if its properties and their mani¬festations are known. Therefore, the aim of this paper is to identify and to describe the specific characteristics of digital written media to demonstrate design possibilities and necessities.
3
The German book market has been changing during the last decade. Electronic publishing has started to play a significant role and continues to become more and more important. New technological advancements lead to new challenges for pub-lishers as well as sellers. The paper XML-based Text Enrichment. Potentials for Publishers discusses how the usage of XML-technologies can help to manage these challenges.
The paper focuses on a presentation of applied XML-technologies which are required for semantic text enrichment and cross-platform publishing (XML, XSD, DTD, XSLT, XPATH, XSL-FO, CSS and EPUB). For illustration purposes, XML-technologies are presented using a semantically enriched version of Kafka’s Die Verwandlung, created by the author of this paper. Furthermore, these technol-ogies will be used to build a content-management-system (CMS), which allows the integration of new text files into a methodical workflow.
The paper shows and emphasizes the potential of XML-based text enrichment and content management, especially for publishers who use or plan to use digital sales channels. In order to minimize the risks that come with the implementation of CMS, innovation and change management must prepare for and accompany these processes.
2
Applications on smart phones and tablets are in daily use by almost everybody. But how can developers guarantee an intuitive usage? What considerations are necessary to make the application user friendly? Which original new ideas need to be incorporated during the development of the Apps?
This paper sketches the qualitative empirical research method of Usability test-ing, and applies it. It is engaged with DIN standards, laws and guidelines con-cerned with the theme »Usability in Mobile Internet«. Using a scheme based on these basic principles, three epaper Apps running on a third generation ipad were compared for their usability. The main focus of attention is the navigation: which of the tested concepts do offer the simplest logical and most intuitive solution for the end user? The three Apps chosen (›Nürnberger Nachrichten‹, ›Süddeutsche Zeitung‹ & ›Spiegel‹) were thereupon tested for their strengths and weaknesses. Finally, the results were used to make recommendations how the usability of epaper Apps could be improved.
1
The development and differentiation of devices and technologies (tablets, smart-phones) which are suitable for reception of contents has led to cross-media distribution of contents by the publishing houses. Once created, content is made available parallel in different media channels electronically but also in printed form, an idea which is known as cross media publishing. In order to be able to produce media for reading in different variants, high-performance IT-supported processes are needed that allow an automated generation of different variants. Content Management Systems (CMS) fulfill this purpose. In research, the topic is already covered since the early 2000s, when XML technology emerged. This raises the question of whether cross-media publishing strategies are already being practiced in the publishing practice, and if so, if they are supported by suitable software systems. Discussions with representatives of the industry gave rise to the assumption that cross-media publishing is still not widespread. Where already content through different channels is distributed, system solutions are not yet a standard. Information on the actual use of these systems in publishing houses is missing. This information gap is to be reduced with this empirical study. The focus of the investigation is on German-language special interest publishers.