圖文傳播之新定義(Definition of Graphic Communications) 2013

圖文傳播之新定義(Definition of Graphic Communications) 2013

圖文傳播產業環境變化不斷、屬於動態的。在時光推移下，政治、經濟、社會、人口變項、科技、自然(天災：地震、颱風、土石流、乾旱、水災等；人為之地形地貌破壞等)、環保、法律等等風起雲湧，不斷侵入圖文傳播產業，「印刷已死」的呼聲又起，圖文傳播產業必須面對應變。大環境的分析OT的部份，又以PEST分析，或者PEST-LE分析占多數，亦即分析：政治因素(Political factors)、經濟因素(Economical factors)、社會因素(Social factors)、科技因素(Technological factors)、法律因素(Legal factors)、環保因素(Environmental factors)等等。科技因素(Technological factors)衝擊下對於圖文傳播產業的機會與威脅具在。

新環境分析之下的圖文傳播亦產生新的定義，圖文傳播之新定義(Definition of Graphic Communications)為：圖文傳播是創意(發想)、開發、策劃、審理「文字、圖像、語音、影像等數位內容元素」，使其適合生產、傳播、流傳、送上雲端平台等的再創造活動。此種再創造完成的新作品(具有新的著作權)，透過適當之複製機制，依出版規劃之載體(裝載內容的容器：紙本或觸控螢幕等)、發行數量，複製為產品(商品)；並經由各種行銷活動與閱聽眾互動溝通，以新作品之複製產品(商品)滿足閱聽受眾之需求，甚至獲致其回饋以改善傳播作業，來達到傳達資訊、思想、知識和感情的出版目標之一連串的社會活動。(Graphic Communications - a series of social activities, the processes and industries that create, develop, produce, and disseminate products utilizing or incorporating digital content of which words, pictorial material (e.g., illustrations, graphics, animation, and video) and sound or music to convey information, ideas, knowledge, and feelings, to reach the publishing target.  These  processes created new works which generate new copyright, through appropriate replication mechanism, according to publishing planning the carrier (containers for content: paper or big glass touchscreens), issue number, and so on to reproduce products (commodities); via all kinds marketing activities and to interact with audiences, to meet needs of the audiences, even obtain their feedback).

資料來源：
賀秋白(2013)。圖文傳播產業策略規劃機會與威脅(OT)分析(Opportunities and Threats Analysis of Strategic Planning for Graphic Communications Industry)。中華印刷科技年報 Journal of CAGST 2013, pp.79-108. Received: May 6, 2013 / Accepted: May 22, 2013 / Published: June 23, 2013.