Using Augmented Reality in Book Publishing from a Small Language Market Perspective
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Using Augmented Reality in Book Publishing from a Small Language Market Perspective Arūnas Gudinavičius1 · Greta Markelevičiūtė1
© Springer Science+Business Media, LLC, part of Springer Nature 2020
Abstract One of the attempts of widening the capacities of the traditional book is the utilization of augmented reality technology. The breakthrough of using AR came about after the rise in popularity of smartphones. The current case study aims to ascertain how much is AR technology being used within book publishing in small language market, how could its adaptation, according to publishers, contribute to the enlivening of the market and what role could it serve in propagating book reading. The semi-structured interviews were conducted with publishers from Lithuania who took part in installing AR technology into books. Findings indicate that readers aren’t acquainted in great detail either with the AR technology itself, the technology itself stands to be improved to become more appealing and books with AR that were published in Lithuania were not financially successful projects for the publishers, so they are moderate when speaking about any future plans related to augmented reality. These market forces protect earlier habits of reading and tries to prevent the exploitation of innovation (AR technology) and according Winston’s model of innovation diffusion could be expressed as suppressors of radical potential. Also, factors of social necessities which are perceived as stimulating for the development of books with AR technology could be concluded from the interviews: high attention of potential readers, received reader positive responses, a way to expand the contents of book and to add more value. Keywords Augmented reality · Book · Publishing · Lithuanian publishers · Smartphones
Introduction Modern information and communication technologies are actively encroaching upon various areas of our life, substituting or supplementing our previous understanding about the possibilities that they provide as well as about the objects and * Arūnas Gudinavičius [email protected] 1
Faculty of Communication, Vilnius University, Vilnius, Lithuania
13
Vol.:(0123456789)
Publishing Research Quarterly
processes that have become common for people. We spend more and more time in front of our screens. Although screens do provide us with relatively good reading possibilities, the reading of books on screen is quite complicated both because of the technological aspects (eyes tiring, difficulties with attention focus, uncomfortable navigation, etc.) and owing to other activities or other possibilities of reading (social media, e-mail, internet portals, etc.). The book publishing industry is one of the areas that have felt the challenges posed by these recent technologies. Upon the emergence of new, more attractive forms of leisure, which are provided by laptops and mobile devices, the usage of books and their relevance are dwindling in everyday life. Such a tendency is especially notable among children and adolescents,
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