<p>This doctoral thesis discusses the competence structures and the development of human capital in the graphic arts and media sector. The study has focused on exploring the new media landscape and in particular the structural changes that influence the sector, the print-versuselectronic- media debate and the future of print media. The influence of new technologies and management concepts on the graphic arts and media sector has also been investigated, as has the role and the importance of people in new societal and industrial settings as well as new ways of managing and developing people in changing media environments. </p><p>The primary research objective was to identify the competence requirements and characteristics for existing and potential employees in the graphic arts and media sector and, in particular, the areas of digital printing and cross-media publishing. The second objective was to elucidate the various actions and strategies established and applied for the professional development of people in the graphic arts and media sector, such as further training, recruitment policies and the evaluation and certification of competence. The third objective of the study was to suggest the formation of a strategy for the professional development of people in the graphic arts and media sector – namely the creation of a human capital development strategy. An important issue was to identify the various components (or substrategies) of the strategy and determine if it was possible to integrate them under a common platform. </p><p>The work has been based on literature studies, industry reports and observations, market analyses and forecasts, and empirical studies. Participatory research methods have also been used. In addition, case-study research has been performed at the company and sector levels. Human resource management and development concepts have been surveyed to determine whether they are efficient for the professional development of people in the entire spectrum of an industry sector. </p><p>The graphic arts and media sector – including print media – will remain active for the foreseeable future; however, the results presented here show that the sector has been significantly influenced by structural changes that have taken place over the last decade, affecting organizations, companies and people involved in the sector, and this process of change will continue. </p><p>The study shows that there is indeed a need for new competence in people employed in or to be recruited to the graphic arts and media sector. The initial identification and description of the competences for the new structure of the graphic arts and media industry is proposed. Various actions for the development of people in the sector, mainly regarding education, further and continuous learning, and recruitment, are also identified. However, these activities have been established mainly at the national level by various organizations (educational institutes, industrial partners and the governmental/European Union authorities). </p><p>Finally, the principal characteristics of a human capital development strategy are described, and components (or substrategies) that form a strategy that could be introduced for the graphic arts and media sector in Europe are proposed. </p><p><b>Keywords: </b>Graphic arts and media sector, digital printing, cross-media publishing, human capital, intellectual capital, human resource management and development, human capital development strategy.</p>

Paper represents the research of influence of advertising and its results. The research was conducted in two stages: an experiment to evaluate influence of advertising, trademark, and other factors on the choice of books, and a research to interpret the obtained data – influence of advertising was interpreted in the context of respondents’ experience, system of influence of advertising in book market was established, factors differentiating influence of advertising were singled out. The research also analyses theories of advertising influence and estimates the relation between advertising and book business. Theories of the influence of advertising fall into four groups. From theories of market response that bring no transitional effects it is proceeded to theories of persuasion. The relation of advertising and individual experience, and advertising and information was looked into in the framework of publicity and experience. In the second part, book advertising theory was analysed, preceding scientific research and approach to advertising in scientific research of publishing sector were studied, and market research conducted in various countries were analysed to estimate the relation between advertising and book business. Theoretical part of the investigation addresses traits of book market that shape communication of advertising, and subjects of book advertising are estimated from the point of view of influence. / Disertacijoje nagrinėjama reklamos ir knygų verslo sąveika, nustatomi knygų reklamos poveikio vartotojui būdai, išskiriami poveikį diferencijuojantys faktoriai. Išnagrinėjus reklamos poveikio teorijas, nustatomi bendrieji reklamos poveikio principai. Reklamos poveikio teorijos suskirstytos į keturias teorijų grupes, – nuo rinkos atsako teorijų, kurios neturi pereinamųjų efektų, pereinama prie įtikinimo teorijų, kurių ribose ilgą laiką plėtotos racionalaus poveikio teorijos buvo peržiūrėtos emocinio poveikio aspektu. Populiarinimo ir patirties teorijų ribose apsvarstytas reklamos ir informacijos, reklamos ir individo patirties santykis. Siekiant įvertinti reklamos ir knygų verslo sąveiką, analizuota knygų reklamos teorija, nagrinėti mokslo darbai, tyrę knygų reklamos ir rinkodaros klausimus, rinkos tyrimai. Teoriniame tyrime svarstomi knygų rinkos bruožai, formuojantys reklamos komunikaciją, poveikio aspektu nagrinėjami knygų reklamos objektai. Reklamos poveikio tyrimas buvo vykdomas dviem etapais, – pirmajame etape atliktas eksperimentas, kurio metu buvo vertinama reklamos, prekės ženklo ir kitų faktorių įtaka knygų pasirinkimui; antrajame etape atliktas tyrimas gautiems duomenims paaiškinti – reklamos poveikis išnagrinėtas individo patirties kontekste, nustatyta reklamos poveikio sistema knygų rinkoje, išskirti reklamos poveikį diferencijuojantys veiksniai.

Disertacijoje nagrinėjama reklamos ir knygų verslo sąveika, nustatomi knygų reklamos poveikio vartotojui būdai, išskiriami poveikį diferencijuojantys faktoriai. Išnagrinėjus reklamos poveikio teorijas, nustatomi bendrieji reklamos poveikio principai. Reklamos poveikio teorijos suskirstytos į keturias teorijų grupes, – nuo rinkos atsako teorijų, kurios neturi pereinamųjų efektų, pereinama prie įtikinimo teorijų, kurių ribose ilgą laiką plėtotos racionalaus poveikio teorijos buvo peržiūrėtos emocinio poveikio aspektu. Populiarinimo ir patirties teorijų ribose apsvarstytas reklamos ir informacijos, reklamos ir individo patirties santykis. Siekiant įvertinti reklamos ir knygų verslo sąveiką, analizuota knygų reklamos teorija, nagrinėti mokslo darbai, tyrę knygų reklamos ir rinkodaros klausimus, rinkos tyrimai. Tyrime svarstomi knygų rinkos bruožai, formuojantys reklamos komunikaciją, poveikio aspektu nagrinėjami knygų reklamos objektai. Reklamos poveikio tyrimas buvo vykdomas dviem etapais, – pirmajame etape atliktas eksperimentas, kurio metu buvo vertinama reklamos, prekės ženklo ir kitų faktorių įtaka knygų pasirinkimui; antrajame etape atliktas tyrimas gautiems duomenims paaiškinti – reklamos poveikis išnagrinėtas individo patirties kontekste, nustatyta reklamos poveikio sistema knygų rinkoje, išskirti reklamos poveikį diferencijuojantys veiksniai. / Paper represents the research of influence of advertising and its results. The research was conducted in two stages: an experiment to evaluate influence of advertising, trademark, and other factors on the choice of books, and a research to interpret the obtained data – influence of advertising was interpreted in the context of respondents’ experience, system of influence of advertising in book market was established, factors differentiating influence of advertising were singled out. The research also analyses theories of advertising influence and estimates the relation between advertising and book business. Theories of the influence of advertising fall into four groups. From theories of market response that bring no transitional effects it is proceeded to theories of persuasion. The relation of advertising and individual experience, and advertising and information was looked into in the framework of publicity and experience. In the second part, book advertising theory was analysed, preceding scientific research and approach to advertising in scientific research of publishing sector were studied, and market research conducted in various countries were analysed to estimate the relation between advertising and book business. Theoretical part of the investigation addresses traits of book market that shape communication of advertising, and subjects of book advertising are estimated from the point of view of influence.

The following thesis concerns the conceptualization of openness within the open access movement. Open accesscan be understood as a phenomenon or a movement that aims at changing the current system of scholarly communication.Consequentially, the movements goals arose in relation to the escalating serials crisis in scholarly communicationand the increasing power of commercial publishers. The purpose of the thesis is to study three centralopen access declarations with the aim of uncovering the different conceptualizations of openness found withinthese texts. Leaning on the theoretical position known as actor-network theory, the declarations role within a surroundingnetwork is explored by focusing on how openness as a concept has been produced and reproduced bycentral actors. Two overarching questions frames the study: How is openness conceptualized within the declarations?And how can openness, as a concept, be understood as an effect generated by a larger network?The first part of the study focuses on the first question. In order to provide an answer I have conducted athematically structured text analysis of the declarations. The results of this part show that openness, in relation toopen access, is part of a discourse where research is considered a public good. I claim that this indicates thatopenness is related to the larger questions of information freedom and the enclosure of intellectual commons.The purpose of openness is described within the declarations as contributing to mechanisms of decentralized controlover information, which in itself generates a greater efficiency and lower costs in regards to scholarly communication.The second part of the study is concerned with the larger, overarching network and in what way the conceptualizationof openness can be seen as a network generated effect. To answer this question I deploy the theoreticaltools provided by ANT. Focus lies on how the declarations relate to each other and on how central actors havecontributed to the conceptualizations. The results show that openness and open access has shifting meanings thathave been modified in various ways. They also show that actors through a collective negotiation process defineand shape the meaning of openness by circulating ideas on electronic dissemination and distributed processes

Why write music theory and publish it? In the thesis I investigate the reasons for a seeming over-abundance of practically oriented music treatises in early seventeenth-century Italy. Throughout I challenge our conventional assessment of the study of music theory: I suggest that we can define a music-theoretical text in terms of its material form in addition to its content. Adriano Banchieri (1568-1634) was the most prolific theorist in early seventeenth-century Italy. His music-theory books exemplify contemporary printing patterns, an overt practical focus, and a synthesis of contemporary theoretical innovations. In Chapter 1, after considering the meaning of 'music theory' and how it is typically classified, I discuss the process of and purposes for writing and publishing music theory. In Chapter 2 I explore Banchieri's practical and philosophical motives for writing music theory, and thus introduce the reader to his music-theoretical corpus. The focus of the thesis then broadens: in Chapter 3 I survey the typical authors, publishing houses, content, material form, function and readers of the various kinds of theoretical texts printed in Italy between 1600 and 1630. In Chapter 4 I examine the widespread practice of publishing second and revised editions of music-theory books in order to establish the extent to which a new edition corresponds to a seeming demand for a particular text. The case study of the paratext of Banchieri's Conclusiones de musica (Bologna, 1627) in Chapter 5 demonstrates the great extent to which the preliminary matter of an early Seicento music-theory book is embedded in its socio-cultural context and how a paratext projects ideas contained in the text proper. Lastly, in Chapter 6 I explore to whom and in which particular forums theoretical writings circulated. Here I focus principally on Banchieri's printed letters, which provide evidence of how an author circulated his music books.

The principal argument of this thesis is that royalist literary publishing in the civil wars and Interregnum was a more coherent and wider movement than has been recognised. It asserts the importance of print culture to royalists, both as a vehicle for personal responses to political circumstances, and as a means to criticize and undermine the opposition. The thesis uses the publisher Humphrey Moseley as a lens through which to examine the publisher's role in the dissemination of a wide range of royalist texts. It demonstrates that publishers, as well as authors, were driven by their political and ideological opinions. The thesis begins by establishing that the royalist and Anglican convictions expressed within the texts published by Moseley corresponded with his own. This opening chapter also demonstrates the editorial control that he exerted when publishing a book. Next follow five case studies. In the second chapter I examine writings of Moseley's most prolific author, James Howell. I show that until the censorship legislation of September 1649, Howell published royalist polemical pamphlets. I argue that in response to the censorship act Howell shifted to a more subtle method of polemical writing, most notably when he embedded extracts from his polemical pamphlets in his historical allegory Dodona's Grove which Moseley published in 1650. Chapters Three to Six are genre-based case studies. These chapters analyse the ways that a variety of genres were used by royalists in support of the Stuart cause and the Anglican Church. In the final chapter I set Moseley within the context of royalist publishing more widely. I review the careers of Henry Seile and Richard Royston to demonstrate that Moseley was not the only publisher committed to the royalist cause and that his productions belonged to a broad spectrum of royalist publishing.

Technologists predict that electronic information dissemination will create a paperless work environment. In spite of such predictions, paper-based internal communication will remain the primary medium for disseminating information in organizations for decades to come. However, electronic technology will have an impact on paper information production that may be more profound than changes following word processing's introduction. Previously unavailable for everyday production to enhance word meaning, certain graphic techniques now can be used to access readers' preconditioned symbol meanings to increase comprehension of routine correspondence and information internalization. This quasi-experimental field study examines interactions among laser-printer graphic treatment and communication variables as contributors to explaining variance in comprehension. Set Multiple Regression/Correlation analysis identifies significant variance explained by conditional relationships between near-typeset quality text and readers' self-interest and between near-typeset quality text and text's readability. The conditional relationship of near-typeset quality and self-interest shows increase in reader comprehension at a greater rate than the comprehension increase rate attributed to the reader's self-interest increase alone. This suggests that conditional relationships may be accessing an internal judgment process interpreting greater self-interest in near-typeset printed text. The conditional relationship between near-typeset quality and readability reveals that at more difficult reading levels comprehension is greater for near-typeset text. The significance of this relationship indicates that an internal judgment process is involved rather than the difference being attributed to legibility treatment. The strength of these conditional relationships suggests that planning for communication policies and practices should be a part of organizational strategic planning in the same ways as are financial analysis, operations planning, or human resource management.

The problem of this study was to determine how, and to what degree, a representative contemporary special interest magazine projected editorial, advertising, circulation, and financial obligations prior to publication and during its infancy. In essence, how did a representative nonsubsidized city magazine identify a marketable audience, resolve advertising and circulation policies, and meet financial obligations? Specifically, this study explored--in six chapters--the mechanics of pre- and post-publication planning at D, The Magazine of Dallas, which began publication in October, 1974. This study determined that twelve common denominators are essential, but are not necessarily a guarantee, for the success of a planned or newly introduced nonsubsidized special interest magazine.

This study traces the history of the Plano Star-Courier. Information was obtained from newspaper files, interviews, and directories. The thesis is divided into six chapters: Chapter I introduces the study; Chapter II chronicles the founding of Plano and the first newspaper publications; Chapter III concerns consolidation of the newspapers in Plano; Chapter IV traces the changes in ownership; Chapter V describes the newspaper under family ownership and corporation ownership; Chapter VI summarizes the history, influence, and future of the Star-Courier. This thesis combines the history of the Plano Star- Courier and the previously unwritten history of the town. For 100 years, the Star-Courier reflected the attitudes, values, and needs of people in the community.

Scholars and literary enthusiasts have struggled for decades to account for editor Maxwell Perkins’s unparalleled success in facilitating the careers of many of the early twentieth century’s most enduring and profitable writers, among them F. Scott Fitzgerald, Ernest Hemingway, and Thomas Wolfe. This study seeks to penetrate that mystery by dissecting Perkins’s editorial practice and examining how he navigated the competing tensions between commercial success and aesthetic integrity in various circumstances. At play in the construction of his literary legacy are prevailing perceptions of authorship, complex interpersonal relationships, and the inherent battle between art and commerce. Focusing on his day-to-day activities, it is apparent that Perkins was guided by a unique editorial double vision—the propensity to appreciate the aesthetic experience while retaining the critical detachment necessary to appraise a literary work from a commercial standpoint—when solving the paradoxical dilemmas inherent in modern publishing.