基于宣傳片的高校圖書館媒介形象及自我建構(gòu)策略探究

打開文本圖片集

摘   要：文章選取20部有代表性的中外高校圖書館宣傳片，以鏡頭為分析單元，以扎根理論思想為方法基礎(chǔ)，從內(nèi)部空間、館藏資源、服務(wù)、文化、技術(shù)與外部環(huán)境六個方面對影像中所呈現(xiàn)的高校圖書館媒介形象進行了內(nèi)容分析?；诜治鼋Y(jié)果，提出高校圖書館借助于宣傳片進行媒介形象建構(gòu)的參考策略。

關(guān)鍵詞：高校圖書館；媒介形象；宣傳片

中圖分類號：G258.6   文獻標(biāo)識碼：Ａ   DOI：10.11968/tsyqb.1003-6938.2022028

Research on Media Image and Self-construction Strategy of University Library Based on Publicity Films

Abstract Twenty representative publicity films of Chinese and foreign university libraries are selected in this paper， with shot as the analysis unit， and grounded theoretical ideas as the method basis. The image is analyzed from six aspects： internal space， collection resources， services， culture， technology and external environment. The media image of the university library presented in the content analysis is carried out. On the basis of the analysis results， a reference strategy is proposed for the media image construction of university libraries based on library publicity film.

Key words university library； media image； publicity film

1   引言

媒介形象是媒介主體在大眾傳播媒介中呈現(xiàn)出來的公開形象［1］。（剩余7973字）