摘要
在文化消费视域下,作为文化品牌的图书馆具有鲜明的符号价值与象征意义,图书馆品牌化的过程就是对特定符号价值与象征意义的生产和消费过程。图书馆品牌承载的形象、故事、情感、价值观成为文化消费的对象,以及图书馆从工具性到文化性定位转型的关键要素。文旅融合背景下,以"悠·图书馆"为代表的城市社区图书馆通过赋予图书馆的象征价值和体验价值,并通过品牌个性、传承文化资产、开发美学价值、讲述品牌故事等品牌意义重构的实践破解城市社区图书馆发展困境。"悠·图书馆"作为重构的城市社区图书馆品牌,通过品牌象征意义、价值观、形象、故事4个层面的符号重构策略,实现城市社区图书馆品牌创新与传播。
From the perspective of cultural consumption,library as a cultural brand has distinct symbolic value and significance.Library branding is the process of producing and consuming specific symbolic value and significance.The image,story,emotion and values of a library brand become the objects for cultural consumption,and the key elements of library positioning transformation,evolving from being "instrumental" to being "cultural".In the context of culture and tourism integration,urban community libraries,represented by U ·Library,strengthen the symbolic and experience values of libraries,and revive library brands by creating brand personality,preserving local cultural assets,developing aesthetic value and telling brand stories,attempting to crack the library development dilemma of its kind.As a reconstructed brand of urban community library,U ·Library has innovated and promoted its brand through the rebranding strategy in symbolic meaning,values,image and story.
出处
《图书馆论坛》
CSSCI
北大核心
2020年第6期110-116,共7页
Library Tribune
基金
深圳图书情报学会2018年科研课题“实证分析公共图书馆总分馆体系的运营模式与服务提升——以罗湖区图书馆悠·图书馆的建设及运营为例”(课题编号:深文体旅函[2018]407号2018291)研究成果。
作者简介
苏锦姬,副研究馆员,深圳市罗湖区图书馆馆长,962857091@qq.com。
