“抖音”短视频中实体书店的空间叙事与形象呈现  

Spatial Narrative and Image Presentation of Physical Bookstores in TikTok Short Videos

作　　者：郭晶[1,2] 张贺懿[2] 卢家恒 GUO Jing;ZHANG Heyi;LU Jiaheng(Research Center for Integrated Media Publishing,Henan University,475001,Kaifeng,China;School of Journalism and Communication,Henan University,475001,Kaifeng,China;Beijing Institute of Technology Press,100081,Beijing,China)

机构地区：[1]河南大学融媒出版研究中心,开封475001 [2]河南大学新闻与传播学院,开封475001 [3]北京理工大学出版社,北京100081

出　　处：《数字出版研究》2024年第3期65-73,共9页DIGITAL PUBLISHING RESEARCH

摘　　要：在数字技术冲击及出版业数字化转型的背景下,实体书店的经营和生存状况陷入瓶颈,而短视频生动、高效的内容表达方式和短、平、快的传播特点,既有利于实体书店自身形象的呈现,并且还能助力其数字化转型。本文以空间叙事学理论为支撑,分析实体书店在短视频中的形象呈现,阐述短视频中实体书店“叙事”与“空间”的关系。研究发现,“空间”可以作为实体书店形象呈现的手段,通过文化空间、地理空间、情感空间等多个层面的表达,实体书店能够强化受众的归属感,引发受众的线下“打卡”与二次传播行为,从而进一步增强实体书店的影响力,助力实体书店的转型升级。With the impact of digital technology and digital transformation of publishing industry,physical bookstores are in a worrying situation.The vivid and efficient expression and short and brief communication characteristics of short videos are not only conducive to image presentation of physical bookstores,but also contribute to their digital transformation.Based on spatial narrative theory,this research analyzed the image presentation of physical bookstores in short videos,and explained the relationship between“narrative”and“space”in short videos.It was found that physical bookstores could take“space”as a means of image presentation to strengthen audience's sense of belonging and trigger their offline post or other two-step flow of communication through the expression of cultural space,geographic space,and emotional space.This could further enhance the social influence of physical bookstores and help them transform and upgrade.

关 键 词：实体书店 短视频 空间叙事 形象呈现 

分 类 号：G239.23[文化科学]