融媒体视域下高校图书馆红色文化阅读推广调查分析与优化路径研究  

Research on the Investigation and Optimization of Promoting Red Culture Reading in University Libra fromthe Perspective of Converged Media

作　　者：石剑兰 卢恒 Shi Jianlan;Lu Heng(Shaanxi Academy of Social Sciences,Xi'an 710065;School of Journalism and Communication,Shaanxi Normal University,Xi'an 710119)

机构地区：[1]陕西省社会科学院,西安710065 [2]陕西师范大学新闻与传播学院,西安710119

出　　处：《图书情报工作》2024年第19期15-28,共14页Library and Information Service

基　　金：2024年陕西省社科基金“习近平文化思想研究”委托项目“构建陕西文化强省指标体系研究”(项目编号:2024WHWT18);陕西省社会科学院2023年青年项目“陕西数字文旅多元深度融合路径研究”(项目编号:23QN19)研究成果之一。

摘　　要：[目的 /意义]探究融媒体视域下高校图书馆红色文化阅读推广的创新发展路径,对于业界充分发挥融媒体传播矩阵优势、开展红色文化阅读推广实践活动具有重要意义。[方法 /过程]通过网络调研、实地调研、文献调研、电话访谈相结合的方法对42所“双一流”高校图书馆红色文化阅读推广实践现状进行全面调研,对调查结果进行归类、统计和分析,并借鉴利益相关者理论和社会营销理论逻辑构建高校图书馆红色文化阅读推广实施框架。[结果 /结论 ]厘清影响高校图书馆红色文化阅读推广的关键因素,包括红色资源、空间、活动、利益相关体、传播媒介与绩效评估6大方面。从红色文化资源通融、空间交融、活动多融、宣传互融以及利益共融等方面提出融媒体与红色文化阅读推广相融合的创新路径。[Purpose/Significancel Exploring the innovative development of red culture reading promotion in university libraries from the perspective of converged media is of great significance for relevant institutions to fully leverage the advantages of converged media communication matrix and carry out practical activities for promoting red culture reading.[Method/Processl A comprehensive survey was conducted on the current situation of promoting red culture reading in 42"Double First Class"university libraries through online research,face-to-face interviews,lit-erature reviews,and telephone interviews.The survey results were classified,statistically analyzed,and a framework was constructed by drawing on stakeholder theory and the logic of social marketing theory.[Result/Conclusion]This study identifies six key factors influencing the red culture reading promotion in university libraries including red re-sources,space,activities,stakeholders,communication media,and performance evaluation.It proposes an innovative path for the integration of converged media and red culture reading promotion from the aspects of red cultural resourc-es integration,spatial integration,multi-activity integration,publicity integration,and interest integration.

关 键 词：融媒体 高校图书馆 红色文化 阅读推广 

分 类 号：G258.6[文化科学—图书馆学]