公共图书馆公益讲座在抖音平台直播的策略研究--以赣图大讲堂为例  

Research on the Strategy of Public Library Public Lectures Live Broadcast on Tiktok Platform:Taking the Gantu Lecture Hall as an Example

作　　者：戴翔[1] DAI Xiang(Jiangxi Provincial Library,NanChang 330038,China)

机构地区：[1]江西省图书馆,江西南昌330038

出　　处：《图书馆研究》2025年第1期67-76,共10页Library Research

基　　金：2024年中国图书馆学会阅读推广课题一般项目“公共图书馆少儿精准阅读研究”(项目编号:2024LSCYDFZZYB113)研究成果之一。

摘　　要：随着互联网技术的飞速发展,社交媒体平台已成为信息传播与互动的重要渠道。抖音,作为中国最受欢迎的互联网短视频及直播平台之一,凭借其庞大的用户基础和高度的社会影响力,为各类机构和个人提供了全新的内容营销和服务模式。公共图书馆作为文化传播和知识普及的重要场所,积极探索在抖音平台上的公益讲座直播,成为提升服务覆盖面和影响力的新途径。在调查公共图书馆抖音平台直播概况的基础上,以江西省图书馆“赣图大讲堂”为例,分析公益讲座抖音平台直播特点,从正确选择讲座内容与主题、提升品牌建设影响力,以专业直播团队力量实现视频与直播相结合、加强与用户的互动、以推广公益活动扩大直播社会影响力、基于总结经验持续优化服务等方面提出公共图书馆在抖音平台上直播公益讲座的优化建议。With the rapid development of Internet technology,social media platform has become an important channel for information dissemination and interaction.Tiktok,as one of the most popular Internet short video and live broadcast platforms in China,has provided a new content marketing and service model for various insti⁃tutions and individuals with its huge user base and high social influence.As an important place for cultural dissemination and knowledge popularization,public libraries actively explore the live broadcast of public lectures on the Tiktok platform,which has become a new way to improve service coverage and influence.Based on the survey of the live broadcast of public libraries on the Tiktok platform,taking the"Gantu Lec⁃ture Hall"of Jiangxi Provincial Library as an example,this paper analyzes the characteristics of the live broadcast of public benefit lectures on the Tiktok platform,and puts forward optimization suggestions for public libraries to broadcast public benefit lectures on the Tiktok platform from the aspects of correctly se⁃lecting lecture content and theme,improving brand building influence,combining video with live broadcast with professional live broadcast team strength,strengthening interaction with users,promoting public bene⁃fit activities,expanding the social influence of live broadcast,and continuously optimizing services based on summarizing experience.

关 键 词：公共图书馆 讲座 抖音直播 

分 类 号：G250.73[文化科学—图书馆学]