书店空间数实融合的价值意蕴、现实困境及实践进路  

The Digital-Physical Fusion of Bookstores'Space:Value Implication,Realistic Dilemma and Practical Path

作　　者：郭青青 GUO Qing-qing(Taofen School of Journalism and Communication,East China University of Political Science and Law,Shanghai 201620,China)

机构地区：[1]华东政法大学韬奋新闻传播学院,上海201620

出　　处：《编辑之友》2025年第2期38-44,共7页Editorial Friend

基　　金：2022年上海市哲学社会科学规划青年课题“视觉传播视域下社会拥挤影响数字广告的机制研究”(2022EXW002);2021年华东政法大学科学研究项目“社会拥挤环境下的品牌感官体验研究”(A-1401-22-002-036)。

摘　　要：书店空间的数实融合构建了新型公共文化空间,回应了读者对新型公共阅读体验的需求,是数字化转型的重要举措。融合空间助推物理空间气氛美学传播,满足读者在社会空间的心灵慰藉需要,开创数字空间新型文化格调。但其阅读面临难以打造跨空间的情感共振、难以在跨媒介的数字互动中累积认知共鸣、难以在数字场域中达成行为共识的困境。文章借鉴三元空间范式,剖析书店空间数实融合的价值意蕴、困顿之局和破局纾困之策,围绕“谁在读”“读什么”“怎么读”,提出身体移情聚合虚实身份、人机共情介入内容生产、空间“神入”联结数实阅读场景等建议,助推书店空间数实融合建设。The digital and physical fusion of bookstores'space is a critical step of its digital transformation.This fusion builds a new public cultural space and responds to readers'desire for a new public reading experience.Based on the cyber-physical-social ternary space paradigm,this paper analyzes the value implication,realistic dilemma and practical path of digital-physical fusion of bookstores'space.This digital-physical fusion space promotes the aesthetic communication of physical space,satisfies readers'need for spiritual comfort in social space,and creates a new cultural style in digital space.However,reading in the bookstores'fusion space faces challenges such as difficulty in creating cross-space emotional resonance,accumulating cognitive resonance in cross-media digital interactions,and reaching behavioral consensus in the digital space.Focusing on"who is reading","what to read"and"how to read",suggestions are put forward from three aspects:cultivating body empathy to integrate virtual and real identities,breeding manmachine empathy involved in content production,and fostering spatial empathy connecting digital-physical reading contexts.Hence,the construction of the digital-physical fusion in bookstore spaces will move forward smoothly.

关 键 词：实体书店 数实融合空间 三元空间范式 共情阅读 

分 类 号：G230[文化科学]