摘要
近年来,随着短视频的迅速风靡,借助短视频开展红色资源推广成为图书馆的重要服务手段。文章基于SIPS理论的消费者行为阶段视角,即共鸣、确认、参与以及共享和扩散,采取定量与定性相结合的方法,基于抖音平台调研我国省级公共图书馆红色短视频阅读推广现状,发现红色短视频阅读推广存在内容建设思路不清晰、平台运营管理不专业、多维互动机制不完善以及目标受众定位不准确等问题。未来,可以从内容建设布局、平台运营水平、多维互动机制、定位目标受众4个方面寻求突破,助力公共图书馆实现“抖音短视频+红色文化阅读推广”新媒体矩阵的创新发展。
In recent years,with the rapid popularity of short videos,the promotion of red resources with the help of short videos has become an important service means for library.From the perspective of consumer behavior stages of SiPs theory,namely resonance,confirmation,participation and sharing and diffusion,this paper adopts a combination of quantitative and qualitative methods to investigate the current situation of red short video reading promotion in provincial public libraries in China based on the Douyin platform,and finds series of problems:content construction idea is not clear,platform operation management is not professional,multidimensional interactive mechanism is not perfect and the target audience positioning is not accurate.In the future,breakthroughs can be sought from the four aspects:clarifying the content construction layout to activate the reader resonance point,improving the platform operation level to strengthen the recognition of reader value,creating a multi-dimensional interaction mechanism to improve readers'participation,accurately positioning the target audience to promote the reader sharing and diffusion.Under the guide of these optimizing strategies,the provincial public libraries can realize the innovative development of the new media matrix of"Douyin short videos+red cultural reading promotion".
出处
《图书馆学研究》
北大核心
2024年第6期91-100,共10页
Research on Library Science
基金
湖南省图书馆学会2024年度课题“湖南公共图书馆红色资源阅读推广创新路径研究”
湖南省教育厅科学研究项目“湖南高校图书馆红色文献数字化挖掘利用研究”(项目编号:23C0037)
湘潭大学第十二批教学改革研究项目“课程思政视域下高校信息素养课程教学改革与实践研究”的研究成果之一。
