Transmedia Storytelling:Research on Red Culture Reading Promotion Model in Academic Libraries
To promote Red Culture with cultural instruction,reading promotion activities and collection resources is an important way for academic libraries to exert holistic education and inherit fine traditional Chinese culture.Current research on Red Culture reading promotion mainly focused on the instructional function of Red Culture,the innovation of forms and the diversification of subjects.However,there is a lack of in-depth study on the role of media in the Red Culture reading activities in academic libraries.In order to maximize the instructional function of academic libraries in promoting Red Culture,this paper attempted to propose a Red Culture reading promotion model based on Transmedia Storytelling Theory.With methodology of literature review,theoretical analysis and case studies,this article conducted a deep study of the Transmedia Storytelling Theory and analyzed its application on Red Culture reading promotion activities.Based on the Transmedia Storytelling Theory,it proposed three aspects to develop Red Culture reading promotion and took the practices of Nankai University Library as a case to testify the feasibility of this model.(1) Media convergence corresponds to the content generation in Red Culture reading promotion,aiming to sort out the Red Culture collections of the library and enrich the layers of Red Stories through content convergence,channel convergence,and terminal convergence.(2) Story construction corresponds to the deep development of Red cultural resources,focusing on the multi-angle interpretation of Red Culture through spatial storytelling,character storytelling,and immersive storytelling,expanding the connotation of the story world and broadening the depth and breadth of Red Culture reading promotion.(3) Fan participation refers to readers-actively engagement with media content in various ways beyond passive consumption including forms such as joint dissemination,live interaction,and reader creation to encourage reader participant and generate collective intelligence,achieving better promoting effect.The article concludes that the Transmedia Storytelling model provides an applicable framework for academic libraries to promote Red Culture through reading activities,including resources development,promotion models,service scenarios and media advocacy.It provides reference not only for academic libraries but other types of libraries to conduct reading promotion activities with different features.Future research on Red Culture reading promotion is called for based on more practices,and integration with other disciplines ranging from communication studies,management,sociology to marketing is required to further refine the theoretical framework.
Red CultureTransmedia StorytellingReading PromotionAcademic Library
万方数据
维普
