图书馆社交媒体形象的差异化建构

——以东莞图书馆为例

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关键词：图书馆；社交媒体；媒介形象；自塑形象；他塑形象中图分类号：G252.1 文献标识码：A

Differentiated Construction of a Library's Social Media lmage： A Case Study of Dongguan Library

AbstractAlibrary’ssocial media imageconsistsofself-createdimageandother-createdimage.This paperutilizesPython tocollect data from the official WeChat service acount ofDongguan Library and user reviews from Dianping.com. Using KHCoder and Gephi，topicclustermapsandhigh-frequencykeywordco-occurrencenetworks weregenerated forboth the WeChat content and reviews on Dianping.com.The analysis reveals aclear discrepancy： while Dongguan Library aims to presentamoderizedimagefocusedonup-to-datecollectionsandpublicservices，readersstillpredominantlyperceiv itas a traditionallibrarycenteredonoflineservices.Tobridgethisgapbetweenthelibrary’sself-createdimageandother-created image，the paper recommends two strategies：developing a multi-dimensional promotional approach to enhance public understandingofthe library，andoptimizing resources andservices tobuildastronger，culturallyresonant librarybrand.

Key words library; social media; media image; self-created image; other-created image

1引言

WeareSocial联合发布的调查报告显示，2024年全球社交媒体活跃用户数量突破50亿，中国用户超10亿。（剩余11248字）