A Study Of Cultural Communication In Urban Bookstores

In recent years,with the national call for reading,and traditional bookstores have been forced to transform because of business difficulties,there is a kind of urban public reading space characterized by free book reading in the streets and communities of some cities in China.The emergence of urban public reading space has greatly enriched the coverage and form of grass-roots culture in China.Under the national policy of encouraging social forces to participate in the construction of urban public reading space,government forces and civil forces joined in the urban public reading space,and created a unique reading space according to the local situation.In this way,the government hopes to be closer to the life of urban residents and meet their reading needs.The study called Nan Shu Fang is a public reading space established by the cooperation of social forces and local communities.In the past five years,it has developed into a small group enterprise with five characteristic study rooms in Nanjing.The birth and development of Nan Shu Fang has not only the influence of historical tradition,but also the opportunity of modern social economy.This paper sorts out the process of the generation and development of the study from the perspective of the environment and social background.From the perspective of cultural communication,the paper discusses the existence value and cultural orientation of the study,and analyzes the audience's personnel composition and reading motivation.This paper makes a comparative study on the online and offline communication mode of the study.At the same time,the author also selects the cultural activities held in the study in the past year to classify and summarize their cultural activities.Under the background of the development of market economy,this paper also investigates the cost-benefit,management mode and characteristic cultural service of Nan Shu Fang,and discusses the strategy of cultural marketing from the perspective of communication.Finally,in view of the study called Nan Shu Fang,a new cultural service place at the grass-roots level,this paper affirms its social value in meeting the cultural needs of the grass-roots level,protecting the urban landscape,and promoting the construction of a scholarly society from the micro,meso and macro perspectives.However,in the process of investigation and writing,the challenges and threats still exist faced by Nan Shu Fang and other urban public reading spaces.How to highlight their core value and innovation ability in the fierce competition,how to formulate and implement the strategy for the long-term development of urban public reading space,and how to balance the contradiction between commerciality and culture are all issues worthy of consideration of other reading spaces in China.