The Study Of Academic Library Culture Based On Micro-blog Of Sina

With the progress of human civilization and the development of science and technology, academic libraries have been undergoing profound changes in resources and services. The traditional areas and collections of library are no longer its core advantage, academic libraries are facing new challenges. Because of library culture's inimitability and uniqueness, more and more academic libraries are paying attention to it and making it an important driving force to improve core competitiveness and promote sustainable development. The latest network media micro-blog accumulates users quickly, and it has a wide coverage and strong interaction, which is an important platform for academic libraries to expand services and represent culture.This research selects the most representative and influential micro-blog in China, Sina, as the research site. It takes academic library micro-blogs as the research object, and uses the knowledge of library science, communication science, sociology and information science, and it uses literature research method, investigation method, content analysis method, statistical analysis method and other research methods to analyze the appearance, content and organization of academic library micro-blogs. The paper summarizes the new features, new connotations and new construction of academic library culture and also introduces the promotional strategies based on the micro-blog of Sina.In the first chapter, the background and the significance of the research is described. On one hand, academic libraries are up against a crisis of challenges and existence. On the other hand, the academic library culture plays an important role not only in its own, but also in their readers and the surrounding community. Thus, this research has great significance.The second chapter introduces the concepts and theories of library culture and micro-blog. Library culture consists mainly of four components:material culture, behavior culture, institutional culture and spiritual culture. Micro-blog is a new method of information exchange, in which information is released conveniently, quickly and broadly. It has the characteristics of popular, high-speed and circle-group.The third chapter analyzes the appearance characters and content features of academic library micro-blogs, and summarizes the academic library culture that reflects the needs of readers. The objects are46academic library micro-blogs which have more than2,000fans and have got Sina's official certifications. This section analyzes their appearance characters, including micro-blog's name, domain name, head portrait, background and introduction.etc. It also analyzes the content features, including main contents, areas of interest, keywords and the popular contents.etc. The conclusion is that the styles of appearance are overall diverse, but the designs are similar. It means that the specific needs of college readers have not been fully considered and the micro-blogs are short of norms and authority. There are some points in the contents which are popular in readers:paying attention to readers'rights, mainly digital services, both learning and leisure, innovative services, interaction with readers, cultural needs, etc. It's necessary to develop and improve the content of academic library culture. The academic libraries should attach importance to reader culture and knowledge sharing.In the forth chapter, the paper analyzes the groups and interaction of academic library micro-blogs and their interaction, which emphasizes the importance of public relations in an open environment. The research does specific analysis to the sub-sector micro-blogs, librarians' micro-blogs and micro-groups. The conclusion is that academic libraries have not established a unified network of organizational system and wisdom groups, and they have some deficiencies in the system construction and management mode. To complete the construction of academic library culture, more attention should be paid to public relations and knowledge sharing based on library services.The fifth chapter summarizes the new features, new connotations and new construction of Academic Library culture, also introduces the promotional strategies based on the micro-blog of Sina. The new features include unity of science and humanities, unity of global and local, unity of competition and cooperation, unity of academic and leisure, unity of rule by law and rule by virtue. Three new elements have been added to the content of academic library culture, including reading activities, knowledge sharing and public relationship. The construction of Academic Library culture should take the modern library spirit as the core and establish a system of academic library culture which is full of innovation and vigor. Finally, the paper takes the micro-blog of Sina as an example to introduce the promotion strategy of Academic Library culture.