Research On The Creation And Dissemination Of Urban Image By Independent Bookstores

In the process of accelerating the urbanization process in China,the city image as a cultural soft power is an important factor that reflects the city's core competitiveness.From the perspective of urban communication,city image includes both physical space layout,cultural attribution and emotional resonance in the media,which is a combination of material space and representation space.As an important cultural place in the city,does the independent bookstore have an impact on the construction of the city's image? What role does independent bookstores play in shaping and disseminating city image as physical space media and the content of mass media?These are the questions this article tries to answer.Based on McLuhan's "pan-media" theory,the author regards independent bookstores as the "media" to spread and shape the city's image.Unlike mass media as a professional communication agency,independent bookstores can not only change the spatial layout of the city,As an intermediary to spread the image of the city,it emphasizes the role of independent bookstores in shaping and spreading the city's cultural image.This study takes Hangzhou Xiaofeng Bookstore as an example,uses field investigation to deeply analyze the propagation path of Xiaofeng Bookstore'sconstruction of the city's image,uses questionnaire survey to analyze the audience's overall evaluation and perception of Hangzhou's urban image,and explores Hangzhou Xiaofeng Bookstore as the medium How to shape the city image of Hangzhou.The function of independent bookstores is explored based on various causes and variables that affect the image of the city.In the context of the continuous rise of independent bookstores in the city,it provides basis and reference for the positioning and layout of independent bookstores.Making good use of the resource advantage of independent bookstores has a positive significance in shaping and spreading the city's image.