Pioneer Bookstore As A Medium

In the development period of material and spatial transformation of communication,media can refer to various types of communication carriers,such as transportation facilities,city building.The medium is the bond of relationship,the field of memory,it’s also a symbol.The bookstore has played the role of knowledge medium since its birth.It is an intermediary of knowledge,organizing and protecting knowledge;it is a technology that enables face-to-face communication and oral knowledge to be effectively preserved in daily life.As knowledge managers,the bookstores conduct the construction and classification of knowledge by controlling the power of knowledge and fight for that with technology.Traditional bookstore is the medium to spreading ideas,and informal communication is used to reproduce knowledge in bookstores.The media function of modern physical bookstores on knowledge organization has been weakened.They try to strengthen the function of their relationship with people and cities.The Librairie Avant-garde constructs a community of "literati" for customers.It has a cultural symbol,produces the benign interaction with the participation and transmits the message.It also provides a physical space for people,so that confused urbanites can feel the authenticity of the presence,and shape cultural identity through a variety of cultural ceremonies such as activities and exhibitions.It survived the impact of technology,while actively using new media for self-construction and protection.Librairie Avant-garde has a friendly interaction with Nanjing,it is an important medium for the government to promote the city culture.The Librairie Avant-garde has been built into a cultural shrine and a symbol through the joint action of the media,the public and itself,it has become a medium of representation.The Librairie Avant-garde is an online celebrity,from a place of knowledge consumption to cultural consumption.It is the memory field of a generation of Nanjing,deeply embedded in the daily life of the city people.Through the new media,the public participates in the construction of pioneer cultural symbols,and reproduces the image space with Librairie Avant-garde’s spirit in the network.Bookstores are a medium and also a kind of technology.People attach symbolic meaning to technology through communication.The old function of bookstores is no longer important to modern people,but they need it to play a symbolic effect and enjoy the representational image created by themselves.