The Image Study Of Chongqing Independent Bookstore: Based On The Theory Of Space Production

In the 1990 s,China's well-known independent bookstores began to grow up.From then on,there have been two bookstore bankruptcy tide.Since 2014,with the support of goverment policy,the development of independent bookstores in China has entered a period of slow rise,and the media coverage of bookstores has gradually increased.What laws the media coverage on independent bookstores are?What's connection between the effect of media coverage and the perception of independent bookstore by the audience?What's wrong with such kind of coverage in re-create the image of the independent bookstore?Whether there is any deviation from the audience perception?What references to the image dissemination and improvement of the independent bookstore itself.Those questions have become the core issues of media reporting and audience identification in Chongqing independent bookstores.This paper classifies and statistics on the relevant reports of Chongqing Independent Bookstore in Baidu News during 2014-2019 by the content analysis method,and the use of spss and rost software respectively made statistical analysis and word frequency analysis,found that the number of media reports and time distribution of centrality,that is,reporting and policy release,Public opinion hot spots are closely related;bookstore operators or employees have mastered most of the right to speak;soft text and other forms of reporting style,the report title highlights interesting and entertaining,and the report homogenization phenomenon is more common,the overall related reports tend to surface The business portal has the most coverage,and the topics of the report are mainly based on the characteristics of bookstore operation,the development of activities and the appearance of the image.The tone of media coverage is mainly positive,and the content has a tendency to model,and the number of negative reports is very small,reflecting the problem of a single,so the image of Chongqing independent bookstore under the media construction is almost all positive.In general,the media presents four kinds of images: cultural salon exhibition platform,the spirit of public reading place,full-featured cultural living room and high appearance,unique location.This paper uses the eight-claw fish reptile software to select the audience reviews of Chongqing Fine Book Store and Nanshan Bookstore in the public review network,and uses the text analysis method to interpret it.Combined with the division of thethree-element attribute of space under lefebvor's theory of space production,that is,material space,spiritual space and social space,the audience's perception and recognition of bookstores are divided into recognition of these three spaces.The study found that the audience's perception of the material spatial elements of bookstores is the strongest,which is basically in line with the tone of media reporting.However,the audience's perception of bookstore culture,activities,bookstore groups,such as waiters and other consumers,is weak in spiritual space and social space,and the media reports are biased.The media image report deviation of independent bookstore is influenced by three factors,such as the decisive influence of policy,the significant influence of commercial interests and the amplification effect of the image of bookstore as a whole.The last part of this paper combined with the audience's identity to improve the image of Chongqing independent bookstore itself put forward four suggestions,namely: highlighting the cultural factors in the dissemination of images,pay attention to cooperation with the mainstream media and the government,establish good communication,pay attention to service management,improve the quality of bookstore practitioners,enrich the collection resources,improve the quality of cultural activities.