Research On Cultural Communication And Interaction Design Of Ancient Books From The Perspective Of New Media

Ancient books are an important way to record and carry Chinese historical and cultural materials.Its rich historical and cultural connotations are an important part of excellent traditional culture.At present,the research on the ancient books culture in the academic circles is mainly the digital protection method of ancient books,and there are few studies on the popularization of ancient books culture.The development of the Internet era has revolutionized the inheritance of ancient books culture,brought new opportunities and provided new technical means.Taking Nanjing ancient bookstore as an example,this paper combines communication theory and systematic user demand research tools and methods to obtain a new media communication strategy and interactive experience strategy for Nanjing ancient bookstores,aiming to integrate new media interaction techniques.Provide methods and ways for the dissemination of ancient books culture.Through the investigation of the status quo of Nanjing ancient bookstores,this paper summarizes the advantages and disadvantages of its new media communication,and then analyzes the contents of the four communication elements of bookstore communicators,communication content,communication channels and recipients by combining the "5W" communication theory.Based on its establishment,its “multiple interactive communication model”.This model is used to study the user experience of the interactive experience of the bookstore,collect the user demand data through the in-depth interview method,extract the user demand level by the grounded theory research method,and calculate the weight of the elements in the user demand hierarchy through the AHP analytic hierarchy process.With sorting,the interactive experience requirements of user knowledge acquisition,interactive experience,emotion and aesthetics are obtained.Based on the above research,the new media communication strategy and interactive experience strategy of Nanjing ancient bookstores are obtained.In the design practice part,the augmented reality technology was introduced.The AR design product and the bookstore AR assisted explanation experience were the main design contents,and the design of the bookstore AR virtual interactive experience APP was completed.This topic promotes the spread of ancient books culture by enhancing the user interaction experience,broadens the user population of Nanjing ancient bookstores,and provides reference for the new media dissemination of other ancient bookstores.