公共意识融入宣传片创作方式的三种表现--以纽约公共图书馆和波士顿公共图书馆形象宣传片架设为例

Three Characteristics of Publicity Films of Public Library: Taking New York Public Library and Boston Public Library as Examples

公共图书馆作为与公众保持长期情感互动的文化支柱型机构,其公共意识并不局限于知识共享与技术开发层面,也反映在与公众建立联系的有效性和积极性上。互联网技术背景下,公共图书馆作为公共文化服务体系的重要组成部分,需要直面形象建构、信息传播方法的新挑战。本文从"宣传片"视角入手,围绕纽约公共图书馆和波士顿公共图书馆近年来的宣传片案例,讨论图书馆的公共意识融入具体宣传片创作后体现出的三组特征。新时期的公共图书馆宣传片不再是单向输出的"自我介绍",而成为一种视觉化的、与公众进行对话的途径。

As one of the cultural pillars that maintain long-term emotional interactions with the public, public library should proactively and efficiently build connections with the general public. Against the backdrop of prevalent Internet technology, public library is now facing the new challenges of image building and innovative dissemination of information. Taking the publicity films of New York Public Library and Boston Public Library as case studies, the paper discusses how libraries are aware of the public needs/trends, how they integrate this public awareness into their publicity films, and the three characteristics of such promotion production in the new era. The public library’s promotional film is no longer a one-way "self-introduction" piece, but a visualized dialogue with the public.