融媒体时代书店的空间生产与符号建构——以先锋书店为例

Space Production and Symbol Construction of Bookstores in the Era of Media Convergence:Taking Pioneer Bookstore as an Example

书店既是城市公共空间中必不可少的文化景观,也是个体应对社会生产、生活压力的庇护场所。面对融媒体时代信息技术革新和网络书店的崛起,文章从空间生产与符号消费理论出发,运用基于先锋书店网络文本数据的定量研究与参与式观察的定性分析方法,解读书店的空间生产机制,探索书店空间的符号建构路径:以“向内转”视角看,书店通过景观符号、物象符号、行为符号的融合创新,营造诗意化、人文化、生活化的消费空间;以“向外转”视角看,从消费者的身份认同、“异托邦”的精神关切、空间议题的普世价值三方面呈现书店本身的符号化过程,彰显空间具身性、仪式化与注重辐射传播的文化象征意义。

Bookstores are an indispensable human landscape in urban public space as well as a "refuge" for individuals to cope with the pressure of social production and daily life.Facing the innovation of information technology and the rise of online bookstores in the era of media convergence,this paper uses quantitative research methods based on online text data of Pioneer Bookstores and qualitative analysis methods of participatory observation to interpret the bookstore space production mechanism from the theoretical perspective of space production and symbolic consumption.This paper also explores the symbol construction path of bookstore space inwardly and outwardly:from the perspective of turning inward,bookstores create a poetic,cultural and life-like consumption space through the integration and innovation of landscape,object symbols and behavior symbols;from the perspective of turning outward,the symbolic process of the bookstore itself is presented in three aspects,which include the identity of consumers,the heterotopia spiritual concerns,and the universal value of the space issue.The purpose is to highlight the embodied,ritualized and radiated cultural symbolism of the space.