新技術環(huán)境下圖書館宣傳推廣的主要內容Contentsoflibrarypublicity課件

1、一、新技術環(huán)境下圖書館事業(yè)的新變化New changes of libraries in new technology settings 1、圖書館履行職能的方式發(fā)生變化 Changes in modes of carrying out the library functions 資源組織從單一載體擴展到多載體；Organizations from single carriers to multi-carriers; 資源服務從封閉、被動式服務向開放、互動式from closed and passive services to open and interactive services 服務轉

2、變； service shifts 社會教育從以專業(yè)教育為主向社會公眾終身學習課堂轉變。Social education: from professional education to the publics long life learning. 2、圖書館服務的內容和方式發(fā)生變化Changes in contents and modes of service 多媒體資源服務；multimedia resource services 遠程信息資源訪問；visiting long-distance information resources 圖書自助借還； self-help borrowin

3、g and returning 網(wǎng)上續(xù)借與預約；online renewal and appointments 公共電子閱覽室服務；electronic reading room services 圖書館“一卡通”服務；one-card services (electronic card) 總分館制服務；service of central & branch libraries 虛擬參考咨詢服務等等。Virtual reference consultancy services 新技術應用極大提升圖書館的服務能力。New technologies promote library services

4、 greatly. 同時，以互聯(lián)網(wǎng)、手機、數(shù)字電視為代表的新媒體技術的發(fā)展日新月異, 給圖書館事業(yè)發(fā)展帶來了新的增長空間。Meanwhile, such new media technology as the internet, cell phones and digital televisions bring new space for library growth. 二、圖書館宣傳推廣的當前意義Significance of library publicity and outreach 1、何謂宣傳？What is publicity? 漢語詞典解釋：向人講解說明,進行教育;傳播,宣揚。C

5、hinese dictionary: instruction; education;information spreading; publicity. 百度百科解釋：宣傳是運用各種符號傳播一定的觀念 以影響人們的思想和行動的社會行為。Baidu: publicity is a social behavior, using symbols to spread ideas to influence others thinking and behaviors. 2、何謂圖書館宣傳？What is library publicity? 圖書館宣傳是圖書館運用各種宣傳工具積極主動推介自身優(yōu)勢的一種手段，

6、目的是提升圖書館品牌形象，影響社會公眾的圖書館意識和使用行為，讓社會公眾了解圖書館、走進圖書館、利用圖書館，以提高圖書館的利用率，營造圖書館事業(yè)發(fā)展的良好外部環(huán)境。Library publicity is a means of selling the librarys own advantages, using all kinds of publicity vehicles, with the purpose of promoting the brand image of the library, influencing the public consciousness of the libr

7、ary and behaviors of using libraries, improving the librarys efficiency of using libraries by getting the public to know libraries, and create a pleasant exterior environment of developing libraries. 3、圖書館宣傳推廣的價值意義 Significance of library publicity 是圖書館謀求長遠利益和持續(xù)發(fā)展的重要基礎。 在知識經濟時代，人們獲取知識、信息渠道越來越多元、手段越來

8、越便捷，圖書館愈來愈失去往昔知識信息中心的穩(wěn)固地位，面臨同行競爭愈來愈激烈的狀況。Is a significant basis on which the library pursues its future interests and sustainable development. With the increasing number of the convenient channels of gaining information , the originally stable position as a center of information enjoyed by the libra

9、ry was gone. Instead, it faces increasingly stiff competitions. 培養(yǎng)社會公眾對圖書館的概念認識與使 用意識。Cultivate the consciousness and understanding of the concept of libraries and the use of libraries. 讓公眾知道圖書館的存在，以及圖書館是什么？做什么？如何從圖書館受益？Let the public know the existence of the library, what the library is? What they

10、 do? How they benefit from libraries? 更新社會公眾對圖書館的傳統(tǒng)認識。 讓公眾了解到圖書館的發(fā)展變化，如其豐富多元的知識信息服務內容、服務方式和手段，知道圖書館在做什么，如何利用。 Update the publics traditional knowledge of the library.Get the public to know the development of the library, such as the rich knowledge information services, service modes and means. Know

11、what the library does and how to use the library. 強化社會公眾對圖書館的使用意識。 讓公眾了解到圖書館公平、免費、開放的服務理念，宏富的館藏、現(xiàn)代化的服務手段和專業(yè)化服務水平，保持對圖書館的使用熱情與忠誠度。Strengthen the consciousness of the public using the library. Get the public to understand that library is fair,free and open and that it enjoys rich modern service modes

12、and professional levels. Help the public keep the passion and loyalty of using libraries. 三、新技術環(huán)境下圖書館宣傳推廣的主要方式Main vehicles of library publicity in the setting of new technology1、資料宣傳Documents編制宣傳冊、宣傳單、培訓教材、工作年報等Edit booklets, leaflets, training materials, annual reports of work, etc. 2、媒體宣傳 Media通過

13、報紙、期刊、書籍、廣播、電視、電影、網(wǎng)站、博客、微博、QQ、MSN等宣傳 Newspapers, journals, books, broadcasts, websites, blogs, micro blogs, QQ, MSN, etc.3、培訓與講座宣傳Training and lectures 4、活動宣傳Activities重大節(jié)慶日活動與日常讀書活動宣傳。Important occasions and festivals5、合作宣傳Cooperation 通過開辦分館、流通點，合辦活動等宣傳。Branch libraries, circulation stations, coope

14、rative activities, etc. 6、形象宣傳（視覺、精神、行為形象）Images (visual, moral images, etc.) 1、圖書館的職能與性質-告訴民眾圖書館“是什么”。Functions and nature: what is library? 2、宣傳圖書館的服務功能、內容、資源、方式和手段-告訴民眾圖書館“做什么”“怎么利用”。Functions, contents, resources, modes and means: what libraries do and how to use libraries. 3、宣傳圖書館的發(fā)展動態(tài)與各項活動-告訴民

15、眾圖書館“在做什么”“何時利用”。 Dynamic situations and activities: what the library is doing? When to use it?4、宣傳圖書館的作用與成效-告訴社會各界圖書館存在的價值意義。Functions and results: the significance of the existence of libraries.四、新技術環(huán)境下圖書館宣傳推廣的主要內容Contents of library publicity in the setting of new technology五、圖書館宣傳推廣的策略思考Thoughts

16、 on strategies of library publicity 近年來，隨著國家對文化事業(yè)的重視，各級政府對圖書館建設支持力度加大，圖書館的辦館效益愈來愈為社會所關注，圖書館的宣傳與推廣工作也愈來愈得到各級圖書館的重視與加強。但因對圖書館宣傳推廣工作的理論認識與實踐經驗情況不同，圖書館宣傳推廣的成效差異很大。從傳播學角度，圖書館宣傳與推廣須注重把握的幾方面關鍵要素：The government has attached importance to the cultural causes and the publicity of the library has gained increa

17、sing attention and support. The achievements of library publicity differ due to variations of the understanding of publicity and the practices. In terms of communication., there are several Key factors: 注重把握宣傳的關鍵要素Key factors of publicity（一）宣傳的目標 Goals 確定重點目標，把最有價值的信息最充分地傳達給目標群體 。Determine the goal

18、and convey the most valuable information to theTarget group.（二）宣傳的受眾范圍Scope of the audience 明晰受眾范圍，宣傳的內容必須與受眾切身利益相關，了解受眾接受宣傳的態(tài)度、所處的環(huán)境、能力與水平，以有的放矢的宣傳.Clarify the scope of the audience; the contents must be related with the audience interests; understand the attitude the audience takes when they get p

19、ublicity, the surroundings, and capabilities; Publicize with purposes （三）宣傳內容和形式Contents and forms of publicity 著力方案策劃，好的策劃是宣傳成功的重要保證。注重宣傳內容的現(xiàn)實性；宣傳形式的鮮明性、生動性、親和性、互動性、主動性，以提高宣傳的關注度、吸引力與參與性 。Good strategies are connected with success of publicity. Pay attention to the reality of publicity contents, th

20、e vividness and interaction of publicity forms, in order to increase the attraction and participation of the publicity. （四）宣傳使用的媒介Means of publicity 了解和分析受眾在選擇傳播媒介時會注重和最易受哪種媒介的影響，進而選擇。通常選擇大眾傳媒。Select the medium which draws peoples attention and exerts the most influence on them. 快速傳播媒介：廣播、電視、報紙-受眾廣，

21、容易影響受眾對日常事件的看法；Fast medium: broadcast, TV, newspapers (a large audience; influence peoples opinions of daily events. 慢速傳播媒介：雜志、電影、書籍-容易影響受眾的文化和價值觀。 Slow medium: magazines, movies, book. ( easily influence the audiences culture and value.（五）宣傳反饋 Feedback 及時收集宣傳饋信息，以了解和掌握宣傳推廣成效；總結宣傳推廣工作得失，取得經驗以指導后續(xù)工作。

22、Collect the feedback information in time, understand the effects of publicity; summarize the successes and failures of publicity; gain experience for future work.六、結束語 Conclusion“圖書館是一個不斷生長的有機體”The library is a constantly growing organism-印度圖書館學家阮崗納贊在其“圖書館五定律”中提出的著名論斷： 在社會發(fā)展的歷史中，圖書館由于不斷地自我創(chuàng)造、自我變革，因而獲得生機和發(fā)展。 Mr. Ranganathan proposed in his Five Laws of Library: Libraries are growing and developing because of the self creation and self reforms. 因此，在當今形勢下，圖書館除了加強資源、技術、管理、人才等方面建設，保持館藏的增長、技術的先進、服務的開放與公平外，必須加強宣傳推廣工作，擴大圖書館的社會影響，