图书出版品牌“理想国”的创意传播——以“沟通元”为中心

Creative Communication of the Book Publishing Brand “Imaginist”—Centered around the “Communication Meme”

摘要: 面对互联网及数字媒体带来的新传播语境，创意传播为传统出版社在数字生活空间重新定位自身、获取注意力资源提供了新的解决路径。图书出版品牌“理想国”以沟通元的塑造为创意传播的起点，通过塑造文化共同体的事件、日常化与意义游移的文本、带来具身化内容生产的视听、建构仪式化消费场景的体验等沟通元的表现形式，塑造了“优质的人文社科书籍出版”这一核心文化价值，启示着图书出版品牌在创意传播中应以沟通元为中心，充分发挥沟通元不同表现形式的创意效果，在核心文化价值的回归中，避免媒介中心主义对图书出版主体性地位的剥夺，寻回图书出版的核心优势与存在价值，真正实现图书出版的创意传播。

Abstract: Facing the new communication context brought by the Internet and digital media, Creative Communication provides a new solution for traditional publishing houses to gain attention resources in the digital space by redefining their identity. The book publishing brand “Imaginist” initiates creative communication by shaping “communication memes”. By utilizing diverse forms of “communication memes”, such as community-building events, daily texts with evolving meanings, audio-visual programs producing embodied content, and experiences that construct ritualized scenes of consumption, “Imaginist” shapes the fundamental cultural value of “publishing high-quality humanities and social science books”. This serves as an inspiration for other book publishing brands to prioritize communication memes and harness their creative impact through various mediums in their creative communication efforts. Only by focusing on core cultural values can book publishing brands protect their central position, rediscover their core strengths and existential value against Media-centrism, ultimately achieving truly effective creative communication.