以數位人文取徑探索海峽兩岸高聲譽學術圖書館的社群媒體形象

Abstract

海峽兩岸擁有相似的文化積澱和背景，但因歷史性原因，形成了不盡相同的文化氛圍與資訊利用習慣。隨著網路科技的發展與數位服務重要性的提升，社群媒體作為當代使用者進行資訊檢索、傳播及分享的主流平台，逐漸被運用至圖書館工作中。良好的圖書館形象對圖書館的整體運營至關重要，其中圖書館社群媒體形象乃是圖書館媒體形象發展的新趨勢，可以藉由圖書館在社群媒體呈現的內容，探索圖書館的形象。數位人文作為時興的跨領域研究模式，有利於以高效的方式和新穎的視角對圖書館社群媒體內容進行提取和分析。本研究選取了三組海峽兩岸高聲譽大學的四組圖書館社群媒體平台作為研究對象，結合數位人文之取徑對相關社群媒體內容進行數據挖掘、內容分析和比較研究，擷取了主題標籤、高頻詞、年度關鍵詞、重點主題作為四個面向的社群媒體形象要素，用以探索兩岸高聲譽學術圖書館社群媒體形象的構成、異同與特點。研究結果顯示，海峽兩岸高聲譽學術圖書館的社群媒體形象主要有三個層次，即形象基礎核心、重點運營形式、形象拓展策略。海峽兩岸高聲譽學術圖書館的形象基礎核心為學術資源的指引者、閱讀為本的資訊中心、館藏豐富的知識殿堂；重點運營形式為展覽、講座、互動活動、影音媒體；形象拓展策略包括傳統文化、數位化轉型、趣味創新、人文藝術、校園底蘊、科技發展、外部合作、多方關懷。另一方面，海峽兩岸高聲譽學術圖書館社群媒體形象的區域性差異主要體現在三個方面，即整合運營模式差異、主題標籤使用差異、區域特色形象差異。

Despite sharing similar cultural backgrounds, the cultural atmosphere and information usage habits across the Taiwan Strait have developed divergently due to historical reasons. With the advancement of internet technology and the growing importance of digital services, social media has become the mainstream platform for users to search, disseminate, and share information, and is being utilized in library work. Positive library image is crucial to library operation, and the social media image is a new trend in library media image development. The social media image can be explored through the content that a library presents on its social media platforms. Digital humanities, as a popular interdisciplinary research approach, facilitates the extraction and analysis of library social media content more efficiently, as well as from a new perspective. This study selects four groups of library social media platforms from three groups of prestigious universities across the Taiwan Strait as research subjects. By using digital humanities approaches, it conducts data mining, content analysis, and comparative research on relevant social media content. It identifies social media image elements by four dimensions: hashtags, high-frequency words, annual keywords, and key themes, to explore the composition, similarities, and characteristics of social media images that prestigious academic libraries across the Taiwan Strait have. This study reveals that the social media image of prestigious academic libraries across the Taiwan Strait mainly consists of three levels: the core foundation, key operational forms, and image expansion strategies. The core foundation is: guides to academic resources, information centers focused on reading, and knowledge halls with rich collections. Key operational forms comprise exhibitions, lectures, interactive activities, and audiovisual media. Image expansion strategies include traditional culture, digital transformation, fun innovation, humanities and arts, campus heritage, technological development, external collaboration, and multifaceted care. On the other hand, regional differences in social media images of these prestigious academic libraries across the Taiwan Strait are mainly reflected in three aspects: differences in integrated operation, differences in the use of hashtags, and differences in regional distinctive images.