Independent Bookshop:Urban Space As A Medium

The materiality turn of communication studies has caused the discipline to reflect on the previous research concepts of "emphasis on spirit,light on material" and "emphasis on text and light on technology".The technical characteristics of(media)objects in practice and context affect communication practice,focusing on the "restriction" and "empowerment" of media on social action.Traditional media take "channel" as the basic model,emphasizing the tool attribute of media transmission and communication.With the continuous deepening of urban research,spatial media has gradually been paid attention to and spoken,forming a research hotspot.Independent bookstores are a type of urban space.As the largest independent bookstore founded locally in Guangzhou,1200 Bookshop has comprehensive values such as culture,history and society.It is the spiritual habitat of urban people and the dissemination center of knowledge and information.The culture and meaning of the society form a network of relationships through social interaction and interaction.It is not only information and knowledge itself,but also the carrier of landscape,meaning and relationship in space.Following the third approach of urban communication research,"the city as a medium," starting from the connotation of urban media,the bookstore space media can not only achieve the process of objectifying the concept of information in the origin of the media concept in the dynamic communication practice,but also can Living in an intermediary position to mediate the two parties(people or things)of the dual communication,and can also communicate and interact,build relationships,and show the connotation of media trends,so it has "media availability",and the independent bookstore space is a special "container type" medium.James W.Carey distinguishes communication into "transitive communication" and "ritual communication" according to the different functions and purposes of communication.The former emphasizes the flow and transfer of information,while the latter emphasizes the construction and maintenance of a common system.Focusing on 1200 Bookshop,a container-type medium,it investigates its communication practice.The "transitive communication" of bookstore space is mainly reflected in grasping knowledge access and information dissemination,focusing on its traditional functions.On the one hand,bookstores act as gatekeepers to identify,filter and classify book information,and build a rich and unique book system;level spread.The language and picture information of the bookstore space also intuitively express that it pays attention to the social environment,advocates peace and unity;builds a youth community and realizes the companionship of peers;returns to the main body and respects the unique values of individual choice.Focusing on the new functions of bookstores based on the "ritual" communication practice of bookstore space media,it mainly follows the logical sequence of "landscape construction-interactive development-meaning generation".The landscape construction mainly shows the interaction between space and people.Generating a visual spectacle,the bookstore,as a landscape,forms a power relationship with the subject in the process of being stared at.The interactive development shows the relationship between people,and the relationship between space and space(the relationship between city and bookstore)built with space as the medium.Meaning Generation discusses the double-layered logic of bookstore space generation under the intervention of a large number of symbols,the consumer society(commercial level)characterized by stacking of symbols,and the cultural system(cultural level)characterized by order establishment and sharing.From communication interaction(landscape construction,interactive development)to maintenance and establishment of order(meaning generation),it is the core of the "communication ritual concept",the former is the technical means of the latter,and the latter is the motivation and purpose of the former.As a space medium,bookstores have a certain bias in their communication.Spatial fracture is the source of its propagation bias.It is unsaturated in content,highly interactive,and highly inclusive.It is a compensatory cold medium;its dissemination is highly time-biased,but profit growth also includes spatial demands,and the two maintain a balance in the dynamics of capital;its perception bias It is an extension of auditory deprivation and multiple perceptions.As a result,the bookstore space forms a media environment at the perceptual level and the social symbol level.In the communication practice centered on the bookstore space medium,the two elements of "space" and "media" are two sides of the same thing.The production of space contains the metaphor of the medium,the public space contains the connotation of being a place of communication,and the production of space is also based on the Communication is the precondition;the embedding of media divides the space of 1200 Bookshop,the media convention establishes a stable order for the space,the consumption communication divides the space into grades,and the production of meaning constitutes the overlapping and reconstruction of the space.The space medium of 1200 Bookshop also contains a past concept of time and space,which is a reverse stagnation of space and time in space consumption.This stagnation not only maintains the stability of this medium,but also shows the roughness of the social relationship of "abstract space".Concentration,we need to be wary of technical rationality overshadowing subjective rationality.Only when the subject is in the real historical and neutral space can he develop and give back in the social relationship.