The Perception of Libraries by Young Audience: the approaches to the formation of publicity capital

Author: Grishanin N.V., Tulubiev V.B., Lysanova D.V., Lyubetskaya A.G.

Communicology. 2019. Vol.7. No.2
Grishanin Nikita Vladimirovich, Cand. Sc. (Cult.), associate professor at the department of public relations and social technologies of the North-West Institute of Management, RANEPA.
Tulubiev Vadim Borisovich, postgraduate student, St. Petersburg State University of Industrial Technologies and Design.
Lysanova Darya Vladimirovna, Lyubetskaya Anna Gennadyevna – students of the North-West Institute of Management, RANEPA, employees of the research and strategic division at “LV Media”communication agency.

Abstract. The article represents an interdisciplinary discussion on advertising and PR activities of the Lermontov Interdistrict PublicLibrary System of St. Petersburg, and reveals the specific communicative features and tools aimed at formation of publicity capital and attraction of young audience. For this purpose, and in order to identify the current image of the library system, the authors have carried out an analysis of the young audience. On this ground, the authors have systematized the resources that facilitate the formation of new image characteristics of the library, and elaborated the recommendations on the development and implementation of image campaigns.

Keywords: library, library image, youth, target audience of libraries, integrated marketing communications, reputation capital, image capital, publicity capital, event

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For citation: Grishanin N.V., Tulubiev V.B., Lysanova D.V., Lyubetskaya A.G. The Perception of Libraries by Young Audience: the approaches to the formation of publicity capital. Communicology (Russia). 2019. Vol. 7. No.2. Р. 51–65. DOI 10.21453/2311-3065-2019-7-2-51-65.

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