[Purpose/Significance] Research on the media image of provincial public libraries in China can help its accurate positioning, and is of great significance to their development and the improvement of regional public cultural service system.[Method/Processes] By collecting the reports of 35 newspapers on provincial public libraries from January 1, 2000 to April 1, 2023, this paper adopted content and text analysis method, analyzed the number of reports, high-frequency words and subject of the reports with KH Coder and LDA subject model, and summarized the media image of the provincial public library.[Result/Conclusion] Horizontally, the provincial public libraries have 7 integral media image characteristics:the technical image as advocates of advanced technology, the functional image as builders of public cultural service systems, the management image of continuously optimizing basic operations, the architectural image as bearers of public culture, the service image as providers of public cultural services, the collection image as holders of public cultural resources, and the reader assurance image as guarantors of national reading. Longitudinally, the provincial public libraries have 6 staged media image characteristics:adaptive image keeping up with the times, negative image in difficult situations, library image protecting ancient books, public welfare image of free access, composite image of deep integration, and intelligent image empowered by digital technology. Aiming at the influencing factors such as policies, services, technologies and external impacts, it puts forward relevant suggestions for provincial public libraries to improve their media image.
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