文章选取20部有代表性的中外高校图书馆宣传片，以镜头为分析单元，以扎根理论思想为方法基础，从内部空间、馆藏资源、服务、文化、技术与外部环境六个方面对影像中所呈现的高校图书馆媒介形象进行了内容分析。基于分析结果，提出高校图书馆借助于宣传片进行媒介形象建构的参考策略。

Twenty representative publicity films of Chinese and foreign university libraries are selected in this paper, with shot as the analysis unit, and grounded theoretical ideas as the method basis. The image is analyzed from six aspects: internal space, collection resources, services, culture, technology and external environment. The media image of the university library presented in the content analysis is carried out. On the basis of the analysis results, a reference strategy is proposed for the media image construction of university libraries based on library publicity film.