Communication theory: Bookmobile
Concept of the project
We’re creating a mobile bookstore based on a converted van or trailer. It’s not just a point of sale, but a moving cultural attraction. The store will roam the city, popping up at festivals, in business districts during lunchtime, in parks on weekends, and in residential areas in the evening.
How communication theory works in the field of design and in our project
The Bookmobile is more than just a mobile shop—it’s a cultural project on wheels, appearing in various parts of the city: parks, business districts, creative clusters, and cafés. Each stop becomes an event, not merely a sales point, but a place for meetings, communication, and discovery. Inside the van, there’s an atmosphere that encourages reading, while outside there’s a sense of novelty and opportunities to interact with others. People don’t just buy books—they want to share their impressions, attend events, and tell friends about the place. This approach transforms a simple purchase into a memorable experience.
According to communication theory, the process involves a sender (the designer or creator) encoding a message and a receiver (the audience) decoding it based on their own cultural experience and context. The appearance of the Bookmobile is not just decoration, but a way of conveying meaning. We embed our ideas in the design, color, style, and route of the van. Each element becomes a sign that evokes emotions, attracts attention, and influences people’s behavior. For example, warm colors and design elements inspired by the hippie subculture of the 1960s, with its openness and freedom, are used to create a specific mood. The van itself, along with social media where locations are announced and impressions shared, serves as a channel for communication.
Communication here is not one-sided. People don’t just receive information—they respond, share their experiences, participate in the «hunt» for the van, create content, and become part of the process. This turns the project into a living system, where audience feedback and reactions influence the further development of design and concept. This approach creates engagement and allows the audience to participate in shaping the project.
The visual style plays a crucial role in the emotions the Bookmobile evokes: bright colors create joy, soft shapes generate a sense of comfort, and unusual locations spark interest. These emotions affect the willingness to make a purchase and shape the brand’s image as modern, creative, and accessible. The choice of form, color, and composition is not just an aesthetic decision, but an important one that affects how people perceive and behave. The design becomes a part of the brand’s identity, influencing both emotional response and purchasing decisions.
In summary, the Bookmobile is an example of how design and communication theory work together, creating not just a shop, but a cultural experience. Design here is an important tool that influences emotions, behavior, and perception, while the brand facilitates the exchange of ideas between creators and the audience.
Presentation for a general audience
Have you ever heard of Bookmobile? No? Is a van full of books and 60s vibes an urban legend, fiction or reality? This is what you are about to find out! Welcome to the world of books, freedom and self-expression. Our doors are always open for new readers!
What is Bookmobile? It is not just a bookstore on wheels, it is an amazing opportunity to immerse yourself in the hippie atmosphere, find your own community of interest, read rare copies of books and get a memorable souvenir. Every arrival of our van is a real event, as the range of books is unique every time, and the merchandise is updated with new creative items!
In addition to an exceptional reading experience, you can purchase our merchandise. We care about nature, so our products are made from recyclable and eco-friendly materials. You are not just buying a trinket, but a reminder that you have become a part of our brand. Do you want to take a break from the rapidly changing world? Our dream catchers, scented candles, and books will provide a peaceful atmosphere and help you relax. Are you planning to become a writer or artist? Our sketchbooks are always available to help you!
Do you want to be a part of our community? Follow our social media channels for the latest updates, and visit our store when Bookmobile arrives in your city! See you soon!
Presentation for a professional audience
Market advantage and growth mechanics Our key asset isn’t a static space, but the excitement and playfulness we create.
1. Viral marketing and «treasure hunt»: Similar to popular food trucks, the van’s location will be announced via social media (Telegram, TikTok). Customers will «hunt» for the store, sharing its location, creating an organic viral effect. A visit becomes a unique experience, something people want to brag about.
2. Flexibility and market testing: We can instantly respond to demand. Romantic literature in a park by the lake? Business bestsellers in a business center? Children’s books near schools? This format allows you to test niches and locations with minimal overhead, finding the most profitable spots and times.
3. Reduced risks and low entry barriers: Financial: There are no huge initial and operating costs for long-term lease, renovation, and maintenance of a permanent space. Operational: We are not tied to a single location. If a location isn’t working, we simply move to the next one within two hours. Marketing: The model itself generates free PR and engages the audience, reducing the cost of traditional advertising.
This is a business model with an optimized cost structure and the potential for a quick return on investment.
Capital Expenses: One-time investment in a vehicle, its branding, and initial book inventory. Operating Expenses: Fuel, mobile communications/internet, inventory replenishment, and small event participation fees. Income Streams: Direct book sales, sales of related products (merch, designer stationery, takeaway coffee), and organizing mini-events with authors using a van. Scenario Analysis: We can flexibly manage profitability by increasing the number of trips to «hot» locations and days, minimizing downtime.
Target Audience and Social Value We reach a broad yet loyal audience: from young city dwellers who value experience and uniqueness to parents with children and residents of areas with few brick-and-mortar bookstores. The project also has an educational and social function, making culture and reading more accessible.
Production
Communication theory as basis for the presentations
Narrative Paradigm
The Narrative Paradigm is the foundation of our brand and approach. First of all, we present the Bookmobile as a story, as a legend. Fischer argued that, unlike a rational approach, people like storytelling animals are based not on dry facts and arguments, but on a story and its plausibility, its compliance with principles. In our brand presentation method, we use the concepts of Coherence and Fidelity so that customers feel an emotional response, thus creating a strong relationship between the brand and the customer through Phatic communication. Bookmobile is becoming not just a bookstore, but a well-developed legend, an fascinating phenomenon that is interesting to watch. A good story creates a sense of mystery and belonging to the community, which keeps regular customers and attracts new ones.
Peripheral and central routes
— To present to a general audience, we use peripheral cues, that is, we connect an emotional approach to telling information. Our task is to build relationships based on values and images, not on arguments and facts. We create a group identity by attracting a buyer to become part of our community, to join the general hunt for a book truck. Our tone of communication is positive and peaceful, as the basis of our brand is hippie aesthetics, popularizing freedom and self-expression. We also do not position ourselves as a large corporation, remaining within the framework of a personal project, which is better perceived by the audience.
— To present to professionals, we use central route, that is, we turn to the facts and arguments why our brand is more successful than the alternatives. We emphasize the benefits such as mobility, viral marketing, interactivity, flexibility, and market advantage. This rational approach presents our brand in a favorable light for professionals and possible sponsors and collaborations.
Social Exchange Theory (SET)
According to this theory, all people are selfish creatures who want to get more rewards at a lower cost. In our presentations, we focus on rewards. What will the customer get from our brand? At minimal cost (the cost of books and merchandise), our customers will gain a unique experience, a sense of belonging to a cool community, an exclusive product (rare book, merchandise), an atmosphere of tranquility, new acquaintances. At the same time, going to the store itself will be an adventure and a positive emotional response — finding a van with books can be the key to strengthening relationships and communicating with like-minded people.
Digital and Visual Rhetorics
— Social media is an important part of our brand, as we don’t just communicate with customers, but also include them in our game of finding the next destination. We use key Digital Rhetorical methods: Convergence — mixing different channels to communicate with customers, as well as various media (photos, videos, texts) for a variety of content, for example, publishing videos from the road will help customers understand which city will be the next point of sale; Interactivity is a key feature of Bookmobile — unlike stationary stores, our brand welcomes immersion in the community, active communication between its members on social networks and in real life, as well as direct communication with brand representatives, which creates a sense of family and security; Speed is a necessary characteristic of the brand — up-to-date information appears regularly, and Bookmobile employees respond to customer questions in a timely manner and respond to market changes and audience requests.
— With the help of visual, we create a special atmosphere around our brand. The hippie theme is closely associated with a certain way and time, responding to our values such as creativity, peacefulness and freedom. With the help of visual markers, for example, the peace sign on the logo, baubles as a merch or a certain color palette, we attract an audience with similar principles of life, and calm compositional solutions emphasize naturalness and peacefulness.
Communication Theory: Bridging Academia and Practice // Smart LMS URL: https://edu.hse.ru/course/view.php?id=133853 (дата обращения: 12.12.2025).
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