不同阅读推广主体的活动效用研究——以2016年市民文化节阅读推广人评选为例

Assessment of Reading Promotion Activates Conducted by Different Actors: Selecting Major Actors for Reading Promotion during Shanghai Citizens' Art Festival 2016

随着构建书香社会与倡导全民阅读的理念上升到国家战略的高度,社会各界对阅读推广的热情持续升温。在2016年上海市民文化节举办的阅读推广人评选中,公共图书馆、教育机构、社会力量与社区文化中心成为阅读推广的主力军。通过比较分析,发现这4类阅读推广主体在目标人群、推广理念、组织运营、活动策略与绩效成果等方面具有不同的优势和瓶颈,这意味着异质主体之间存在加紧合作与联盟的必要。

As the concepts of ＂learning society＂ and ＂national reading are included into national development strategy, the whole society is eager to promote reading with more actors joining in the efforts to promote learning through books. During the Shanghai Citizens＇ Art Festival 2016, public libraries, educational organizations, civil organizations and community centers were selected as the major actors of reading promotion. The paper compares the four types of entities and analyses their advantages and difficulties from the perspectives of target audience, promotion concept, organizational operation, activity strategies, and performance assessment. It thus concludes that cooperation and alliance are necessary among the four heterogeneous actors.