我国高校图书馆阅读推广模式演化研究

Research on the Evolution of Reading Promotion Modes in Chinese University Libraries

[目的/意义]针对高校图书馆阅读推广模式发展历程进行阶段划分,对每个阶段下模式的构成要素变化情况进行剖析,并指出高校图书馆阅读推广模式未来发展趋势。[方法/过程]5W理论和文献分析法为模式的内涵界定和构成要素分析提供依据; Citespace可视化工具的处理结果、阅读推广媒介和读者阅读习惯的变化为发展阶段划分提供依据。[结果/结论]高校图书馆阅读推广模式是由其要素在特定时空下排列组合固化而成。其发展分为基于到馆读者的传统纸质阅读推广模式阶段、面向网络用户的数字化阅读推广模式阶段、基于一般用户的手持电子阅读器外借服务推广模式阶段、面向手机用户的微平台互动式阅读推广模式阶段和面向新时代读者的多元化立体阅读推广模式阶段。推广主体专业化、推广方式游戏化、推广对象社会化、推广内容碎片化、效果评估系统化为模式发展趋势。

[Purpose/significance] This paper aims to divide the development course of university library reading promotion mode, analyze the changes of the constituent elements of the mode under each stage, and point out the future development trend of the mode. [Method/process] The 5W Communication Theory and literature analysis methods provide the basis for the definition of the mode and the analysis of its constituent elements. The processing results of Citespace visualization tools, the changes of reading promotion media, and the changes of readers＇ reading habits provide the basis for the division of development stages. E Result/conclusion - The university library reading promotion mode is formed by the elements that are arranged and combined under a specific time and space. Its development is divided into five stages ： attending library readers oriented traditional paper reading promotion mode stage, network users oriented digit- al reading promotion mode stage, general users oriented e-reader lending service promotion mode stage, mobile phone users oriented and interactive micro-platform based reading promotion mode stage and new era readers oriented three-dimen- sional reading promotion stage. Professionalization of promotion subject, gamification of promotion form, socialization of promotion target, fragmentation of promotion content and diversification of the effect evaluation are mode development trends.