融媒体环境下高校“立体化微阅读”推广模式研究

Study on the promotion mode of“three-dimensional micro-reading”in colleges and universities under the situation of integrated media

作为全民阅读的重要文化阵地,高校肩负着引导大学生阅读的历史使命。由于当代大学生数字化、碎片化、立体化、个性化的阅读特点,如何创新阅读推广模式已成为高校研究的问题之一。“立体化微阅读”是在融媒体大环境下,运用新技术实现内容、形式、互动以及宣传立体化的新型阅读推广模式。文章利用SWOT分析法,对“立体化微阅读”阅读推广模式的优势和劣势、机遇与威胁展开剖析。通过分析得出,微视频作为最优媒介,是构建“立体化微阅读”阅读推广体系的关键因素,并通过网络调查法和文献分析法,对时下高校开展“立体化微阅读”推广的路径展开解读,从而为优化阅读推广模式,提高推广成效提供视角。

As an important cultural position of whole-nation reading,colleges and universities shoulder the historical mission of guiding students to read.Because of the characteristics of digital,fragmented,three-dimensional and individualized reading of contemporary college students,how to innovate the reading promotion mode has become one of the problems of university research.“Three-dimensional micro-reading”is a new type of reading promotion mode that uses new technology to realize three-dimensional reading promotion mode regarding content,form,interaction and promotion under the environment of integrated media.This paper uses SWOT method to analyze the advantages and disadvantages,opportunities and threats of“three-dimensional micro-reading”reading promotion mode.Through the analysis,it is concluded that micro-video,as the optimal medium,is the key factor in the construction of the“three-dimensional micro-reading”reading promotion system.Moreover,through the network investigation method and the literature analysis method,current universities interpret the“three-dimensional micro-reading”promotion path,so as to provide a perspective for optimizing the reading promotion mode,improve the promotion effect.