基于5W模型的外国数字阅读推广研究

Research on Foreign Digital Reading Promotion Projects Based on the 5W’s Model

随着信息技术的发展和数字阅读的出现,国内外的数字阅读推广活动日益受到重视。本文借助经典的拉斯韦尔5W传播模型对外国有代表性的数字阅读推广项目加以分析,其几大特点为:推广主体多元结合(主体),推广对象专业细分(客体),推广内容类型丰富(内容),推广模式灵活多样(媒介),推广效果长效评估(效果),以期对我国数字阅读推广带来启示。

With the development of information technology and the emergence of digital reading,digital reading promotion programs at home and abroad are increasingly valued.Based on 5 W’s model by Harold Lasswell,the representative digital reading promotion projects in foreign countries are studied.It shows that their major characteristics include multiple combination of promotion subjects(subject),professional segmentation of promotion objects(object),flexible and diverse promotion mode(content),multiple and efficient promotion channels(media),and long-term evaluation of promotion effect(effect).It is expected to bring enlightenment to the promotion of digital reading in China.