面向群体特征差异的全民阅读社会化推广研究——以“书香南京”为例

Research on the Social Promotion of National Reading Based on the Differences in Group Characteristics:Setting Literacy Nanjing as an Example

在全民阅读持续化推广的背景下,公众阅读推广需求由普及化逐渐转向精准化。论文通过实地和网络调研,采用案例研究法与内容分析法,以“书香南京”背景下系列活动为例,梳理了南京全民阅读的社会化推广活动,分析基于面向群体特征差异的全民阅读推广的主题、形式。南京全民阅读社会化推广以群体特征差异性为核心,根据推广对象的阅读实际需求制定推广主题,通过线上线下的方式为推广对象提供时间、空间上的便利。基于此,梳理了以群体特征差异为核心的南京全民阅读推广框架,进而构建了面向群体特征差异的全民阅读社会化推广闭环。论文补充和扩展了城市全民阅读社会化推广的理论实践体系,可为国内城市全民阅读社会化推广提供借鉴。

On account of a phenomenon that nationwide reading was continuously promoted,the public’s demand for reading promotion has shifted from popularization to precision.In this research,local and online investigations provided us with numerous objects.And the research revolved around a series of activities of Literacy Nanjing,collating campaigns launched to promote nationwide reading and analyzing the themes and forms they applied.Specifically,the research was on the basis of different audiences and conducted with case&content analysis.We set population differences as priority,making promotion themes and forms according to the reality and demand.Additionally,the combination of online and offline propaganda broke the limitations of time and space.Overall,we teased out the framework of the nationwide reading promotion featuring population differences and construct a closed loop to make precise promotion plans.Besides,it is the complement and development to the system of reading promotion,whose theories and practices have a referential value for other cities.