媒介融合视域下意见领袖在阅读推广中的价值及提升路径

The Value and Promotion Path of Opinion Leaders in Reading Promotion

网络技术的发展为阅读推广工作构建了全新的媒介环境。媒介融合时代,意见领袖作为信息传播的桥梁,在阅读推广中发挥着特殊的作用。意见领袖不仅能帮助和引导读者提高阅读针对性、推动阅读文化的高效传播,也能引领阅读文化导向、促进文化发展繁荣。因此要提升意见领袖在阅读推广中的影响力,即:从各行各业的社会资源中挖掘、培养多元化的意见领袖资源,在双向互动中培养读者对意见领袖的情感认同,通过增强价值感知提高读者信任度,并通过持续输出优质内容塑造好阅读品牌。

The development of network technology has created a new media environment for reading promotion work.In the era of media integration,as a bridge of information dissemination,opinion leaders play a special role in reading promotion.The influence and appeal of opinion leaders can not only help and guide readers to improve the pertinence of reading,promote the efficient dissemination of reading culture,but also guide the direction of reading culture,which reflects the important value of opinion leaders in reading promotion.So,we should enhance the influence of opinion leaders in reading promotion from the following aspects:dig and cultivate diversified opinion leader resources from social resources of all walks of life,cultivate the emotional identity of opinion leaders in the two-way interaction with readers,improve readers’trust by enhancing value perception,and shape brand symbols by continuously producing high-quality content.