参与式文化视角下图书馆阅读推广策略研究——基于小红书平台的调研

Research on Library Reading Promotion Strategy from the Perspective of Participatory Culture:A Survey Based on Lttle Red Book Plaform

以参与式文化视角研究图书馆阅读推广,有助于突破传统推广模式的限制,激发用户更积极地参与阅读推广过程。文章借助小红书平台调查图书馆阅读推广现状,分析“以馆找人”与“以人找馆”层面下图书馆阅读推广的基本情况,最后基于参与式生产、参与式互动、参与式营销3方面不足,提出以有意识的主动策略来提升参与式生产能力,从个体力量扩展至社群力量来增强参与式互动本领,拓展营销思维将受众转化为忠实用户等策略来推动图书馆阅读推广的进步与发展。

Researching library reading promotion from participatory cultural perspective can help break through the limitation of traditional promotion model and inspire users to participate in reading promotion process more actively.The Paper investigates the current situation of library reading promotion with the help of Little Red Book platform,analyzes the basic situation of library reading promotion under the level of library-based and user-based searching,and finally based on three shortcomings of participatory production,participatory interaction,and participatory marketing,proposes a conscious and proactive strategy to enhance participatory production capacity,expands from individual power to community power to enhance participatory interaction skills,and expands marketing thinking to transform audiences into loyal users to promote the significant progress and development of library reading promotion.