图书情报工作 ›› 2019, Vol. 63 ›› Issue (21): 47-55.DOI: 10.13266/j.issn.0252-3116.2019.21.005

• 工作研究 • 上一篇    下一篇

NGO和NPO社交媒体阅读推广动员机制研究——基于全民阅读公众号的调研

王涵, 尹章池   

  1. 武汉理工大学法学与人文社会学院 武汉 430072
  • 收稿日期:2019-02-13 修回日期:2019-04-22 出版日期:2019-11-05 发布日期:2019-11-05
  • 通讯作者: 尹章池(ORCID:0000-0002-3595-693x),教授,博士,通讯作者,E-mail:965394661@qq.com
  • 作者简介:王涵(ORCID:0000-0003-2615-9581),讲师,博士。
  • 基金资助:
    本文系国家社会科学基金项目"NGO和NPO的社交媒体公益传播技巧与动员模型研究"(项目编号:14BXW062)和中央高校基本科研业务费专项资金资助项目"社交媒体用户阅读动机研究"(项目编号:2019IVA047)研究成果之一。

Research on the Social Media Mobilization Mechanism of NGO and NPO National Reading Promotion: Based on the Survey of Wechat Reading Subscriptions

Wang Han, Yin Zhangchi   

  1. School of Law, Humanities and Sociology, Wuhan University of Technology, Wuhan 430072
  • Received:2019-02-13 Revised:2019-04-22 Online:2019-11-05 Published:2019-11-05

摘要: [目的/意义] NGO和NPO作为全民阅读推广服务体系的重要组成部分,研究其在社交媒体传播中的动员模式和效果,有利于更好地将NGO和NPO的话语形态转化为舆论力量,为推进全民阅读活动持续开展提供可行策略。[方法/过程]采用媒介内容分析法对13个公众号的1 018篇文章进行质性研究,对样本内容进行编码分析、测量和推论,为动员机制存在的问题提供决策依据。[结果/结论]从阅读活动、报道、服务和阅读主题之外4个维度,分析NGO和NPO在全民阅读推广过程中的独特作用和动员模式,研究发现其存在传统纸刊照搬,动员内容形态待更新;服务体系差,动员效果不佳;目标定位不明确,主题不聚焦等问题。提出技术驱动内容生产与形态创新;多措并举培育服务体系;明确核心诉求,寻求话题相关性的具体建议。

关键词: 全民阅读, 阅读推广调研, 动员机制, NGO和NPO

Abstract: [Purpose/significance] NGO and NPO as an important part of nationwide reading promotion systems, to research what patterns and effects of the reading promotion from NGO and NPO, is beneficial to form public forces of reading. The purpose is to provide viable strategies to promote the sustainable reading activities of the public.[Method/process] This paper applies media content analysis to research on 1018 article contents from 13 Wechat subscriptions. The sample contents will be coded, measured and inferred, so as to provide solutions of the problems of reading mobilization mechanism.[Result/conclusion] The paper analyzes the unique role and mobilization mode of NGO and NPO from reading activities, reports, services and reading themes. The research finds that there are many problems such as the content form not updated; reading service system insufficient; target not clear. The paper puts forward technology-driven content production; multiply measures to foster service systems; to clarify core demands and relevant to the topics.

Key words: nationwide reading, investigation of reading promotion, mobilization mechanism, NGO and NPO

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