[目的/意义] 为了推进全民阅读进入新常态发展的轨道,挖掘和探索各种相关对策以及各种积极力量十分必要。本文旨在论述"阅读形象大使"的示范作用,促进在全民阅读活动中积极选聘阅读形象大使,使他们成为在全国各地播下的阅读火种,对于拉动阅读氛围形成和文化建设具有重要意义。[方法/过程] 基于阅读形象大使的涵义与目前状况,对阅读形象大使的独特示范力及其重要价值、选聘策略及人选资源进行认真审视,提出规范管理、推陈出新、品牌塑造、效果评价和激励促进等常态发展机制。[结果/结论] 认为阅读形象大使很有必要并切实可行,全民阅读工程需要大量阅读形象大使。应将其作为全民阅读推广工作手段之一,全力以赴地推行,其示范力与影响度必将为全民阅读工程输送正能量,其作用不可低估。

[Purpose/significance] This paper aims to explore a variety of related measures and a variety of positive force, to promote the nationwide reading developing into a new normal developing track. It identities and strengthens the demonstration effect of image ambassador for reading, advocates to select the image ambassador for reading in the nationwide reading activity. They act like the reading fire in all parts of the country, and play an important role in stimulating reading atmosphere and cultural construction. It also has a practical meaning for developing the universal reading activities and promoting the reading activities of the whole nation. [Method/process] Based on the meaning and its present situation of image ambassador for reading, this paper takes an import look at image ambassador for reading from the perspectives of unique demonstration force and important value, selection methods and resources, and propose the normal development mechanism from the aspects of standard management, innovation, brand building, performance evaluation and incentive promotion.[Result/conclusion] It is necessary and feasible to think that it is necessary to elect image ambassador for reading to develop the universal reading project. It is an important mean of national reading promotion which should go all out to pursue. It will benefit not only Ambassador himself but also its demonstration influence, and pass the positive energy for the national reading engineering conveying whose role should not be underestimated.