[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.
Wang Han
,
Yin Zhangchi
. Research on the Social Media Mobilization Mechanism of NGO and NPO National Reading Promotion: Based on the Survey of Wechat Reading Subscriptions[J]. Library and Information Service, 2019
, 63(21)
: 47
-55
.
DOI: 10.13266/j.issn.0252-3116.2019.21.005
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