[Purpose/Significance] This study aims to explore the multiple motivations, complex action logic, and professionalization dilemmas of reading promoters based on Bourdieu's cultural capital theory. It provides insights into overcoming their professional development bottlenecks, optimizes the training and certification system, and fully leverages their effectiveness in the national reading system. [Method/Process] Semi-structured interviews were conducted with 21 full-time or part-time reading promoters from various institutions, including libraries, government agencies, enterprises, and picture book centers. Thematic analysis was employed for coding to systematically examine their motivations, actions, challenges, and the capital acquisition logic behind title-seeking behavior. [Result/Conclusion] Reading promoters are driven by four types of motivations: work goal orientation, individual need fulfillment, pursuit of social benefits, and childen's education demands—all reflecting the conversion and reproduction of different forms of capital. Their promotion activities extend far beyond reading, positioning them as central coordinators who horizontally collaborate with five key stakeholders(government, libraries, enterprises, schools, and experts) and vertically oversee the entire promotion process. However, reading promoters commonly face professionalization anxiety, stemming from(1) inconsistent perceptions of professionalism(ranging from external certification and full-time status to theoretical knowledge and practical skills) and(2) excessive yet non-mutually recognized titles that obscure capital conversion pathways. To cope, they actively pursue titles, following a four-stage capital acquisition and conversion process that ideally forms a virtuous cycle. To address their career development challenges, policymakers should establish an integrated institutional framework encompassing standards, training, certification, and incentives.
Tian Yujiao
,
Wang Yuting
,
Song Ying
,
Li Xin
,
Wang Pianran
. Beyond Reading: A Study on the Motivations, Actions, and Dilemmas of Reading Promoters[J]. Library and Information Service, 2026
, 70(11)
: 98
-109
.
DOI: 10.13266/j.issn.0252-3116.2026.11.008
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