The Promotional Strategy Of National Reading In America In The Digital Age

In the digital age, mobile Internet has become an essential of life. The popularity of smart phones, mobile readers and other mobile terminals made it a great change in people’s reading patterns. The habit of traditional reading is no longer the only option, while digital reading has gradually turned out to be the mainstream.In this paper, the study focuses on the strategies the organizations and agencies in the United States have taken on national reading promotion from the aspects of historical context, theoretical basis and the status quo of the development of reading promotion activities in the US. Taking the Library of Congress and its Center for the Book and the overall status in the US as examples, the author also describes the reading situation and popularity of books in this reading great power. By means of doing so, the author aims at demonstrating the rationality of digital reading in comparison with traditional reading and analyzing its significance in the contemporary knowledge-based society. Reasonably using identity theories, the author summarizes what is important and why it worth learning in the process of reading promotion activities in America and how identity theories be used in these activities, especially in the programs for children and teenagers.In the conclusion of this paper, the author argues that what we can learn from U.S. reading promotion experiences are supporting academic research on reading phenomenon, getting state and organizations involved in and emphasizing the importance of identity. Besides, in addition to cultural economy, the interests of all parties should also have to be taken into account when promoting reading to ensure the sustainable operation of reading promotion activities.