Research On The Promotion Of Provincial Public Libraries:reading Activities In China From The Perspective Of New Media

For individuals,reading is conducive to the all-round development of individuals.For a nation,reading is the need to form a common national understanding,protect the common spiritual home and improve the quality of citizens.In order to form a good atmosphere for reading and promote people's participation in reading,the national reading activity came into being.From 2014 to 2022,"Reading for all" was included in the government work report for nine consecutive years.The 14 th Five-Year Plan clearly sets out the long-term goal of building China into a cultural powerhouse by 2035,and reading is an important basis point for all people.As the main place for knowledge dissemination and reading promotion,public library should make full use of the advantages of new media,give full play to its important role in the new media environment,promote reading activities to be spread in a wider range,and call for more people to participate.In this paper,the new concept of the public library to read from the media promotion campaign investigation,selection of provincial public libraries in our country as the survey sample,using the Internet survey method,literature analysis and other research methods,mainly based on We Chat public number,weibo,investigate the trill three major media platforms,access to provincial public library account to create a situation in our country and publishing content data,This paper analyzes the new media platform construction of provincial public libraries in China.This paper makes an investigation and analysis from the aspects of reading promotion activity types,activity information release,activity publicity channels and activity communication strategies,and summarizes the characteristics of carrying out reading promotion work in public libraries under different new media platforms.On this basis,it analyzes and summarizes the shortcomings of reading promotion in provincial public libraries in China under the new media environment,such as the lack of topic setting and lack of interaction;Lack of professionalism in new media operation and backward operation thinking;The activity information is not comprehensive,and the propaganda content is homogenized;The construction of propaganda channels is not perfect,and the media integration and linkage are insufficient.Not paying enough attention to user experience is not conducive to improving user engagement.Finally,based on the 7W theory of communication,corresponding suggestions are put forward from the six aspects of communication motivation,communication environment,communication subject,communication content,communication media,communication object and communication effect.In the aspect of communication motivation,communication goals are clearly defined and information release is emphasized.In terms of communication environment,agenda setting should be strengthened to enhance interactive experience;In terms of communication subjects,strengthen industry linkage and build professional operation teams;In terms of communication content,emphasis should be placed on the original quality of content to form differentiated publicity activities.In terms of the media,the media should be integrated to form three-dimensional propaganda.In terms of communication objects,user experience is optimized to achieve mass communication;In terms of communication effect,we should keep close contact with readers and attach importance to user feedback.