| Promoting nationwide reading is of great significance for improving the quality of Chinese citizens and strengthening socialist spiritual construction.Public libraries have always been important institutions for promoting public reading and providing reading promotion services.With the popularity of mobile internet and devices,people’s ways of receiving information and reading have undergone enormous changes,and live streaming has become a popular information medium in China.In response to the needs of library service transformation and the promotion of the COVID-19 pandemic in 2019,public libraries began to widely use live streaming to carry out reading promotion services.Improving the effectiveness of library reading promotion live streaming has become an urgent issue for libraries.This study takes a persuasive communication theory perspective.Firstly,using online survey and interview methods,it analyzes and describes the current situation of Pudong Library’s reading promotion live streaming.Then,through questionnaire surveys,the study evaluates the four persuasive communication elements of live streaming hosts,content,media,and audience among Pudong Library’s reading promotion live streaming users.It analyzes the information obtained from the observation of the author’s participation in the activity and summarizes the shortcomings of Pudong Library’s reading promotion live streaming service.Finally,based on interviews with Pudong Library librarians and live streaming guests,the study analyzes the causes of the problems and proposes optimization strategies for Pudong Library’s reading promotion live streaming,in order to improve the quality and effectiveness of Pudong Library’s reading promotion live streaming service and provide better services to live streaming users,further enriching the spiritual life of the public.The investigation found that although Pudong Library’s reading promotion live streaming service has been developed for a long time,there are still many problems,including insufficient professionalism of Pudong Library as the live streaming host,lack of entertainment and interaction in reading promotion live streaming content,deviation of content from user needs,lack of dynamic promotion of live streaming and insufficient platform interaction,and low audience participation and stickiness.Based on the problems and causes,this study proposes optimization strategies for the four persuasive communication elements of Pudong Library’s reading promotion live streaming: firstly,for live streaming hosts,to build a professional live streaming team,clarify live streaming goals,and establish long-term planning,optimize resource allocation,and explore multi-party cooperation live streaming service models.Secondly,for live streaming content,to identify live streaming audiences,plan different content for different channels,innovate live streaming content and forms,combine rational persuasion with emotional persuasion,and fully utilize live streaming video resources.In addition,for live streaming platforms,to broaden promotion channels and strengthen marketing service promotion,attach importance to platform differentiation and enhance interaction,and skillfully use platform technology and data to provide personalized services.Finally,for live streaming audiences,to respect individual differences,establish a live streaming evaluation system and audience feedback channels.This study takes Pudong Library as the research subject and hopes to provide reference for the optimization of reading promotion live streaming services in public libraries. |
