科技与出版Issue(2)：26-36,11.
联结知识与读者:阅读推广视角下出版企业社会责任考察
Connecting Knowledge and Readers:Investigation of Social Responsibility of Publishing Enterprises from the Perspective of Reading Promotion
摘要
Abstract
This research aims to explore how publishing enterprises can establish a connection between knowledge and readers through reading promotion in the process of knowledge dissemination.It defines the identity of"corporate citizens"in publishing enterprises and the identity of readers as"stakeholders",and proposes that reading promotion serves as an important means for publishing enterprises to practice"positive externalities".The research mainly adopts a literature review methodology,combing with the news reports,annual reports,and social responsibility reports disclosed by 55-member publishing enterprises of publishing and distribution groups in 12 provinces and cities.Moreover,the study focuses on reviewing and analyzing the"Guidelines for Social Responsibility of Publishing Enterprises"issued by the National Press and Publication Administration in 2023,and extracting the indicator points obtained from the research materials.The author has extensively participated as a reader in the reading promotion activities organized by publishing enterprises in the past three years,conducting participatory observations.These on-site experiences have also effectively supported the development of this research.The findings indicate that the reading promotion efforts of publishing and distribution enterprises in China presents a relatively clear agenda in terms of time,space,theme,and target audience.The research further suggests that reading promotion,as a part of the comprehensive governance structure of publishing enterprises'social responsibility,also reveals some unresolved issues,such as the need to abandon task-oriented and formalized reading activities,to address the limitations of single and weak experiential reading scenarios,and to adapt to changes in reading contexts empowered by technological advancements.In this regard,this research focuses on exploring a new perspective for enhancing the social responsibility of publishing enterprises in promoting reading,by combining the relevant logic of"intersubjectivity"in Habermas'discourse on communicative rationality.The discussion unfolds across three dimensions.First,publishing enterprises creates"scarcity"in the practice of communication between publishing enterprises and readers,including stimulating reading interest through the integration of sensory scenes,optimizes cultural communication space via reading infrastructure,and reorganizes knowledge resources accordingly.Second,it shapes the"intermediaries"of communication between subjects in emerging reading contexts,and pursues readers'value recognition of the content of publications through the high-quality guided reading of new-generation anchors.It should expand knowledge exchange channels with readers by leveraging both derivative service platforms and media platforms.Furthermore,publishing enterprises should also explore more opportunities in book intellectual property(IP),spatial image identification,and cultural branding,to establish enduring brand symbol intermediaries.Third,it opens up an"atomized"communicative field for diverse reading audiences.This field for reading promotion should be subdivided into the following:digital spaces oriented toward virtual communication,cultural consumption spaces driven by the demand for rich scene experiences,and social spaces meeting reading demands based on community identity.The findings suggest that publishing enterprises interact with highly atomized reader subjects,and the reading spaces should also have a more detailed and structured arrangement according to the different"objective relationships",thereby creating suitable environments for different subjects with various reading behaviors.Positive and reasonable indirect interactions will further enhance the efficiency and order of publishing enterprises'social responsibility efforts.关键词
阅读推广/出版企业社会责任/知识传播/读者主体Key words
reading promotion/social responsibility of publishing enterprises/knowledge communication/readers as subject引用本文复制引用
常昕..联结知识与读者:阅读推广视角下出版企业社会责任考察[J].科技与出版,2025,(2):26-36,11.基金项目
2024年北京市社科基金项目"北京全民阅读十年实践与经验研究"(24XCB007) （24XCB007）
2023年北京高等教育本科教学改革创新项目"基于北京红色新闻资源的新闻传播人才培养创新研究"(202310015001)的阶段性成果. （202310015001）
