Strategies for Reading Promotion During University Winter and Summer Vacations Based on the"Hooked Model"Theory—Practices of Xiamen University Libraries
Winter and summer vacations in universities see ample reading time and strong willingness for college students to read.However,due to the semester-based work schedule of academic libraries,most reading promotion activities are held during the semesters,showing a distinct periodic feature and a lack of reading guidance and incentive activities during the breaks.This article aims to improve the reading promotion activities of academic libraries during winter and summer vacations,i.e.,the virtual or onsite activities namely book recommendations,daily reading tasks,book review contests and study tours.With methods of online research,this paper studied the current situation of reading promotion activities held by academic libraries among the"Double First Class"universities in China.Through data sorting and mining,it analyzed the characteristics of reading promotion activities during winter and summer vacations by academic libraries from the perspectives of time span,reading content,and reading environment.It is found that although most academic libraries released reading-related posts on WeChat or other social media during winter and summer breaks,the activities showed no distinctive features compared with the ones held during the semesters,indicating a lack of innovation and strategic planning.In order to improve the reading promotion activities,it suggested to apply the Hooked Model on digital reading promotion activities among academic libraries.Created for digital product design,Hooked Model consists of four phases,namely trigger,action,variable reward and investment,providing valuable insights for developing high-quality reading promotion activities.It proposes the following strategies based on the Hooked Model:(1)To attract readers with triggers based on anxiety alleviation and precise promotion,providing distinctive and targeted reading promotion aimed at alleviating the knowledge anxiety and time anxiety of college students.(2)To design reading activities oriented towards the needs of readers,such as skill learning,stimulating the enthusiasm to participate and read.(3)To encourage self-motivated reading among college students through variable rewards to enhance the sense of self-rewarding by reading books during vacations.(4)To emphasize the reading output as well as user investment,attracting sustained engagement from college students.Based on the Hooked Model and the strategies above,Xiamen University libraries set its sights on upgrading the"21-Day Reading Challenge"activity.Through comprehensive reform on the topics,content and forms of reading promotion activities,it has received consistently increasing participants,numerous excellent outputs and broader recognition.These achievements not only reveal the effectiveness of the strategies but also serve as an inspiration and reference for other academic libraries in enhancing the reading promotion endeavors.
Academic LibrariesReading Promotion During Winter and Summer VacationsThe Hooked ModelBrand Activities
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