As one of the theories of communication,audience theory has gradually been applied to many fields.As a kind of com-munication activity,the reception effect of reading promotion is intrinsically compatible with the audience theory.This paper uses the audience theory to analyze the audience characteristics and reading characteristics of college reading promotion at present,con-cludes that college students'current reading cannot meet the reading needs of college career,and puts forward five directions for reading promotion:professional reading,deep reading,utilitarian reading,era reading,and reserve reading.
维普
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