Page 89 - Journal of Library Science in China 2020 Vol.46

088 Journal of Library Science in China, Vol.12, 2020

4.2.3 Improve the circumstance and create a good public reading culture atmosphere
The circumstance of rural public reading is a relatively stable factor that will not change in the
short term. Policy planners should adopt the long-term strategy of cultivating a good cultural
atmosphere of public reading. Reading culture takes reading as a routine activity (Nyam, 2015).
It is a kind of attitude cultivation and skill mastery, which makes reading a pleasant, regular and
continuous activity. The formation of reading atmosphere needs to be promoted in a planned and
purposeful way through effective and long-term policy design and in combination with rural local
initiatives. Firstly, grassroots governments, libraries, farmers’ reading rooms and other public
cultural institutions should regularly organize reading activities, and provide abundant reading
contents and services, leading rural residents to acknowledge and access public reading as much
as possible, and create a sound reading atmosphere. Secondly, the opinion leaders such as local
or rural elite groups should play a principle role to form the identification logic of collective
action, and then a reading atmosphere based on a tacit and informal code of conduct, including
the interaction and promotion between individual persons (Sequeiros, 2011). Thirdly, public
reading institutions can cooperate with rural social organizations such as rural elderly associations,
clan associations, township and rural primary and secondary schools to hold a variety of reading
exchange meetings and parent-child reading activities, promoting the active participation of rural
elderly groups, groups with reading difficulties and the youth. Finally, public reading institutions
should actively confront the competition of other cultural and sports activities. The physical space,
activity mode and organization system should be made advantaged of to promote the integration
of reading space, the rural cultural information resource sharing project, rural culture centers,
the new-era civilization practice centers and other cultural associations or organizations, and to
improve the co-construction and sharing of rural public reading space and other public cultural
space.

5 Peroration

In the new era, there is no doubt that the public reading behavior of rural residents is of great
value to the needs of individuals or families for a better life, as well as to the national strategies of
contemporary rural revitalization and the construction of modern public cultural service system.
Nevertheless, in the face of reading problems existing in rural areas for a long time, the attribution
has a certain degree of deviation. Especially in a long period of time, it was mainly attributed to
the allocation of rural reading resources. While improving the allocation of rural reading resources,
some new problems such as input redundancy and resource waste came into being. Current
research results suggest that the traditional supply-side unilateral action strategy has shown a
trend of diminishing marginal benefits after the construction of public cultural service system
enters the new stage of improving quality and efficiency (FU & YUE, 2018), and the problem of
low participation in rural public reading has not been fundamentally solved. Combined with the