基于自我决定理论的阅读激励策略分析  

An Analysis of Reading Motivation Strategies Based on Self-Determination Theory

作　　者：苏倩倩[1] SU Qian-qian(School of Cultural Creativity,Communication University of Zhejiang,Tongxiang 314500,China)

机构地区：[1]浙江传媒学院文化创意学院,浙江桐乡314500

出　　处：《编辑之友》2019年第1期31-35,共5页Editorial Friend

基　　金：2016年浙江省哲学社会科学重点研究基地(浙江省传播与文化产业研究中心)规划课题"浙江省网络媒体公信力问题研究"(16JDGH027);浙江传媒学院新闻传播研究院课题"广电媒体融合的公信力提升策划研究"(ZCXC17ZD10)

摘　　要：全民阅读是一项长期的系统工程,需要持续的激励才能持之以恒。阅读的内在动机强度大,但是难以直接激励,而根据自我决定理论,可以通过对行为的外在激励,促使外部动机向内在动机转化。在这种思路指导下,无论是新媒体阅读软件还是线下图书馆,均可以从物质和精神两方面设立多重激励策略来满足阅读者的社交需要和成就需要,并保证阅读的自主性,从而促进阅读行为广度和深度的加强。Nationwide reading is a long-term systematic project which requires consistent incentives to sustain. The intrinsic motivation of reading is strong, but is also difficult to directly stimulate. However, according to the theory of self-determination, external motivation can be transformed to internal motivation by external stimulation. Under the guidance of this idea, both the new media reading software and the offline library can set up multiple incentive strategies including material and spiritual tools to meet readers' social needs and sense of achievements and to ensure the autonomy of reading. In addition, reading behaviors are being expanded and strengthened.

关 键 词：自我决定 阅读激励 社会化阅读 成就动机 

分 类 号：G230[文化科学]