公共图书馆能把阅读变成风气

富兰克林在宾夕法尼亚立足时，波士顿以南的殖民地还没有像样的书店。爱读书的人要从英国订购，身边能接触到的书很少。他和 Junto 的成员把各自的书集中起来，后来建立订阅图书馆。

At the time I establish'd myself in Pennsylvania, there was not a good bookseller's shop in any of the colonies to the southward of Boston. In New York and Philad'a the printers were indeed stationers; they sold only paper, etc., almanacs, ballads, and a few common school-books. Those who lov'd reading were obliged to send for their books from England; the members of the Junto had each a few

The institution soon manifested its utility, was imitated by other towns, and in other provinces. The libraries were augmented by donations; reading became fashionable; and our people, having no publick amusements to divert their attention from study, became better acquainted with books, and in a few years were observ'd by strangers to be better instructed and more intelligent than people of the same rank generally are in other countries.

这段把阅读从个人美德移到了公共条件上。书能否借到，借阅成本有多高，身边的人是否也读，都会改变一个人的阅读频率。图书馆增加了供给，模仿和捐赠又扩大了图书馆，阅读因此从少数人的爱好变成可以传播的风气。这也是 环境设计：显眼线索与固定情境塑造行为 的公共版本，改变的对象从一个人的房间扩大到了整座城里的书籍供给。

反图书馆用未读之书标记知识的边界 讲私人藏书怎样提醒一个人尚未知道什么；这里讲的是公共藏书怎样让更多人先获得阅读的入口。两者都重视未读之书，承担的功能不同。私人反图书馆标记边界，公共图书馆降低门槛。一把通向无数本书的钥匙 记录实体书店怎样让人无目的地遇见书，图书馆也提供了相近的偶遇，只是它还把获取成本降得更低。

富兰克林还把当地没有公共娱乐视为有利条件。这个判断带有时代和地方限制。娱乐变少不会自动让人阅读，图书馆的效用仍要依赖识字、闲暇和已有兴趣。

文字的门槛是余粮，不是聪明 讲的是识字最初为什么稀缺，而富兰克林做的正是在成本那一侧动手：把书从每个人各买一本，改成大家凑一份。

反图书馆用未读之书标记知识的边界 是同一堆书的另一种用法。智慧只能被唤起，不能被讲授 提示了图书馆的上限：它能把书送到人面前，送不了那一步。 ——收入 读书笔记 · 一得

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