Research On The Evolution Of National Reading Behaviour And Its Countermeasures In The Digital Age

The dissertation collects the literature on reading behaviour home and abroad, describes the research situation, discusses the existing issue and does integrative analysis of data of the national reading and survey related. By an instructive description of the evolution of national reading behaviour, which is the abstract and theoretic, it refines three index system, consist of reading subject, reading media and reading environment.According to the index system, questionnaires were designed and nation-wide survey undergone. Based on the data from4256sample, a series quantity researches have been done, embodying the evolution of national reading behaviour.There come following findings.a. As the subjects of reading in digital age, the number of readers increases gradually, and the total reading rate goes up. However, the literacy of the reading subjects varies from person to person and the structure is very complicated. Though the importance of national reading unprecedentedly attaches further attention, yet the idea that digital reading will replace physical reading has not so far accepted by a great number of readers.In spite of diversity of readers’demand, the first demand still focuses on knowledge. At the meantime, the demand for information increases. What deserves attention is that both demands for thinking and aesthetic do not tend to decrease but to increase with development of digitalization.The decrease of readers’patience is another feather that the evolution of national reading behavior demonstrates, while the indexes like reading ability, reading aims, reading motivation, reading range and reading amount tend to be positive.The individual satisfaction with reading is not obviously increasing, especially the female readers’ reading satisfaction decreases more than before they access web. The readers’ reading habit changes at high rate, and yet there is more "limited changes" than "great changes". Besides, readers tend to confirm their own reading habits.b. From the perspective of reading media, the traditional physical media like books and newspaper come to lost their attraction, with the digital media booming. Though someone says that the physical media will lose their market, the physical media still have their charming and will keep pace with digital media for a long time in the future. Readers tend to be more willing pay for the content but still remain a low rate.c. From the perspective of reading content, reader tend to utilitarian reading rather than humanity reading, with shallow reading and extensive reading as the main features. While popular reading is prior to classic reading, information attainment to knowledge acquisition, news attention to literature feeling, entertainment to theory investigation, there are no evidences that the classic, knowledge, literature and theory are missing.d. From the perspective of reading way, coexistence of three ways of reading, listening and watching now transfers from simply way of reading in the past. With the booming of multimedia, especially the fast development of internet, rapid scanning and skipping are prior to gazing and reading, selective reading to receptive reading, jumping reading to continuous reading, F-reading to Z-reading. The in-depth reading frequence and time consumed on physical literature tend to decline, while investigative reading is not ignored.e.From the perspective of reading environment, with on-line reading booming, the attraction of traditional reading places like libraries and book stores goes down. The booming of reading in coffee bars shows that the readers are critical of cozy reading environment. The readers’ priority of the recognition of personal reading environment improvement to overall reading environment improvement shows that there is more room to improve the overall reading environment. Readers are willing to make efforts to promote the overall reading environment just as the all walks of life do.By the combination of personal interview with expert interview, quality research with quantity research and from the cross-discipline, the dissertation investigate the causes and influences of evolution of national reading behavior, the media overlap under the system of modern marketing and industrialization is the special reason for the national reading behaviour. The change of politic, economic, cultural and educational system is the factor influencing national reading behaviour. The change of reading demand raised by the readers’information literacy and ways of life is the basic reason for national reading behaviour.As far as individual readers concerned, the evolution of reading behaviour has its positive impacts, making reading much more freely, and therefore the readers have more freedom to enjoy their life. Negative impacts can be summarized as adverse effects caused by the digital reading hardware defects, weakened reading patience and the lack of depth of thought. From the perspective of sociology, the positive impacts lie in that the evolution of reading behaviour will push the process of the development of democracy, economy, culture and social harmony, while the negative impact in the doubt about political authority and economy development and disappointed with the cultural development and the dispelling the common ideals.The countermeasures to the evolution of reading behaviour can be summarized as follows. a. As far as the individuals concerned, it is critical to have the notion of broad reading suited to digital age, and the awareness that the reading is a kind of right, and reading is not omnipotent. b. The readers’s literacy should be upgraded. c.the behaviour framework should be established. Families should make efforts to optimize both hard and soft reading environment, avoiding digital media becoming children’s babysitters.The countermeasures for government includes the followings:constructing of system as a national strategy to promote the national and effectively strengthen the, increasing investment in culture and education as a fundamental policy to promote reading, strengthening the awareness of the rights to read, releasing the enthusiasm of the whole society in the cultural development process led by cultural development, making efforts to eliminate reading barriers and reading discrimination, strengthening grass-roots reading service organizations, upgrade the interoperability of continuity of reading promotion activities, and enhancing the social organizations’ participation in reading promotion and so on.Educational organizations should bear a special and important role to play important functions. As far as basic education organizations concerned, it is critical to make sure that it is mastery of knowledge and skills is not the standing point of reading education, the goal of education is to cultivate citizens with independent spirit, freedom of thought and brave expression. From the perspective of operational level, it is important to form professional reading instructors, promote class reading, meet digitization. Higher education organizations should become national centers of excellence in reading, improving students’ reading structure, with the university teachers as opinion leaders and students as national reading promotion volunteers. What’s more, college reading resources should be open to the community, and colleges and universities should cultivate read professional reading guides.Media organizations countermeasures are following the principles to expand information flow, pursuing the reading value, readability index, and aesthetic character principle, optimizing distribution channels, adapting media convergency, and producing and disseminating the products to meet and guide the readers’ needs.Public libraries should make full use of their own public reading resources, improving the reading service, conform to the trend of changes in reading media forms and carry out new reading service. Other social organizations should promote national reading to do contributions. All walks of life should work together to build a more personalized, efficient, effective reading ecology for accurate information, feelings and thoughts exchange.