A Study On The Phenomenon Of Light Reading In New Media Environment

With the rapid development of digital technology in new media, the needs of fast-paced social interpersonal communications, directly exposed aesthetic culture and "fans culture" and under the influence of audience psychology, readers’ reading orientation gradually tend to be the mode of shallow reading which doesn’t need elaborative brain thinking but receives information only by browsing. The characteristics of shallow reading are as follows:micromation of reading contents, nonlinearity of reading mode, randomness of receiving information and one-time reading effect. On one side, the shallow reading phenomenon has not only its inevitability but also the necessity of existence. In this way, shallow reading has a positive effect on the audience, which will improve the sensitivity towards information of the audience, will help audiences to receive diverse information and allocate energy reasonably.But on the other side, the prevalence in new media environment of the shallow reading phenomenon makes a number of audience gradually develop the habits of shallow reading, starting to read all the information without screening by using the mode of shallow reading. As a result, it causes a sequence of negative effects. First of all, from the point of view of rational thinking, the audience are used to shallow reading for all content and view and react upon things only by eyes and perceptual intuition, which gradually impairs the rational thinking and logical thinking of the audience. Thus, it will cause a sequence of negative effects. Second, from the perspective of culture, phenomenon of shallow reading will lead to the pursuit of simplified content and eyeball effect, emphasis on utilitarian goal while lack of profound connotation of culture phenomenon, which will cause a phenomenon that every variegated thing is measured and evaluated by "utilitarian" culture. "Utilitarian" has become the only standard for the audience to pick theirs in the vast amounts of information. With the spread of shallow reading instead of the infiltration of high culture, the audience desire towards high culture has been gradually dispelled. Finally from the perspective of Internet rumors, a growing number of Internet users are easily incited and accustomed to the mode of "shallow thinking" which doesn’t require any brain thinking. Meanwhile, the "gatekeeper" role of information publishers has been weakened. "shallow thinking "as well as" shallow expression" has led to the spread of the Internet rumors, which causes a lot of bad social effects.The author thinks that, under the environment of new media, shallow reading has its rationality and we need to view it from the dialectical perspective. Obviously, we shouldn’t have a negative and critical attitude towards shallow reading and at the same time the audience shouldn’t form the habit of shallow reading and thus read everything by this way. What we advocate is to develop deep reading according to the audience’s own requirements, by which way, they can accumulate knowledge continuously with internalizing the information into their own knowledge. Especially in the era of open and transparent, more highlights the importance of knowledge. To the audience, they should avoid forming the lazy habit of shallow reading. From the perspective of culture, they should attach great importance to the ascension of audience’s cultural quality. From the angle of information publishers, From the perspective of social environment, they must improve the media accomplishment of information "gatekeeper" role.