Research On The Impacts Of Social Media Use On Behavioral Reading Attitude Among Young Adults

This research mainly focuses on the impacts of social media use among young adults on their reading attitude and reading behaviors, with a cross‐disciplinary perspective of communications and social psychology. The research adopts empirical approach to analyze the impacts of social media use among young adults on their reading attitudes, and also pays attention to the reading behavior of young adults. The data analysis shows the social media using behavior of young adults in the age group of18‐34in Shanghai, and their current reading situation. The Mikulecky Behavioral Reading Attitude Measure(MBRAM) is also applied to measure the reading attitude of the respondents. Through further analysis, this study suggests that (1) demographic variables, like age, sexuality and reading attitude are not of significant impact;(2) social media use behavior are of significant impact with reading attitude among young adults, in the variables of varieties, time and frequencies of social media use;(3) printed‐text reading and digital reading also shows some significant impacts on young adult’s reading attitude.