The National Reading Strategy Research In The New Media Environment

With the development of national reading, it has come to be a basic cultural policy in fact. The national reading’s purpose is to guarantee every citizen owning the fair right to read. Similarly, the rapid development of digital technology and information technology make new media reading gradually runs into people’s attention. New media technology has brought challenges for the national reading, but more is opportunities. As the supplement of the traditional reading way,new media reading can help promote the comprehensive development of national reading.Based on the development of nationwide reading, the institute of Chinese publishing science carried out about ten times about the national reading survey (1999-2012)so far. This article is going to analyze on the ten times’national reading survey, combined with the new media environment, promoting the concrete strategy of national reading in China.This article is divided into five parts,to discuss the specific strategies of promoting the national reading under the new media environment.The first part:introduction part, It mainly introduces the background information of choosing the topic,that promoting the specific strategies for the national reading under the new media environment.It also explains the purpose and significance of choosing the topic, and summarizes the current research situation at home and abroad about the national reading, on this basis, I come to the creation of the paper.The second part:It closely related to the topic of the article, from the perspective of the new media, according to the receiving terminal defined the new media reading as computer online reading, IPTV television reading, and reading by phone/PDA mobile terminal. and a pair of three new media reading ways are introduced in this part. At the same time, from two aspects this paper expounds the influences of the new media environment for the reading.On one hand, the new media environment has a certain impact on the traditional reading. Because the new media has effectiveness in time, huge amounts of information, multimedia and hypertext links, mobility and other characteristics, greatly impact the users’time distribution for traditional reading.On the other hand, the new media environment for national reading provides a good platform and opportunity.Also, because the new media has effectiveness in time, huge amounts of information, multimedia and hypertext links and mobility, the users can access to the information way without the limit by time and space, compared to traditional reading,the new media reading is just in another way.The third part:the main body of the article, first it makes a brief introduction to the developing circumstance of the national reading surveys, secondly, from seven aspects in detail shows ten times’the national reading survey results and data in the country.This part narrates the source of the national reading survey data,and changes of investigation content, tradition reading rate for adults in China, the new media reading rate for adults, copyright awareness and reading evaluation, the condition of0-17years old young people’s reading and public cultural infrastructure construction situation in our country.Ten times’ the national reading survey content changes also suggest that the development of digital technology and information technology in our country from1999to2012. Compared to the change of the18-70years old adults’ traditional reading rate in ten years, It can be found that while stopped the decline of comprehensive reading rate during the six years from1999to2005, the adult’ comprehensive reading rate is still slowing. Adult’s new media reading rate has presented a growth trend, especially in the online and mobile reading. The understanding of the adults in the aspect of copyright awareness increase year by year, but their self-evaluation of reading is unsatisfactory. There are about sixty percent of the adult hoping that the local government can organize reading activities. The comprehensive reading rate of the minor under the age of17is far higher than the adults’.The minor under the age of9to17are good at anime products,but what they read has not get effective control.Playing network games becomes one of the main purposes for online.The third part from two aspects introduces the public cultural facilities including the urban areas and rural areas.Analyze ten times the national reading survey results, sums up the problems of the national reading, including the lack of corresponding legal protection, campaigns did not achieve ideal effect, adult national traditional reading and digital reading development imbalance,minor digital reading focuses on animation products and network game, public cultural facilities satisfaction is in low-level.The fourth part:Discuss the specific strategies under the new media environment.According to the problems raised in the third part,come up with five specific strategies.First,accelerate the legislative process, for people to read to provide legal protection;second,strengthen the unified leadership, creating the reading atmosphere; third,build a complete digital reading service system, to provide resources and technical support;forth,use of family reading, cultivating minors habits of traditional and new media reading;last,increase investment, improve the construction of public cultural facilities.The fifth part:conclusion. The author summarize the full text and make expecting in the national reading.