The Survey On Influence To Public Reading Behavior Of New Media Development

In recent years, with China’s rapid economic and social development, the development momentum in new media is fastly increasing. What kind of changes will the new media context forced by driving technology will bring to people’s reading behavior,and what these changes’influences will have on the surface or deep must be explored. Present situation and development of the digital media fusion of Chinese peoples’reading was studied and based on detailed analysis of the digital media technology development leads to the public reading behavior in various aspects, such as the reading behavior of subject and object, content and ways of reading, reading recognition and orientation and so on, and combining with the change, how to deal with reading behavior of the people in this situation to promote people’s media literacy level and their general capacity and disposition, these series of problems has important theoretical and practical significance.This investigation and study analyzes the impact to public reading behavior of new media form under the media convergence environment, and specifically discuss on the case of WeChat as a reading platform. The thesis is divided into five parts. The first part mainly introduces the design background of the thesis, basic concepts and methods of research purposes and design. The second part review and redefine the concepts of media convergence, new media, reading, digital reading and other related concepts. The third part is about the theoretical analysis that development of new media brought to public’s reading behaviors, and combined with the data to describe the current public digital reading status. The fourth part gives empirical analysis, specifically based on WeChat reading platform development as example case to discuss the appearance, influence and development trends on new media fragmentation reading. Bring new media reading freedom to another kind of thinking, the new media reading won’t change the deep property of traditional reading, but to change the reading object based on new media shape supported by technology. The essence of reading will not change. The fifth part summarizes, mainly make a brief summary to the full text, state the shortcomings of the research project and the influences to further study on public future reading research directions of new media form development under media convergence environment.