Bidirectional Interaction Between Digital Media And Audience Reading In Contemporary Society

With the rapid development of digital information technology and Networktransmission technology, the development and application of digital media has beeninvolved in various fields, changing people’s lifestyle unconsciously, bringing newlifestyles and thoughts. Huge information capacity, fast usage mode, opencommunication platform, powerful interactive features, with all these advantages,digital Media has brought tremendous impact to traditional media. Dominance ofthe traditional way of text-reading is weakening, while the enthusiasm of digitalterminal reading is rising. With the innovation of media technology and theinteractive communication of network platform, digital publications has become animportant product types in publishing market and the demand is increasing. Digitalmedia has brought great changes to audience reading. Audience reading has somefeedback and requirements to media while rely on which, so it is also promoting thedevelopment of digital media. Interactions between digital media and audiencereading not only exist in d the carrier and the way together, but also reflect on theinteraction of information content. During digital media transmission, the audiencecan communicate with the information sender and the disseminator, so it isparticularly important to explore the interactive relationship between digital mediaand the audience reading.In this paper, the author generalized the social context of interaction betweendigital media and audience reading first, to explore the social, economic,technological and cultural factors on the development of digital media and theaudience reading, then analyzed the development of digital media technology andapplications,overviewed the progress and expansion of in the field of digital mediatechnology, particularly in the field of digital publishing, probed into the meaning ofdigital media, the features and the advantages of which, to analyze the changes ofaudience, summarized the status and problems of digital publishing, secondlycomparatively analyzed the traditional way of reading and digital reading,particularly analyzed the new features and demands of digital media time toresearch the influences of the appeal and feedback of audiences to digital media. atthe end summarized the features on performance of digital media and the audiencereading on the carrier and the information, generalized and speculated the statusand trends of the two-way interaction.Digitalization has not only brought the changes of audience reading, but also theway people think. Reading style, reading content, reading psychology also had asignificant impact on digital media. There is a two-way interaction between the tworelationships. This interaction does not only exist on the carrier and the way, alsoreflect in the information content. In the digital era, digital media publishing emphasize more on the demands of the human themselves; a totally new publishingrelationship, which is different from the traditional paper-based media, is emerging.