Youth Groups Mobile Reading Behavioral

With the advent of 3G, 4G, smart phones with text messaging on mobile phones, mobile TV, books, weibo and so on as representative’s emerging information dissemination way, has been dubbed the fifth media. People use mobile phones to read in the widening, and focus on the youth group, its rise to people’s concept of reading, reading methods and reading efficiency has brought great changes.Based on mobile electronic books as the research object, this paper follows the survey questions, find problems, analyzing problems, the research train of thought to solve the problem, starting on the definition and characteristics of mobile reading, read through mobile phone reading popular culture and the inner link between the values of the contemporary youth groups, discuss the youth group reading behavior of the guide way, to help set up the correct values guide youth groups.First is an overview of mobile reading, including the definition of mobile reading, as well as the analysis of the characteristics, in addition, from the Angle of the communication process of mobile phone reading with traditional reading compares two different ways of reading, sum up the positive and negative effects of mobile phone reading in, outlook and outlook of mobile reading, etc.Secondly, on the connotation and features of mobile reading is on the basis of the specific understanding, the paper focuses on field investigation, in the form of questionnaire, through the investigation of Yellowstone reading situation of youth groups, mobile reading behavior, mobile reading behavior characteristics, such as electronic books, obtain and analyze the questionnaire data, summarized the contemporary youth group mobile phone read electronic books behavior status: youth groups to use mobile phones of entertainment and a dependent; Youth group reading the overall quality is low, mobile reading towards We Chat, news and information, the content of the fragmentation; Mobile phone to read e-books fragmentation, utilitarian, entertainment features; Youth groups with entertainment mind about electronic books excessive entertainment content.Again, in the youth group phone read electronic books behavior status quo, on the basis of the current situation of the mobile phone to read e-books certainly positive effect, analysis the negative impact of mobile phones to read electronic books.Finally, through the above research conclusion, summarizes the analysis of the present situation of the youth group mobile reading, from the social level, Chinese society is in economic transition period, while maintaining the high-speed development of economy, the current values, great changes have taken place in the public aesthetic idea; From the point of media environment, the domestic media entertainment environment of the contents of the electronic books entertainment has a negative influence; From the point of media characteristics, the characteristics of mobile media itself also promotes the trend of its development to the direction of entertainment; From the point of their youth groups, the wave of entertainment and youth groups facing social pressure, are linked to the own characteristic of youth groups.And the solving measures are put forward, to the youth group phone read electronic books behavior for scientific guidance, better play to the role of the library, mobile operators to strengthen the construction of the content, the mass media to stick to the function of the media in the public outlook.