An Empirical Study Of WeChat Reading Quality Based On The Knowledge Gap Theory

With the rapid development of the digital media,the traditional paper-reading contact rate of our country's national population as a whole has shown a downward trend.The digitized reading contact rate has been increasing year by year,and people's reading methods have been correspondingly changed.As the most convenient mobile digital media,the mobile phone has a significant growth in contact time,and WeChat is the main activity through the mobile phone.WeChat not only can be used as an instant messaging tool,but also can be used as a carrier for reading.WeChat reading has become an important part of digital reading.It is necessary to analyze the quality of WeChat readings and the influencing factors of adult citizens in China.At present,there are a large number of documents about WeChat reading in China,but the quality of WeChat reading is left blank.And in the related research on reading,the minor groups and college student groups have always been the focus objects,and the reading status of the more extensive adult groups has not been discussed in depth.Wechat reading,as an emerging knowledge acquisition method in the era of new media,has influenced the knowledge gap between social classes by the quality of WeChat reading,and has not been thoroughly discussed by scholars.Therefore,based on the knowledge gap theory,the author proposes six hypotheses from demographic factors,reading literacy of WeChat users,reading motivation,reading behaviors,and the quality of WeChat articles.The investigation method came to a conclusion through the sampling of adults in the Shanghai area.The use of SPSS software for factor analysis and multiple linear regression analysis of the collected data found that: First,from the reading motivation point of view,compared to access to practical information,recreational entertainment is the main motivation for adults to perform WeChat reading;Second,from the perspective of demographics and reading literacy,the quality of WeChat reading among adults of different genders and ages is not much different,but the level of education will affect the level of reading literacy of adults,including the ability to understand the meaning of the articles and The ability to use knowledge in practice has a significant impact on the quality of WeChat reading;Third,from the point of view of the reading behavior and the quality of the content of the article,the length of WeChat reading,the number of articles to read the public number,the willingness to share the article,and Text quality is positively correlated with WeChat reading quality.The author summarizes the survey results.The quality of WeChat reading is actually the quality of knowledge acquisition.There is a knowledge gap between adults with high quality of WeChat reading and adults with low Wechat reading quality,and the quality of WeChat reading is high.Adults not only have an advantage in acquiring knowledge,but also spontaneously produce new knowledge.There is also a knowledge production gap between the two.