新媒体环境下大学生有声阅读行为特征研究——以上海大学生为例

Audio Reading Behavioral Features of Colege Students in Shanghai in the New Media Environment

新媒体技术的应用引发了有声阅读方式的兴起。为深入考察新媒体环境下大学生的有声阅读行为,课题组以上海大学生为例,采用严格的多轮分层取样方案,通过问卷调查法,从有声阅读的平台选择、读物类型、阅读时长、对情感类内容的偏好、对平台的喜爱程度、看重的读物要素等方面对大学生有声阅读行为的特征展开研究,并分别从性别和年级角度进行了比较分析。本研究结论可以为科学引导大学生阅读提供参考,也可为有声平台运营者针对大学生的精准化营销和推广带来启示。

Application of New Media Technologies have brought about the arising of audio reading.College students in Shanghai have been chosen as samples in order to investigate audio reading of college students in the New Media environment.Characteristics of college students'audio reading have been analyzed from several aspects including the choice of platforms,types of reading materials,reading time,favorite contents,affection of platforms,and the impacting factors of choosing reading materials with the methods of multiple rounds of stratified sampling and questionnaire.Moreover,comparative analysis has been conducted in terms of gender and grade level.This research can provide reference for instructing college students'reading,and also bring some enlightenment to specified promotion for managers of audio reading platforms.