In the era of omnimedia,the methods of news consumption have changed markedly.Based on new characteristics of news consumption and new issues arising therefrom,this article provides an in-depth analysis of the capabil...In the era of omnimedia,the methods of news consumption have changed markedly.Based on new characteristics of news consumption and new issues arising therefrom,this article provides an in-depth analysis of the capabilities,including selecting,decoding and coding information from news,which all contemporary news audience should have.Meanwhile,this article proposes the pathway and strategies for fostering and improving media literacy.For example,the government should strengthen top-level design,mass media should comply with media ethics and schools should innovate educational methods.In addition,relevant social organizations,communities and families ought to mutually collaborate with each other in order to jointly build a scientific and rational media literacy education system.展开更多
The omnimedia era has witnessed media convergence that integrates various scenarios.With the overlapping of time and space,reading carrier,reading channels and reading circumstances have all been extended sufficiently...The omnimedia era has witnessed media convergence that integrates various scenarios.With the overlapping of time and space,reading carrier,reading channels and reading circumstances have all been extended sufficiently in the hybrid dimension.Hybrid reading is a social behavior in which the individual obtains complex values including knowledge,aesthetics,moral concepts,etc.from written language and other written symbols through selection,reading,and evaluation and sharing in the context of the omnimedia era.The fundamental features of hybrid reading are media mix,behavioral compounding and value compounding.This study conducts questionnaire survey among 3,953 young adults aged from 11 to 25 years old,focusing on the reading behaviors in the three phases of prereading,reading,and post-reading.Statistical analysis finds that hybrid reading has become the mainstream reading behavior of young adults,indicating the shift from traditional reading to hybrid reading.By means of cluster analysis,young adults are divided into four groups according to different levels of hybrid reading:traditional readers,passive hybrid readers,standard hybrid readers and highengaged hybrid readers,who share different reading patterns.Correlation analysis on young adults population and reading attitudes indicates that,young adults who adopt the hybrid model considerably has a more positive attitude in reading compared with those who prefer the traditional reading model.This study suggests that reading researchers and practitioners should face the new deep reading method of hybrid reading to build a fusion reading environment based on composite dimensions for readers.展开更多
基金This article was supported by National Social Science Fund of China regular project“Chinese Internet Advertisement Supervision System Research”(16BXW087)Humanities and Social Sciences Key Research Base of the Ministry of Education key project“Research on the Competitiveness of Chinese Media and Advertising Industry under the Background of Intelligentized Media”(16JJD860002)Central Institution of Higher Education Basic Scientific Research Fund Special Fund in Support of Wuhan University Independent Scientific Research Project(Humanities and Social Sciences)“Research on the Development Strategy and Rules,Regulations and Policies of the Intelligent Advertising Industry in China”(2018QN039).
文摘In the era of omnimedia,the methods of news consumption have changed markedly.Based on new characteristics of news consumption and new issues arising therefrom,this article provides an in-depth analysis of the capabilities,including selecting,decoding and coding information from news,which all contemporary news audience should have.Meanwhile,this article proposes the pathway and strategies for fostering and improving media literacy.For example,the government should strengthen top-level design,mass media should comply with media ethics and schools should innovate educational methods.In addition,relevant social organizations,communities and families ought to mutually collaborate with each other in order to jointly build a scientific and rational media literacy education system.
基金an outcome of the key project“Research on Hybrid Reading Behavior and Reading Promotion Strategy under the Omnimedia Era”(No.16ATQ005)supported by National Social Science Fundation of China
文摘The omnimedia era has witnessed media convergence that integrates various scenarios.With the overlapping of time and space,reading carrier,reading channels and reading circumstances have all been extended sufficiently in the hybrid dimension.Hybrid reading is a social behavior in which the individual obtains complex values including knowledge,aesthetics,moral concepts,etc.from written language and other written symbols through selection,reading,and evaluation and sharing in the context of the omnimedia era.The fundamental features of hybrid reading are media mix,behavioral compounding and value compounding.This study conducts questionnaire survey among 3,953 young adults aged from 11 to 25 years old,focusing on the reading behaviors in the three phases of prereading,reading,and post-reading.Statistical analysis finds that hybrid reading has become the mainstream reading behavior of young adults,indicating the shift from traditional reading to hybrid reading.By means of cluster analysis,young adults are divided into four groups according to different levels of hybrid reading:traditional readers,passive hybrid readers,standard hybrid readers and highengaged hybrid readers,who share different reading patterns.Correlation analysis on young adults population and reading attitudes indicates that,young adults who adopt the hybrid model considerably has a more positive attitude in reading compared with those who prefer the traditional reading model.This study suggests that reading researchers and practitioners should face the new deep reading method of hybrid reading to build a fusion reading environment based on composite dimensions for readers.
