九乡新闻网逆天吕奉先:Chinese enthusiasm for reading recovers
来源：百度文库 编辑：九乡新闻网 时间：2024/04/29 18:52:26
Chinese enthusiasm for reading recovers
16:32, May 30, 2011 
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QQ Reading via traditional paper media had a steady growth despite challenges from new forms of reading in 2010, according to the recently published results of the Eighth National Reading Survey.Increase or decline?
"We conducted the reading survey biennially between 1999 and 2007. From 2007, we began to do it on an annual basis. By 2010, we had successfully carried out eight surveys of this kind in total," said Hao Zhensheng, director of the Chinese Academy of Press and Publication, "The data of core reading indicators shows that the average reading rate was declining during the period of 1999 to 2005 but the trend has been reversed since 2005."
The latest survey was launched starting in September 2010 and had more than 19,000 eligible respondents from 51 cities in 29 provinces, municipalities and autonomous regions in China.
According to the survey, respondents aged from 18 to 70 had a positive attitude toward reading in 2010. The comprehensive reading rate climbed 5.1 percent from 72 percent in 2009 to reach 77.1 percent.
The readership of traditional media, such as books and newspapers, grew steadily in 2010. The book reading rate was 52.3 percent in 2010, a 2.2 percent growth from 2009. The newspaper reading rate was 66.8 percent, an increase of 8.5 percent from 2009.
"The development of Internet business has a strong momentum in China. The number of users of the Internet and mobile phones is growing rapidly. If the content is from a book, it would be considered a traditional method of reading regardless of how it is represented to readers, whether it be via computer or mobile phone," Hao explained.
Some 23 percent of respondents read books via mobile phones, 3.9 percent via e-book readers and 18.1 percent on the Internet. Compared to the data of 2009, the users of e-book readers doubled in 2010, which is the biggest growth in all digital media.
The data found that the respondents on average read 0.73 e-books. Extrapolating from the survey, Chinese citizens aged from 18 to 70 read 613 million e-books in 2010.
Reading rebounds
Hao said the reading survey is a constant nationwide project that aims at drawing a clear picture of citizens' reading habits and cultural consumption.
The reading rate saw four successive declines in surveys made before 2007. "In recent years, governments pushed forward the establishment of a learning society and organizations, made great efforts to build libraries in rural areas, communities and labor unions and promoted activities like reading months and book fairs in urban areas. Indeed, it's not an easy task to revive reading," Hao said.
"Although the rise of the Internet, e-books and other new media has an obvious impact on people's reading habits, books retain their unshakable role as the most used way of learning knowledge," said Liang Gang, president of China Broadcasting and Television Publishing House.
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