Investigating attitudes to reading and their influence on publishing (rating the interest in different literary genres)
DOI:
https://doi.org/10.15291/libellarium.v1i2.131Keywords:
attitudes to reading, potential readers, multidimensional functions of reading, publishingAbstract
This research is based on two main claims. First, (Kraaykamp, 1993) the differences in reading habits are a result of differences in cultural behavior, and second, (Bourdieu, 1984) cultural participation is conditioned by social class membership determined by the basic demographic profile of examinees (education, income, profession). This influenced our test sample choice - we focused on three main locations to collect our data: bookstores and libraries, Faculty of Philosophy in Zagreb, and Faculty of Economics in Osijek.
The research methodology used in this paper relies on earlier theoretical findings on ‘the factors that determine the predilection for reading’ (Stockmans, 1999), as well as on the planning, implementation, data collection, and data analysis using the methods of multivariate statistics. In order to achieve statistical quantification, we created a questionnaire for measuring the attitudes of readers (n=400). The data was collected in 2007 using the ‘face to face’ method in the selected central locations (bookstores and libraries, Faculty of Philosophy in Zagreb, and Faculty of Economics in Osijek).
This paper presents the characteristics of the study and the results of the statistical analysis of data showing examinee’s grading of their interest in selected literary genres. Research results are discussed with the focus on their importance for publishing, which deals with production, promotion and selling of books, and as such directly depends on readers’ attitudes.
Downloads
References
Ajzen, I. - Fishbein, M. 1977. „Atitude-Behaviour intentions model“, Psychological Review, 81: 59 - 74.
Allport, G. 1935. „Attitudes” in a handbook of socialpsychology. Worchester, Ma: Clark University Press.
Boëthius, U. 1995. „Youth, the Media and Moral Panics“, u J. Fornäs and G. Bolin (ur.), Youth Culture in Late Modernity. London: Sage, 39 - 57.
Bourdieu, P. 1984. Distinction. Cambridge: Harvard University Press.
Fishbein, M. - Ajzen, I. 1975. Belief, attitude, intention and behavior: an introducution to theory and research. Reading, M.A: Adison-Wesley.
Fulgosi, A. 1988. Faktorska analiza. Zagreb: Školska knjiga.
Guttman, J. M. 1982. A comprehensive introduction for social scientists. Cambridge: Cambridge University Press.
Greaney, V. - Neuman, S. B. 1990. The functions of reading: a cross cultural perspective, Reading Research Quarterly 25: 172 - 195.
Halmi, A. 2003. Multivarijatna analiza u društvenim znanostima. Zagreb: Alineja.
Holbrook, M. B. -Hirschman, E. C. 1982. The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research 9: 132 - 140.
Horvat, J. 1995. Statistika pomoću SPSS/PC+. Osijek: Ekonomski fakultet u Osijeku.
Ivery, G. 1998. „Discovering Readers in the Middle Level School: A Few Helpful Clues“. NASSP Bulletin, October, 48 - 55.
Klinger, E. 1971. Structure and functions of fantasy. New York: Wiley-Interscience.
Kraaykamp, G. 1993. Over lezen gesproken. Een studie naar sociale differentiatie in leesgedrag. Amsterdam: Thesis Publishers.
Lewis, R. - Teale, H. W. 1980. Primary school student’s attitudes towards reading, Journal of Research in Reading, 5: 113 - 122.
Liska, A. 1985. Social threat and social control. New York: Sunny Press.
Maclnnis, D. J. -Jaworski, B. J. 1989. Information processing from advertisements: Toward an integrative framework. Journal of Marketing 53: 1 - 23.
Mano, H. - Oliver, R. L. 1993. Assessing the dimensionality and structure of the consumption experience: Evaluation, feeling, and satisfaction. Journal of Consumer Research 20: 451 - 466.
Mc Gvire, W. J. 1989. Constructing social psychology. New York: Cambridge University Press.
Oliver, R. L. 1992. An investigation of the attribute basis of emotion and related affects in consumption: Suggestions for a stage-specific satisfaction framework. U: J. F. Sherry, Jr. - B. Stemhal (ur.), Advances of consumer research. Association for Consumer Research 19, 237 - 244. PISA, Programme for International Student Assessment, http://www.pisa.oecd.org (posjećeno 20. listopada 2008.).
Raeymaeckers, K. 2002. Research Note: Young People and Patterns of Time Consumption in Relation to Print Media, European Journal of Communication, 27(3): 369 - 382.
SPSS, Data Mining, Statistical Analysis Software, Predictive Analysis, Predictive Analytics, Decision Support Systems, http://www.spss.com (posjećeno 20. listopada 2008.).
Stokmans, M. J. W. 1998. The relation between postpurchase evaluation and consumption experiences of hedonic products: A case of reading fiction. U: B. G. Englis - A. Olofsson (ur.), European advances in consumer research. Association for Consumer Research 3, 139 - 145.
Stokmans, M. J. W. 1999. Reading attitude and its effect on leisure time reading, Poetics, 26: 245 - 261.
Westbrook, R. A., 1987. Product/consumption-based affective responses and postpurchase processes. Journal of Marketing Research 24: 258 - 270.
Zillmann, D. - Bryant, J. 1996. Entertainment as media effects. U: J. Bryant - D.
Zillmann (ur.), Media effects: Advances in theory and research,. Hillsdale, NJ, Erlbaum: 437 - 462.
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
