Abstract:

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.

Key words: Audio reading, Behavioral features, College students, New media environment, Shanghai