Abstract:

［Purpose/Significance］As a new pattern of deep reading, hybrid reading is a product of media integration in the era of Omnimedia.  This paper provides a theoretical basis and thinking frame for the further study. ［Design/Methodology］A normative study has been occupied to define hybrid reading, induce the characteristics of hybrid reading and issue the main topics for  hybrid reading study based on the social cognitive theory. ［Findings/Conclusion］It has been found that hybrid reading will bring readers new understanding, improve reading quality, and strengthen the impetus of reading. The research on hybrid reading could be conducted by concentrating on readers, reading behaviors, reading environments and their relationships in the perspective of daily life. ［Originality/Value］Based on the new technical environment in the Omnimedia Era, this paper proposes a new concept of hybrid reading from a whole landscape. Meanwhile, with an illustration of its characteristics, influence and research approach, a new research approach for the study of reading has been provided.

Key words: Hybrid reading, Reading behavior, Omnimedia, Social cognitive theory, Reading promotion