{"id":85115,"date":"2023-12-13T23:55:31","date_gmt":"2023-12-13T22:55:31","guid":{"rendered":"https:\/\/erdmost.hu\/?p=85115"},"modified":"2023-12-13T17:16:00","modified_gmt":"2023-12-13T16:16:00","slug":"mit-gondol-olvasnak-meg-konyvet-a-magyarok","status":"publish","type":"post","link":"https:\/\/erdmost.hu\/en\/2023\/12\/13\/mit-gondol-olvasnak-meg-konyvet-a-magyarok\/","title":{"rendered":"Mit gondol, olvasnak m\u00e9g k\u00f6nyvet a magyarok?"},"content":{"rendered":"

Gyakran vagy ritk\u00e1n, de nyomtatott k\u00f6nyvet 42, e-k\u00f6nyvet 11, m\u00edg e-hangosk\u00f6nyvet csup\u00e1n a magyarok 7 sz\u00e1zal\u00e9k szokott olvasni – der\u00fcl ki a Nemzeti M\u00e9dia- \u00e9s H\u00edrk\u00f6zl\u00e9si Hat\u00f3s\u00e1g megb\u00edz\u00e1s\u00e1b\u00f3l id\u00e9n tavasszal k\u00e9sz\u00edtett vizsg\u00e1latb\u00f3l<\/a>.<\/p>\n

A teljes feln\u0151tt magyar lakoss\u00e1g k\u00f6nyvolvas\u00e1si \u00e9s k\u00f6nyvv\u00e1s\u00e1rl\u00e1si szok\u00e1sair\u00f3l sz\u00f3l\u00f3 kutat\u00e1sban els\u0151sorban arra kerest\u00e9k a v\u00e1laszt, hogy az egyre hangs\u00falyosabb digitaliz\u00e1ci\u00f3 milyen hat\u00e1ssal van a v\u00e1s\u00e1rl\u00f3kra \u00e9s a piacra. A tanulm\u00e1nyt IDE KATTINTVA<\/a> lehet teljes eg\u00e9sz\u00e9ben elolvasni.<\/p>\n

\"\"<\/p>\n

A kutat\u00e1s r\u00e9szleteiben elmer\u00fclve megtudhatjuk, hogy a v\u00e1laszad\u00f3k egyr\u00e9szt az\u00e9rt \u00e9rveltek a nyomtatott k\u00f6nyv mellett, mert az k\u00e9zbe foghat\u00f3 \u00e9s fizikailag is birtokolhat\u00f3. M\u00e1sr\u00e9szt sokan kiemelt\u00e9k, hogy jobban meg tudj\u00e1k jegyezni, amit egy pap\u00edrk\u00f6nyvben olvasnak.<\/p>\n

Ugyanakkor az e-k\u00f6nyvnek f\u0151k\u00e9nt az az el\u0151nye, hogy egy eszk\u00f6z\u00f6n rengeteg m\u0171 elf\u00e9r, nem mell\u00e9kesen pedig sokkal kevesebb helyet is foglal. A meginterj\u00favoltak egy r\u00e9sze azt is hozz\u00e1f\u0171zte, hogy k\u00e9nyelmesebb ezt a form\u00e1tumot olvasni, mint a nyomtatottat.<\/p>\n

A becsl\u00e9sek szerint az e-k\u00f6nyvek nagyj\u00e1b\u00f3l a 2 sz\u00e1zal\u00e9k\u00e1t teszik ki a teljes k\u00f6nyvpiacnak, b\u00e1r van, ahol ez az ar\u00e1ny kicsit alacsonyabb a kiad\u00f3i bev\u00e9telek alapj\u00e1n.<\/p>\n

\"\"<\/p>\n

Az \u00e9rt\u00e9kes\u00edt\u00e9si adatok alapj\u00e1n az elektronikus k\u00f6nyvek olvas\u00f3i k\u00f6z\u00f6tt a legn\u00e9pszer\u0171bb m\u0171faj a romantika, 19 sz\u00e1zal\u00e9kos ar\u00e1nnyal. Ezt k\u00f6veti a nemzetk\u00f6zi sz\u00e9pirodalom, a krimi \u00e9s a magyar sz\u00e9pirodalom.<\/p>\n

Az e-hangosk\u00f6nyvekn\u00e9l azonban a sz\u00e9pirodalom domin\u00e1l, 34 sz\u00e1zal\u00e9kos ar\u00e1nnyal. Ebben a szegmensben j\u00f3val er\u0151sebb a gyermek \u00e9s ifj\u00fas\u00e1gi kateg\u00f3ria, mint az e-k\u00f6nyvekn\u00e9l, az ar\u00e1ny 27 sz\u00e1zal\u00e9k. Az ismeretterjeszt\u0151 tartalom a maga 26 sz\u00e1zal\u00e9k\u00e1val minim\u00e1lisan lemaradva ker\u00fclt fel a dobog\u00f3 harmadik fok\u00e1ra.<\/p>\n

A digitaliz\u00e1ci\u00f3 nem csak a form\u00e1tum, hanem p\u00e9ld\u00e1ul a rekl\u00e1m tekintet\u00e9ben is tetten \u00e9rhet\u0151. A vizsg\u00e1lat alapj\u00e1n az internetnek kiemelked\u0151 szerepe van a sz\u00e9pirodalom n\u00e9pszer\u0171s\u00edt\u00e9s\u00e9ben.<\/p>\n

K\u00f6nyvszakmai szak\u00e9rt\u0151k szerint a k\u00f6z\u00f6ss\u00e9gi m\u00e9dia, azon bel\u00fcl is kiemelten a Facebook, az Instagram \u00e9s a TikTok nagy szerepet j\u00e1tszik egy-egy alkot\u00f3 vagy k\u00f6tet n\u00e9pszer\u0171s\u00edt\u00e9s\u00e9ben.<\/p>\n

\u00c9szrevehet\u0151en azoknak a magyar szerz\u0151knek magasabbak az elad\u00e1saik, akik akt\u00edvak a k\u00fcl\u00f6nb\u00f6z\u0151 k\u00f6z\u00f6ss\u00e9gim\u00e9dia-platformokon. Mik\u00e9nt a podcastok is jelent\u0151s prom\u00f3ci\u00f3s lehet\u0151s\u00e9get rejtenek magukban.<\/p>\n

\"\"<\/p>\n

A kutat\u00e1s a magyarok \u00e1ltal\u00e1nos olvas\u00e1si szok\u00e1saival kapcsolatban is tesz meg\u00e1llap\u00edt\u00e1sokat.<\/p>\n

Am\u00edg 2020-ban a feln\u0151tt magyar lakoss\u00e1g 13 sz\u00e1zal\u00e9ka, addig 2023-ban m\u00e1r 15 sz\u00e1zal\u00e9ka olvasott hetente. Az orsz\u00e1gos \u00e1tlagn\u00e1l nagyobb ar\u00e1nyban olvasnak rendszeresen a n\u0151k, a fiatal – 18 \u00e9s 39 \u00e9v k\u00f6z\u00f6tti – feln\u0151ttek, illetve a 60 \u00e9vn\u00e9l id\u0151sebbek \u00e9s a budapestiek.<\/p>\n

Akik k\u00f6nyvet vesznek a kez\u00fckbe, vagy \u00e9pp hallgatnak meg, azok – a form\u00e1tumt\u00f3l f\u00fcggetlen\u00fcl – \u00e9vente \u00e1tlagosan 12 alkot\u00e1ssal teszik ezt meg – \u00f6sszegez a tanulm\u00e1ny.<\/p>","protected":false},"excerpt":{"rendered":"

Kider\u00fcl a a Nemzeti M\u00e9dia- \u00e9s H\u00edrk\u00f6zl\u00e9si Hat\u00f3s\u00e1g minap megjelent kutat\u00e1s\u00e1b\u00f3l.<\/p>","protected":false},"author":42,"featured_media":85120,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_seopress_robots_primary_cat":"none","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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