Digital Strategies in Reading Promotion. A Survey of Practitioner Attitudes
Digital Strategies in Reading Promotion. A Survey of Practitioner Attitudes

Author(s): Monica Dimitrova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: digital strategies; digitization; literacy; new media; reading motivation; reading promotion
Summary/Abstract: The study explores how leading reading promotion practitioners across Europe perceive and apply digital strategies within their campaigns, amid growing concerns about declining reading motivation and functional literacy. Using a survey distributed to 21 organizations from 16 European countries, the research investigates attitudes toward digitization, identifies key motivational factors for reading, and evaluates the effectiveness and implementation of various digital approaches. While practitioners largely view digitization as a threat to traditional reading habits, the majority nonetheless acknowledge the need to integrate digital tools in their promotional efforts. Notable discrepancies were found between attitudes and practice – particularly in the underutilization of approaches such as virtual communities and digital influencers, which are widely perceived as effective. The findings highlight a growing pragmatism in the field, calling for better alignment between positive perceptions of digital innovation and its actual implementation in reading campaigns.

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