INFORMATION RESEARCH

Reading as Moral Afternoon Tea: Dynamic Effects of Reading Period on Moral Motivation

  • Jiang Chong ,
  • Wang Xiaoguang ,
  • Zhao Liang
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  • 1 School of Information Management, Wuhan University, Wuhan 430072;
    2 Key Laboratory of Semantic Publishing and Knowledge Service of the National Press and Publication Administration, Wuhan University, Wuhan 430072;
    3 Big Data Institute, Wuhan University, Wuhan 430072

Received date: 2022-10-19

  Revised date: 2023-01-01

  Online published: 2023-07-06

Abstract

[Purpose/Significance] People’s moral motivation is affected by the morning morality effect. From morning to afternoon, people’s moral motivation is eroded in the time rhythm. Based on the strong relationship between literary reading and morality, this paper empirically explores whether literary reading can be a way to compensate people’s moral motivation for loss. [Method/Process] With the help of digital reading environment, this study took the social annotations in the process of reading as the content of readers’ reading attention, depicted the changes of moral motivation in different periods of 24 hours of reading attention, proposed the “reading as moral afternoon tea”, hypothesized that literary reading, as a self-regulating spiritual energy, was helpful to reduce the loss of moral motivation. Especially in the afternoon, the moral motivation of readers was significantly compensated. Based on the reading annotation data of 30 590 top 8 novels on the bestselling list of Baidu Reading platform, this paper adopted sliding window method to adjust the precise boundary of morning, afternoon and night to compare the moral motivation of reading attention in different periods. [Result/Conclusion] Robust results show that readers’ attention to moral motivation is significantly higher in the afternoon than in the morning, which verifies the compensatory effect of literary reading on readers’ moral motivation in the afternoon. This study extends the morning morality effect, and at the same time reveals the dynamic correlation mechanism between 24-hours-a-day reading and morality through the empirical method of big data, which provides an empirical explanation for literary reading to supplement spiritual energy and enhance moral motivation, and provides theoretical support for the reading recommendation algorithm serving the construction of spiritual civilization.

Cite this article

Jiang Chong , Wang Xiaoguang , Zhao Liang . Reading as Moral Afternoon Tea: Dynamic Effects of Reading Period on Moral Motivation[J]. Library and Information Service, 2023 , 67(12) : 70 -78 . DOI: 10.13266/j.issn.0252-3116.2023.12.007

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