Abstract: The present paper sorts out the existing academic research on reading media in China,
recognizes the deficiencies of current researches, and proposes some directions for future research. Current
research can be divided into two parts: the media-centered research and the reader-centered research. The
media-centered study recognized the differences of two reading behavior patterns under different media
environment-one is based on digital and information technology, and the other based on traditional printing
technology. The media-centered study also investigated the way in which reading behavior patterns of the
whole society is influenced by the media technology. The reader-centered research investigated the behavior
and attitudes of readers toward reading media in the multi-media environment, including the behavior
and attitudes toward all kinds of reading media, the differences of reading behaviors and attitudes toward
different kinds of reading media, and the influential factors of those behaviors and attitudes. There are some
deficiencies in the existing study, such as the ignorance of readers’ subjective initiative, the ambiguous
classification of reading media, the lack of research on multi-media and cross-media reading, and the lack
of thorough investigation on readers’ behaviors and attitudes. 

Key words: Reading media, Reading pattern, Reading behavior and attitudes