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America's Decline in Literary Reading: Grappling with Technology's ...

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The <strong>in</strong>ternet is a<br />

democratic bazaar that<br />

<strong>in</strong>forms the citizenry,<br />

can potentially give<br />

nearly every <strong>in</strong>dividual<br />

a voice, and provides a<br />

medium for diverse<br />

Customer reviews,<br />

personalized book lists,<br />

and an almost unlimited<br />

supply of books give<br />

the user someth<strong>in</strong>g of a<br />

virtual “social” environ-<br />

ment <strong>in</strong> which great<br />

books can quickly and<br />

easily be found, ordered,<br />

and read. Internet<br />

booksellers can provide,<br />

as Solomon would put<br />

it, an onl<strong>in</strong>e “k<strong>in</strong>ship <strong>in</strong><br />

the shar<strong>in</strong>g of books” (2).<br />

high school students who started a political<br />

blog <strong>in</strong> which people from around the world<br />

discussed matters of politics. Contrary to<br />

Solomon’s suspicions, these resources are<br />

engag<strong>in</strong>g average citizens <strong>in</strong> democracy <strong>in</strong> a<br />

way never before possible rather than caus<strong>in</strong>g<br />

a “retreat from engaged democracy.” Just as<br />

books are vital to our “struggle aga<strong>in</strong>st absolutism<br />

and terrorism,” these digital sources of<br />

<strong>in</strong>formation can provide us <strong>with</strong> <strong>in</strong>formation<br />

that is drawn from a multitude of voices from<br />

diverse backgrounds. S<strong>in</strong>ce the <strong>in</strong>ternet is<br />

uncontrolled, it is somewhat of a refuge from<br />

absolutism and gives the user an <strong>in</strong>ternational<br />

arena <strong>in</strong> which diverse ideas can be exchanged<br />

freely. In a sense, what could be more democratic<br />

than the <strong>in</strong>ternet?<br />

It is somewhat commonplace for scholars<br />

to criticize, often times unfairly, forms of<br />

“digital media.” But regardless of the benefits<br />

that the <strong>in</strong>ternet, video games, and other<br />

forms of digital media offer, the fact rema<strong>in</strong>s<br />

that literary read<strong>in</strong>g is important to our society.<br />

<strong>Literary</strong> read<strong>in</strong>g is a primary way <strong>in</strong><br />

which ideas and new perspectives are communicated<br />

and tested, and it engages the reader<br />

<strong>in</strong> imag<strong>in</strong>ative, speculative thought. Without<br />

discount<strong>in</strong>g the tremendous value of literary<br />

read<strong>in</strong>g, then, is it somehow possible for literary<br />

read<strong>in</strong>g and digital media to coexist, and<br />

could digital media perhaps even promote literary<br />

read<strong>in</strong>g?<br />

One way many believe literary read<strong>in</strong>g can<br />

be made more popular is by figur<strong>in</strong>g it as a<br />

communal endeavor. Solomon, for <strong>in</strong>stance,<br />

offers this strategy:<br />

We need to make read<strong>in</strong>g, which is <strong>in</strong> its<br />

essence a solitary endeavor, a social one as<br />

well, to encourage the great thrill of f<strong>in</strong>d<strong>in</strong>g<br />

k<strong>in</strong>ship <strong>in</strong> shared experiences of books.<br />

We must weave read<strong>in</strong>g back <strong>in</strong>to the very<br />

fabric of the culture, and make it a ma<strong>in</strong>stay<br />

of community. (1)<br />

Although read<strong>in</strong>g is on the decl<strong>in</strong>e, social<br />

read<strong>in</strong>g has been an effective tool <strong>in</strong> help<strong>in</strong>g<br />

to re-popularize literature. The success of<br />

Oprah’s book club shows how communal<br />

read<strong>in</strong>g can get more people read<strong>in</strong>g fiction,<br />

even if this fiction isn’t always of the highest<br />

quality. Similarly, I th<strong>in</strong>k that technology can<br />

help to popularize literature. Internet booksellers,<br />

such as Amazon.com, have already<br />

begun to create an onl<strong>in</strong>e “book society” <strong>with</strong><br />

their market<strong>in</strong>g strategies. Amazon.com<br />

builds a database of the books the consumer<br />

has purchased and, based on these books,<br />

suggests other similar books a particular<br />

reader might enjoy. Further, it l<strong>in</strong>ks together<br />

people <strong>with</strong> similar tastes and allows for the<br />

exchange of read<strong>in</strong>g lists. Customer reviews,<br />

personalized book lists, and an almost unlimited<br />

supply of books give the user someth<strong>in</strong>g<br />

of a virtual “social” environment <strong>in</strong> which<br />

great books can quickly and easily be found,<br />

ordered, and read. Internet booksellers can<br />

provide, as Solomon would put it, an onl<strong>in</strong>e<br />

“k<strong>in</strong>ship <strong>in</strong> the shar<strong>in</strong>g of books” (2).<br />

Much as civic life can be extended to virtual<br />

life, a form of social read<strong>in</strong>g can be extended<br />

to cyberspace. Juliet Gard<strong>in</strong>er, <strong>in</strong> her article<br />

“Reformulat<strong>in</strong>g the Reader: Internet<br />

Booksell<strong>in</strong>g and Its Impact on the Construction<br />

of Read<strong>in</strong>g Practices,” elaborates on<br />

the <strong>in</strong>ternet booksell<strong>in</strong>g phenomenon:<br />

What is happen<strong>in</strong>g <strong>in</strong> Internet booksell<strong>in</strong>g<br />

...is an attempt to commodify another<br />

social practice, the so-called ‘word of<br />

mouth’ phenomenon by which ‘personal<br />

recommendations’...are ‘posted’ <strong>in</strong> simulacra<br />

through readers’ star rat<strong>in</strong>gs and<br />

reader reviews that accompany the description<br />

of the book <strong>in</strong> question. (167)<br />

Amazon devised a revolutionary e-commerce<br />

strategy for sell<strong>in</strong>g books by creat<strong>in</strong>g<br />

such a social word of mouth environment<br />

onl<strong>in</strong>e. Upon enter<strong>in</strong>g the Amazon webpage,<br />

consumers are greeted <strong>with</strong> books geared<br />

towards their specific tastes, usually based on<br />

recommendations and book lists of other readers<br />

<strong>with</strong> similar tastes. It can be hard to ignore<br />

such books, books which may be new releases<br />

by a favorite author or bestsellers of a preferred<br />

genre. If one cont<strong>in</strong>ues on to the product<br />

page of a specific book, it is often easy to<br />

be enticed <strong>in</strong>to a purchase. A five star rat<strong>in</strong>g<br />

system and a list of usually quite detailed user<br />

reviews can be enough to conv<strong>in</strong>ce one to buy<br />

a book, even if there was no <strong>in</strong>tention of buy<strong>in</strong>g<br />

such a book beforehand. This virtual social<br />

environment, someth<strong>in</strong>g of a word of mouth<br />

phenomenon, is Amazon’s prime booksell<strong>in</strong>g<br />

strategy. And this strategy obviously works, as<br />

evidenced by Amazon’s rapid growth from a<br />

small garage bus<strong>in</strong>ess <strong>in</strong> 1995 to one of the<br />

world’s largest retailers. And whatever its profit-based<br />

motives may be, Amazon doesn’t just<br />

get books sold; it gets books read. For me personally,<br />

Amazon has been an amaz<strong>in</strong>g catalyst<br />

for read<strong>in</strong>g and more read<strong>in</strong>g. Grow<strong>in</strong>g up <strong>in</strong> a<br />

t<strong>in</strong>y town <strong>in</strong> Montana left me <strong>with</strong> two<br />

options for obta<strong>in</strong><strong>in</strong>g books: I could either go<br />

to our poorly stocked library and try my luck<br />

on an old book from a limited selection, or I<br />

could drive 70 miles to the nearest bookstore. 43

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