Reading perception and behavior: a social marketing study with basic education students
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Introduction: Reading represents a fundamental tool for the construction of critical thinking and the intellectual development of those who practice it, being considered one of the most crucial factors for the cognitive and sociocultural development of adolescents. Objectives: This study analyzes the integration of reading in the daily life of adolescents, exploring factors from teaching and learning in schools to the sociocultural aspects of young people. Methodology: Quantitative research of exploratory-descriptive scope was developed to a sample of 100 students in the ninth year of basic education. A structured questionnaire with 24 items was applied, using the 5-point Likert scale. The information was processed using SPSS version 26 statistical software. Results: The analysis of the data revealed significant findings about the reading habits of the students consulted, where 45% positively perceive their reading experiences in the school. Likewise, a similar percentage manifested a high connection with digital technologies in reading practices. However, there is also a trend that could worry schools, because 43% of students express an unfavorable attitude towards traditional reading, even more so when it is evident that young people spend little time reading. The situation of reading habits is complex; since, despite the marked interest of young people in digital reading, the lack of interest in traditional reading persists. Conclusions: The results suggest the need to implement innovative pedagogical strategies that articulate digital media with the development of comprehensive reading skills. General area of study: social marketing. Specific area of study: reading behavior. Type of item: original.
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