Science Explains Why The Printed Word Is Still More Powerful Than Digital- The HuffPost
The article brings on the idea that print have more impact on audiences than digital news using "science" as a back up for the statement. Making three points :
- Print speaks to your senses
- Print is more memorable
- Print is trusted
The article states how we are in the internet generation and how convinence is everything and technology triumphed over print. That those who carry Kindle or read news online on their phone still find more print to be better than print, even the 'internet- generation'.
- In the US, print books are still far more popular than digital versions,
- In the UK, sales of printed books rose by 7% in 2016.
A linguistic Naomi Baron when collecting data(opinions) on on print and digital was able to find that people loved "the smell of the paper" and author Tara Guha states books can be "sensory delights" for people. Further saying:
- “When we handle a ‘real’ book we react to how it feels in our hand, its smell, the look of the cover, even the sound of the pages turning,” Naomi Baron
- “We can feast our eyes on the books on our shelves, take them down, and as we open them we remember not just the story of the book, but what was going on in our life at that time. Flipping the pages gives us an emotional hit.” - Namoi Baron
- “When you read a paper book, you can often remember where you saw something - approximately how far in it was, where it was located on the page,”- Roger Dooley, author of Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing,
giving the impression printed words is a sought of aesthetic appeal for people.
The article brings upon scientific evidence to back up the aesthetic and memorable appeal of printed media. Research by Anne Mangen of Norway’s Stavanger University has found that "we absorb less when reading on a Kindle than we do when reading print". They allowed Kindle and print readers to be given a short story to read and found digital readers did significantly worse when asked to place events from the story in the correct order afterwards. This may be due to the idea that there is more distraction for technology when using it, such as notifications, which may lead to those reading off devices to not find what they read memorable.
Students are even advised to print off their work rather than what we do as humans havind the tendency to skim read words on devices:
- “Digital is great, of course, but I often advise my students to print out work before they submit it because reading print is a different experience from reading on screen. You skim less and focus more and I think you’re more likely to spot mistakes on paper.” -Media Trainer, Hazel Davis
Rogger Dooley suggests that print might be more powerful because it is more trusted. Historically, books were seen to be wisdom, and newspapers to speak truth to power. Neither was always true, but print still commands a respect that digital can’t match.
- In the US, print books are still far more popular than digital versions,
- In the UK, sales of printed books rose by 7% in 2016.
A linguistic Naomi Baron when collecting data(opinions) on on print and digital was able to find that people loved "the smell of the paper" and author Tara Guha states books can be "sensory delights" for people. Further saying:
- “When we handle a ‘real’ book we react to how it feels in our hand, its smell, the look of the cover, even the sound of the pages turning,” Naomi Baron
- “We can feast our eyes on the books on our shelves, take them down, and as we open them we remember not just the story of the book, but what was going on in our life at that time. Flipping the pages gives us an emotional hit.” - Namoi Baron
- “When you read a paper book, you can often remember where you saw something - approximately how far in it was, where it was located on the page,”- Roger Dooley, author of Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing,
giving the impression printed words is a sought of aesthetic appeal for people.
The article brings upon scientific evidence to back up the aesthetic and memorable appeal of printed media. Research by Anne Mangen of Norway’s Stavanger University has found that "we absorb less when reading on a Kindle than we do when reading print". They allowed Kindle and print readers to be given a short story to read and found digital readers did significantly worse when asked to place events from the story in the correct order afterwards. This may be due to the idea that there is more distraction for technology when using it, such as notifications, which may lead to those reading off devices to not find what they read memorable.
Students are even advised to print off their work rather than what we do as humans havind the tendency to skim read words on devices:
- “Digital is great, of course, but I often advise my students to print out work before they submit it because reading print is a different experience from reading on screen. You skim less and focus more and I think you’re more likely to spot mistakes on paper.” -Media Trainer, Hazel Davis
Rogger Dooley suggests that print might be more powerful because it is more trusted. Historically, books were seen to be wisdom, and newspapers to speak truth to power. Neither was always true, but print still commands a respect that digital can’t match.
- “Of course, the bar is much lower for print today - anyone can self-publish a book that is indistinguishable from the product of a big publishing house,”
- “Nevertheless, it still takes effort and expense. So, I think that even today people assume that print content has had to cross some kind of curation threshold.”
- “Many thought the convenience and cost advantage of digital media would make print content as obsolete as horse-drawn carriages. It’s clear that people still enjoy paper-based content.”
I think this does give the idea that print is still more successful than digital using the science of our brains and memory to support. However, it doesn't take from the decrease in print, in general, for companies. Unless print is seen as a luxury and necessity, why many have the idea of paywalls for newspapers, such as the New York times many would still be put into a niche group for using printed news rather than digital which will continue being on the rise in my opinion.
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