The Golden Circle Presentation: How Social Reading and the Kindle Connect

The Golden Circle Presentation: How Social Reading and the Kindle Connect

The Golden Circle is more than just a communications hierarchy - its principles are deeply rooted in how our brains make decisions. Similarly, the concept of "social reading" revolves around our innate desire to share what we have read and receive feedback. These two seemingly unrelated ideas actually have more in common than meets the eye.

Social reading is a simple concept - people want to share what they have read with others and engage in discussions about their thoughts and ideas. This not only helps make a book more memorable but also leads to better idea formation and explanation. Johnson et al. (2011) found that shared writing and thoughts foster a deeper understanding of the material compared to solitary, deep-focus reading.

Traditional book clubs have long understood the appeal of social interaction around a common interest. Members join book clubs not only to discuss the books they have read but also to connect with others who share their passion for literature. AuYeung, Dalton, and Gornall (2007) suggest that the main motivation behind joining book clubs is the desire for social interaction. These clubs often attract adult readers, primarily women, aged twenty to forty, who are internet-savvy and have at least a medium reading level.

However, online book clubs have their drawbacks. One major con is the lack of predictability and interactivity in membership. Online book clubs can sometimes feel impersonal and less engaging compared to their traditional counterparts. To bridge this gap, the Kindle has introduced features that encourage readers to share their thoughts with other Kindle users globally.

One of the most popular and controversial features is "popular highlights." These highlights appear as dotted lines under phrases in books that multiple Kindle readers have highlighted. This feature allows readers to see what passages others found interesting or thought-provoking. It creates a sense of connection and community among Kindle users, even if they are reading the book at different times and in different parts of the world.

Additionally, the Kindle now offers a "lending" function that allows readers to share a book with a friend after they have finished reading it. This feature taps into the essence of social reading - the desire to share and discuss books with others. It brings back the personal connection that physical books have - the ability to pass along a book and share the experience with someone else.

However, as much as technology and social reading have evolved, there is still something special about physical books. Ng (2010) points out that books we have known and handled often have a personal, physical connection to the past that e-books cannot capture. The feel of turning pages and the smell of ink on paper evoke nostalgic emotions that e-books simply cannot replicate. This unique aspect of physical books reminds us of the power of tangible objects and the lasting impact they can have on our lives.