Studying the role of new audio book media in promoting book reading culture

Culture, as the common way of human life, thought and action in a society, is considered the spiritual heritage of any country, and the book, which is five thousand years old, was one of the first elements that played a role in the creation of culture and civilization. Therefore, it is necessary to look at the book as an important and effective element in promoting the society's culture in a multifaceted and prismatic way, so that finally, in this process, the act of reading books will be realized. The researcher's concern in this field is the interaction of technology and traditions, the purpose of this research is to investigate the effect of audio books on the promotion of reading culture. Today, with the emergence of new technologies, content distribution has been placed on various platforms and has made it possible for the audience to benefit from media content according to their needs at any time and place. Audio books are one of the examples that it is placed in the group of new media and in recent years it has become a popular platform used by the audience. Library data collection method and expert interview and research method; Content analysis is qualitative. In order to obtain categories, in-depth interviews were conducted with seven experts in media management, books and audio book and radio program producers. Based on the information obtained from the interviews, the audience prefers the audio book due to its audio quality, ease of access, and the feature of being available anywhere, anytime. At the end, the researcher has presented the results of his findings in two parts. 1) The production of audio books as a new media has led to an increase in audience reading and as a result, promoting the reading culture. 2) In the field of audio book production, the elements and components that should be taken into consideration based on the answers of the experts are the direction of the audio book, the selection of suitable narrators, the desired recording quality, the appropriate and correct use of music, the selection of suitable genres for this medium, production The effect is based on the needs of the audience to provide the satisfaction of the audience.