Abstract: The “Beauty of Books in China” is an annual book design competition that represents the highest standard of book design in China. Despite being regarded as successful within the professional sphere, the award-winning books receive varying evaluations from general readers. In the online community “Douban Reading” which boasts a large gathering of Chinese readers, individuals express their opinions through book reviews, often diverging from the intentions of judges and designers. This article centralizes the concept of the “imagined reader” to delineate the aesthetic divergence between professional and general readers in evaluating the material features of award-winning Chinese books. Using the TF-IDF algorithm, this article conducts text analysis on the original judge comments and reader comments, identifies characteristic terms within each group, and shows different reading preference. This research finds that there are gaps between imagined readers and real readers in terms of aesthetic foundation, attitudes towards supplementary design elements, practical skills, and reading contexts. Readers’ comments reflect a distinct contrast to the design-centric view of judges.

Sun Zhang

Imagined Readers: Contrasting Professional and Reader Reviews of Chinese Book Design

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Category	Quartile
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