What’s wrong with New Zealand novels?’ An exploration of reader attitudes towards New Zealand fiction

Abstract

RESEARCH PROBLEM: The purpose of this study was to explore attitudes to New Zealand fiction in order to better understand the generally low readership of New Zealand fiction in New Zealand. Despite this being a ‘hot topic’ in the New Zealand media and within the publishing industry, formal research on this issue have been few and generally only brief components of studies on wider issues. The aim of this research was to fill these gaps and explore attitudes to New Zealand fiction in greater depth from the reader’s perspective, specifically how New Zealand fiction is viewed by readers and how it fits into general reading practices and preferences. METHODOLOGY: The study used a quantitative framework and was conducted via online survey questionnaires. The sampling techniques employed were a combination of convenience and snowball sampling. Libraries, bookshops and other book-related organizations were approached to advertise the questionnaire, while participants were encouraged to pass on the survey details to others of their acquaintance that enjoyed reading. RESULTS: Data from 557 participants were included in the results although only 497 of these completed the entire survey. Despite relatively high expressed levels of enthusiasm for New Zealand fiction the results suggest that many struggle to align a desire to read and support New Zealand fiction with their wider reading tastes and practices. The findings indicate this is due to a number of factors, the most pervasive being that nationality is not a main driver for choosing fiction and therefore requires a conscious choice and adjustment in practices in order for it to be considered. IMPLICATIONS: The study benefits various stakeholders in New Zealand’s book industry, including publishers, libraries, booksellers and writers and contributes to a better understanding of the New Zealand market for fiction by New Zealanders. Suggestions for future research include expanding the research population to broader demographics and a wider variety of reader types, as well as exploration of the preferences and practices of genre readers in New Zealand.