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I've seen many of these types of articles, and usually they are taking about long form reading, meaning books.
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What's a book, though? I suppose people would at least count a traditional e-book. Does long-form fanfic count? How about a book-length website? What about one that was originally published as a book and then republished online?
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I'm sure the general population being asked whether they read books have a very clear idea of what a book is.
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Is that understanding also cross-culturally consistent? That's a typical failure mode in comparative surveys between different countries - the meaning of the question depends on the translation used in each language. I imagine here the implied frequency might also vary between languages; maybe English speakers don't say they "read" unless they read once a week, while Spanish speakers are laxer?
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All your examples could be printed and read as books - whatever form they are consumed in. What differences are you seeking to highlight with these examples?
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People don't usually count reading an online piece of writing as equivalent to reading a book, even if the exact same content could also be in book form. Hence if you ask speakers of a language with a lot of available online reading material (English), you may systematically underestimate how much they read long-form content.
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I think it's obvious enough without getting into the weeds like this unless their sample size is unreasonably small. E-book yes obviously counts. For the rest, like fanfic? Probably, but does it matter here? Is this actually going to move the needle?
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Be cool if they would research that, instead of asking rhetorical questions and assuming that none of it matters and everything is "obvious."

I think it's just people being snooty. Bestsellers are trash, and by definition a plurality of readers are reading them. I don't think someone who reads Gladwell has any greater cognitive power than somebody who reads twitter.

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I think most people would consider it something published alright, as other definitions start to become a bit absurd (e.g. reading the menu at a restaurant or the match day programme probably aren't what people consider as 'reading for pleasure').

Outside of that, I don't think we should gatekeep it too much though - the biggest benefits come from reading anything at all.

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The study focuses on books (and comics, but that only bumped it up by a couple of percent).
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