انتشارات پژوهشگاه فرهنگ، هنر و ارتباطات پژوهشنامه فرهنگی و اجتماعی کودک و نوجوان 3041-976x 3 2 2025 08 23 Reading Preferences of Children and Adolescents in Book Selection: A Survey Study of the 34th Tehran International Book Fair ترجیحات کودکان و نوجوانان در کتاب‌گزینی؛ مطالعه پیمایشی سی و چهارمین دوره نمایشگاه بین‌المللی کتاب تهران 113 134 244748 10.22083/cssca.2026.564252.1095 FA شکیبا احمدی دانشکده روانشناسی و علوم تربیتی، دانشگاه تهران، تهران، ایران shakibaahmadi@ut.ac.ir 0009-0000-6370-3422 سیدمحمدمهدی رئیس کرمی کاندیدای دکتری رشته مشاوره، دانشگاه علامه طباطبایی، تهران، ایران. mathronmahdi@gmail.com 0000-0002-5602-3362 مجید مجیدی کارشناسی ارشد مشاوره مدرسه، دانشگاه تهران، تهران، ایران. (نویسنده مسئول) majid.majidi@ut.ac.ir 0000-0001-9414-423X Journal Article 2025 06 26 Introduction: Understanding the reading preferences of children and adolescents is a fundamental prerequisite for bridging the gap between formal cultural policymaking and the actual interests of young readers. Moving beyond traditional adult-centered and prescriptive perspectives, contemporary reader-response theories emphasize that reading is a transactional process shaped by readers’ lived experiences. Despite the proliferation of digital media, adolescent reading practices have persisted and evolved in diverse ways. However, reading promotion programs often fail to adequately incorporate the authentic voices of young audiences. A review of the existing literature reveals a significant research gap: previous studies have primarily relied on either textual analyses or limited school-based surveys. Consequently, there is a lack of a comprehensive perspective that simultaneously examines genre preferences, the relative influence of new media and traditional institutions, and readers’ meaning-making processes within a real-world and unmediated setting. Accordingly, drawing on an audience-oriented discourse, the present study aims to empirically investigate the reading preferences, favorite genres, book discovery channels, and thematic interests of children and adolescents in an authentic book-selection environment, namely the 34th Tehran International Book Fair (TIBF).<br>Methods: This study employed a mixed-methods embedded design using a cross-sectional survey strategy. The study population consisted of children and adolescents attending the 34th Tehran International Book Fair. A valid sample of 1,517 participants aged 9–18 years (with the largest proportion belonging to the 11–13 age group) was recruited through convenience sampling. To maximize participation and broaden data collection, an integrated electronic questionnaire was administered through two channels: on-site distribution via tablets at the physical book fair and online dissemination through social media platforms. The questionnaire collected demographic information, quantitative indicators of reading habits, and qualitative open-ended responses concerning memorable book quotations and reading experiences. As part of the quality-control process, incomplete questionnaires and responses completed in less than three minutes were excluded. Quantitative data were analyzed using descriptive statistics in Microsoft Excel. In parallel, qualitative textual data were examined through a standard five-stage thematic analysis procedure in MAXQDA to identify underlying patterns of meaning and enrich the interpretation of the quantitative findings.<br>Findings: The demographic analysis showed that girls constituted 76% of the sample (N = 1,157), indicating a substantially higher level of participation in book selection activities than boys. More than half of the participants (56%) were primary school students. One notable finding was the strong preference for printed books, which were favored by 92.5% of respondents, while e-books and audiobooks accounted for only 4.5% and 3%, respectively. This finding challenges assumptions regarding the predominance of digital reading formats among younger generations. Regarding content preferences, science fiction (50.3%) and fantasy (41.4%) emerged as the most popular genres. In addition, a shift in book discovery patterns was observed, with social media and digital platforms (18%) surpassing traditional institutions such as libraries (17.3%) and book fairs (16.2%) as sources of book recommendations. In the qualitative phase, thematic analysis of participants’ favorite books—including adaptations of the Shahnameh, international classics such as The Little Prince, and contemporary novels such as Purple Marshmallows—revealed that purposefulness, resilience, positive social relationships, and spirituality constitute central themes in adolescents’ reading experiences. Furthermore, the analysis of purchasing behavior demonstrated a high degree of intentionality, with 83% of participants searching for specific titles. Private publishers specializing in translated fantasy literature, such as Porteghal and Houpaa, were considerably more popular than traditional or state-affiliated publishers, suggesting a structural gap between official cultural production and audience preferences.<br>Conclusion: The findings indicate that the reading preferences of Iranian children and adolescents do not necessarily correspond to the prescriptive patterns promoted by formal cultural institutions. The strong interest in imaginative genres reflects a need for excitement, creativity, and identity exploration, while the enduring preference for printed books suggests the continued value of tangible and aesthetically engaging reading experiences. The popularity of literary works addressing identity-related and emotional concerns further indicates that contemporary young readers engage with literature as a space for reflection and self-understanding rather than as passive consumers of content. Based on these findings, the study argues that sustainable development of reading culture in Iran requires reducing the gap between institutional cultural policies and the lived experiences of younger generations. Greater alignment between reading-promotion strategies and interactive digital platforms, alongside the production of high-quality indigenous literature responsive to the psychological and cultural needs of young audiences, appears essential. Ensuring that the voices and preferences of readers are meaningfully incorporated into literary production and promotion processes is a key prerequisite for effective cultural engagement. مسئلۀ شناخت ترجیحات مطالعاتی کودکان و نوجوانان، پیش‌نیازی بنیادین برای پر کردن شکاف میان سیاست‌گذاری‌های رسمی و سلیقۀ واقعی مخاطب است. پژوهش حاضر باهدف بررسی داده‌محورِ این ترجیحات و با تکیه‌بر «گفتمان مخاطب‌محور»، در بستر سی‌وچهارمین نمایشگاه بین‌المللی کتاب تهران انجام شد. این مطالعۀ آمیخته از نوع طرح تنیده (لانه‌گزیده)، روی نمونه‌ای شامل ۱۵۱۷ نفر (در بازۀ سنی ۹ تا ۱۸ سال) اجرا گردید. داده‌های کمّی از طریق پرسشنامۀ الکترونیکی (تحلیل با نرم‌افزار Excel) و داده‌های متنیِ مکمل، با روش «تحلیل مضمون» (در نرم‌افزار MAXQDA) بررسی شدند. یافته‌ها بر اساس توزیع جمعیت‌شناختی نشان داد که دختران (با ۷۶ درصد) مشارکت بسیار بالاتری در رفتار کتاب‌گزینی دارند و ژانرهای علمی‌تخیلی (۵۰.۳ درصد) و فانتزی در صدر انتخاب‌ها قرار دارند. یکی از مهم‌ترین یافته‌ها، ترجیح قاطع ۹۲.۵ درصدیِ این نسل به مطالعۀ نسخۀ کاغذی است؛ درحالی‌که هم‌زمان، فضای مجازی (با ۱۸درصد) جایگزین نهادهای سنتی در کشف و معرفی کتاب شده است. تحلیل کیفیِ آثاری چون شاهنامه فردوسی و شازده کوچولو ثابت کرد که مضامینی نظیر تاب‌آوری، هدفمندی و معنویت، هستۀ معناییِ تجربۀ خواندن را شکل می‌دهند. افزون‌براین، بررسیِ اولویت‌ها نشان داد که ناشران خصوصیِ متمرکز بر ادبیات فانتزی، اقبالِ بیشتری نسبت به نهادهای سنتی یافته‌اند. درنتیجه، سیاست‌گذاریِ کارآمد در ترویج ادبیات کودک، مستلزم گذار از رویکردهای تجویزیِ بزرگسال‌محور و ایجاد پیوندی تعاملی باتجربۀ زیسته و نیازهای روان‌شناختیِ مخاطبِ واقعی است. https://cssca.ricac.ac.ir/article_244748_40c856e59f61ce2fff1d090c837f7fad.pdf