Abstract

Introduction: Understanding the reading preferences of children and adolescents is a fundamental prerequisite for bridging the gap between formal policymaking and the actual tastes of the audience. Drawing on an audience-oriented discourse, this study aims to empirically investigate these preferences in a real-world book selection environment, specifically the 34th Tehran International Book Fair.

Methods: This study utilized a mixed-methods embedded design. The statistical population comprised child and adolescent visitors to the fair. A sample of 1,517 participants (aged 9–18) was selected using convenience sampling. Quantitative data were collected via online and on-site electronic questionnaires and analyzed using Excel. Complementary qualitative textual data, derived from open-ended questions about readers' experiences, were examined through thematic analysis using MAXQDA.

Results: Findings indicate that gender significantly influences reading habits, with girls and primary-school students reporting higher reading times. Science-fiction (50.3%) and fantasy are the most popular genres. Notably, an overwhelming 92.5% of the participants prefer print books over digital formats. Furthermore, social media (18%) has emerged as the primary channel for book discovery, surpassing traditional institutions. Qualitative analysis of favorite books, such as Shahnameh and The Little Prince, revealed that themes of resilience, purposefulness, and spirituality form the core of their reading experiences. Private publishers also showed higher popularity compared to traditional institutions.

Discussion: The reading preferences of Iranian adolescents do not necessarily align with the prescriptive patterns of formal institutions. Effective cultural policymaking and the promotion of children’s literature require a transition from adult-centric, prescriptive approaches toward an interactive connection with the lived experiences and psychological needs of the actual audience. Producing engaging native content that reflects these realities is essential for increasing reading rates.

Keywords: Reading preferences, Children’s and young adult literature, Audience-oriented discourse, Mixed-methods study, Tehran International Book Fair.