Readers render book fundamentally different from other mass
media.
• The book is the least ‘mass’ of our mass media in audience reach.
• Book is a medium that is least dependent on advertisers’ supports.
It can aim at small group of readers and provide unpopular ideas.
• Book has been seen as a “powerful cultural force”
• The novel “Fahrenheit 451” written by Ray Bradbury – in futuristic
world, books are destroyed by the authority because books are
different and unique in the culture