Why Are Book Peddlers Free?
Seyed Rafie Ahmadjavadi, in an interview with a reporter from the Iran Book News Agency (IBNA), stated that book-centered elements and symbols, such as installing statues, busts, murals, creating reading stations, naming streets, and generally using them in urban furniture, have a great impact on reading culture. He said: These activities in urban spaces, due to the direct transfer of concepts with rich backgrounds, pave the way for the development of reading in the long run.
He considered the centrality of books effective in strengthening the city’s cultural identity from a visual perspective and continued: In the discussion of reading culture, different tools should be used, but even utilizing urban elements is a reminder to invite people to read; because the eye sees it and the mind wants to follow it. Even the existence of book-centered symbols and elements reinforces the feeling in society that “I live in a city that reads books.” People compete to hold books and read them on the subway and bus instead of their mobile phones.
The manager of Abu Ata Publications, stating that advertising billboards in urban views can also be used to promote reading, added: Billboards have always been used to advertise various goods, but this same position can be used to encourage people to read and discuss the benefits of studying. This cultural work also creates diversity in urban symbols.
Ahmadjavadi, stating that urban cultural officials who have the tools in hand should make the city book-centric, expressed: The culture of reading is in its weakest state. Many managers come to me to get audiobooks that can be lullabies for them to sleep. Humans either experience to learn or read and learn. Apparently, most people in society are seeking experience! If we continue this way, we will suffer serious damage; because virtual space has reduced interest and tastes to the lowest possible level. The depth of learning by reading social media content has decreased, and we are turning into shallow oceans; whereas book content stays in the mind and leaves its impact in the long run.
He explained that the municipality, in the context of cultural promotion, should also prevent peddlers in bookselling alleys and sometimes in the metro: These works, which are generally sold with large discounts, damage the reading movement; because they are available with the lowest translation under the easiest conditions. These copied books, colloquially speaking, “have a stroke” (are flawed/choppy) and cause readers to become alienated. Second-hand bookstores or book stalls have a definition that is not at all observed in Tehran, and books are thrown on the sidewalk in the most contemptible state and sold. They also sell well because some people think these works are uncensored.
Ahmadjavadi referred to reading as “mind exercise” which is not even seen in movie and TV series advertisements and continued: If we saw books in even half the scenes where cigarettes are seen in the hands of lead actors, it would still have an impact; but alas! Whereas in foreign films of various genres, a book is always included in a scene.
