Nowadays, there is a sea of books and information. On the face of it, readers have unlimited freedom and can choose freely in the vast sea of books. But in fact, they have virtually become captives of the mass media. The mass media has a powerful agenda-setting function. Through book advertising, reading rankings, book reviewers' recommendation and directional push of books, what they finally present in front of readers is often only a narrow reading menu. In the new media environment, this kind of directional push is even more common. To some extent, new media is a giant book search engine, everyone is using the new media network to catch books and the result is mostly homogenization. In other words, reading in the new media environment can easily be reduced to formatted reading: not only the selected reading content is formatted, but also the reading style and reading interest are formatted. And this kind of formatted reading is very hidden and is not easy to be found.
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The book market should provide readers with multiple reading choices