Abstract Based on an archive of one thousand semi-structured interviews with modern readers in Croatia, this article defines three types of reading motivations: personal, compelling, and compelled choices. The first show little to no evidence of other people or institutions influencing the reader, while the last show little to no evidence of the reader’s own desire to read, as it is supplanted by those of people or institutions wielding stronger literary authority. The article focuses on compelling choices as the mid-point category, and analyzes select interview extracts to reveal seven minor and five major sources of such motivations: friends, unknown or multiple persons, family and romantic partners, internet and general advertisement. The analysis shows how such reading motivations are intricately linked to both personal relationships and broader societal influences. Recommendations from close friends and family often serve as a primary source of motivation, offering insights that align with individual tastes and providing a sense of credibility. Mass media channels like newspapers and television shows also play a significant role in shaping reading choices through general advertisement. These platforms introduce books to a wider audience, influencing trends and promoting specific titles beyond personal networks. This interplay between personal recommendations and media influence highlights the dual nature of reading motivations, nestled between the personal and institutional poles. The testimonies by non-professional readers show how their pleasures of reading are intensified and made more memorable by interactions which should be regarded as an important aspect of the social lives of literary texts.
Lovro Škopljanac (Tue,) studied this question.