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Reading as the field of human communication, to the reader - as actualizing subject of the communication field - conveys a solid burden of informations about the possibilities of our existence in the world and the opportunities that the world offers for our existence. As such, reading is an important medium for building the relationship of the human with the world. From Mount Sinai, through his stone tablets, Moses will present to man two proclamations: a) the proclamation that the love for God requires mental engagement, that love and redemption does not come from visions anymore, but from reading; and b) writing can be a matter of action, but reading is always a process. Writing as an act may appear as data in a space but reading as a process, is an action that extends on time. Reading is an action in understanding and an action of understanding itself. As such, reading is the essence of thinking and a condition for our being in the world. In our paper we will talk about the role and the possibilities of reading in the context of the development of technology and consuming culture. How has the interference of technology affected the relation between reading and understanding? Does technology bring man from the trobled depths of oceans to the smooth surfaces of lakes of the meanings of his being and existence? Is reading the most appropriate tool for the highest degree of rational explanation of the understanding of our relationship with the world? In the context of consumerist culture, can one consider that man is already exhausted from the long road of seeking the meaning of his existence through reading? Is the Homo Sapiens replacing the Homo Videns? We will address these questions in our referral through the discipline of the philosophy of culture and communication anthropology. [ABSTRACT FROM AUTHOR]