Where I live, reading is still generally considered to be a good thing. However, I have noticed that people only about ten years younger than me are beginning to show an acute distaste for all things intellectual. The movie 'Idiocracy' might not have been too far off the mark.
We were never that good or intelligent to begin with, but the ease of communication and the abundance of resources in western nations have created a hyper-parasitic society, where everything is marketing and everything is entertainment. Marketing is entertainment and entertainment is marketing. There is very few people who actually make the things we need to survive. Everything is made easy and easy is equated with good. Very little actual work is required, but we need to keep consuming, so that the Society is kept alive and growing.
This has created an environment, where anything that requires effort or thought, is considered to be bad, because we don't have to make the effort and we don't have to think for ourselves. It is enough that we sit and let TV, radio, Internet, magazines and newspapers fill our brains with infotainment, advertisements, needs and urges. We have to consume more and more to fit in. We have to want what others want us to buy.
Books are a very hard medium to exploit from a marketing viewpoint. They are often written by a single person, they don't contain images, video, sound, or celebrities. Therefore they are not assimilated so efficiently into global marketing and media. Books remain relatively uncorrupted, independent and original. They can invoke ideas and visions as well as emotions. They can impart knowledge, but they can also entertain.
Recently I have read with immense pleasure Vonnegut, Hemingway, Steven Pressfield, Alastair Reynolds, Dan Simmons, Nietzsche and Sartre to name only a few.