This is a sentence every literature professor hates hearing. I can torture my students with endless lab assignments, written exercises in their workbooks, oral presentations that need to be prepared in their free time, and all kinds of boring, time-consuming activities. They bear everything patiently and almost never complain. When, however, I mention that we will be reading something, a collective moan of "I hate reading!" is the most frequent response I get. The best way of having students drop the class at the beginning of the semester is by announcing that there will be a lot of reading.
The funny thing is that most of them don't really hate reading. When we start reading texts, they obviously enjoy it. Most students offer really interesting, original interpretations of texts, and the ensuing discussions are always lively and exciting. In a way, it feels like they say they hate reading because it's the expected, acceptable reaction.
The anti-reading, anti-intellectual propaganda in this country is very strong. People who like to read appear in TV shows as objects of ridicule. They always look strange, have poor hygiene, and their personal lives are miserable to non-existent. Often, their bookishness leads them directly to madness. (One example, is Detective Goren of Law and Order: CI, whose favorite way of spending his free time is to go to the library and who suffers from one mental breakdown after another. Need I mention that this character has no personal life whatsoever?)
Since being an intellectual, well-read person is presented as unattractive and weird, the younger generation feels obligated to profess an intense hatred of reading. As a result, they get all their information from stupid TV shows that offer nothing but endless streams of propaganda.