This research aimed to study both the reading practices in electronic devices and the design roles in the e-book production. Based on Roger Chartier s (1998) premise that the meaning of a text is deeply affected by the media in which the texts are read, we engage an analysis of readers perceptions regarding e-readers, more specifically using interactive e-books. Unlike e-books read on Kindle, Kobo and similar devices, the interactive ones are read in tablets capable of rendering more advanced multimedia resources. Whether emulating aspects of the traditional book or not, interactive e-books opens a new field for study, both of reception and production. In this scenario, we undertook an exploratory research that used two main techniques: the bibliographical research and the focal group. The literature in the fields of book history, reading, and the interaction between the reader and media has provided us a foundation to analyze reading practices, the concepts of the book as an object, and technologies. Following Bakhtin s (2003) dialogical perspective, to whom any utterance is a link in a very complexly organized chain of other utterances, we understand that it is fruitful to articulate these two knowledges: the experiences and opinions of readers drawn from focus groups, and the theories and concepts found in state-of-the-art in the academic literature. Finally, we propose that interactive e-books still seeks its own language, in a constant movement of approach or distance towards the printed book. Moreover, the interactive e-book designer plays a fundamental role in building a language, through his agency as mediator of reading: he must deal not only with technologies and practical knowledge, but also focused on affection and the emotions that books, while objects of reading, whether digital or not, causes in people.