The debate over whether audiobooks count as reading gained traction after neurologist Josh Turknett's Instagram post, which referenced a 2019 study from the University of California, Berkeley. The study found that the brain processes meaning from both listening and reading in similar ways, suggesting that both formats can be beneficial. However, experts like Dr. Praveen Gupta emphasize that reading is more cognitively demanding, requiring focus and control, which can lead to better understanding and memory retention. Listening, while less demanding, can foster emotional connections through the human voice. Gupta advises a balanced approach: use reading for deep comprehension and listening for multitasking. Ultimately, the effectiveness of either method depends on how actively one engages with the content.