Based on the premise that young people's positive attitudes toward reading and writing can be shaped through the use of literature that treats those activities as valuable, a content analysis was conducted of Caldecott Medal winners from 1938 through 1981 and of Newbery Medal winners from 1922 to 1981 to determine how these books dealt with reading and writing. The results showed that one Caldecott and 16 Newbery Medal winners used reading and writing as a main theme or related aspect of plot or characterization. The books depicted reading and writing as important activities for survival, enjoyment, and the gaining and sharing of knowledge. (Summaries of the 17 books are included, along with instructional strategies designed for use with reluctant readers and writers.) (FL)