Basically it's the same. It boils down to purpose. If you're reading for pleasure you generally want to sit back and enjoy it so most people will photoread and then rapid read. Skipping the other activation technique.
If it's for study you want to get more out of it than mere entertainment so you would treat it pretty much like any non fiction book under those circumstances.
It a matter of purpose 'why are you reading it? What do you want out of it? How much time do you want to spend with it?
Alex