You can't do that with a single CSS rule. You need some way to enable/disable CSS rules, so you can choose between the embedded font (font-family:"Gentium") to whatever you you chose in your reader (no font-family specified). There is at least one standard compliant way to do this: alternate stylesheets, but I'm not aware of any reader that supports this.
In some readers you may have the option to ignore all ebook styles and use only your own, or to specify some stylesheet to override the ones in the book (in that case you could use "font-family:serif !important", and cross your fingers).
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