The BookTok Phenomenon: Literary Criticism and Book Marketing in The Online Reading Community

The emergence of the Internet and social media platforms had a significant impact on reading practices. The latest addition to online reading communities is TikTok’s BookTok. This study explores the transformative landscape of literary interpretation in the digital age, specifically examining the emergence and impact of BookTok. Employing Reception theory and Reader-response criticism (Jauss, 1982; Iser, 1996; Fish, 1980; Barthes, 1977), in conjunction with Jenkins’ concepts present in Convergence Culture (2006a) as the primary frameworks, this study scrutinizes the dynamics of reader engagement within the BookTok community. The investigation aims to elucidate the participatory role of active readers in the interpretation of texts. The study contextualises the rise of BookTok within a larger historical framework by tracing the historical evolution of reading communities from traditional book clubs to the digital era. Through the selection and subsequent thematic analysis of TikTok videos related to BookTok, the study examines how the reading community’s users contribute to the collective interpretation of literary works. It investigates the relationship between BookTok engagement and literary commercial success. The study specifically focuses on two books that became popular within and due to the community – It Ends with Us (2016) by Colleen Hoover and The Seven Husbands of Evelyn Hugo (2017) by Taylor Jenkins Reid. Findings suggest that BookTok users adopt a distinct approach to the interpretation and recommendation of books, influenced by TikTok’s features and prioritising their emotional response to texts. Moreover, the community plays a crucial role in influencing the reception, interpretation, and commercial success of literary works.