COMUNIDADES VIRTUAIS DE LEITORES: O IMPACTO DAS BOOKREDES NO CONSUMO E NA DIFUSÃO DA LITERATURA

Abstract

Considering the increasing adherence to social media in recent years, the present paper aims to investigate how virtual communities of readers on social networks, referred to as "bookredes", influence book consumption and contribute to the propagation of a more diverse literature. Through analyzing literary content shared within these online literary communities on platforms such as Instagram, X, and TikTok, this study also sought to examine how readers use the media-sharing tools available on these platforms to promote literature. Furthermore, this paper analyzed the influence of booktok, a community of readers on TikTok, in shaping the publishing market. The theoretical contribution of this study uses the concepts of participatory culture and convergence culture proposed by Jenkins (2015), as well as contributions from Costa (2002) and Cosson (2014) regarding the definitions of virtual communities and communities of readers, respectively. This study is based on information collected online, including data from newspapers, magazines, and websites that provide information related to the subject matter. To more precisely illustrate the operation of the “bookredes”, screenshots of online content posted by members of these communities were used.