Resumen

SAEZ |, Victoria. From readers to “influencers”. Booktubers, bookstagrammers and booktokers and the circulation of literature in social networks in Argentina. Rev. Pilquen. secc. cienc. soc. [online]. 2022, vol.25, n.2, pp.20-46. ISSN 1851-3123.

Advances in digital technologies have generated changes in the circulation, reception and production of literature. In the last decade, readers who recommend books on different social networks have multiplied. They generate audiences that follow them, positioning themselves in the role of “influencers” and establishing links with publishers. Taking the focus of communication studies on the circulation and the formation of media collectives, this paper aims to investigate the ways of reading on digital platforms, focusing on the experiences of these actors, their reading practices, their relationship with the publishing industry and the incidence of media platforms. From a qualitative approach based mainly on in-depth interviews, we reconstruct the trajectories of five readers who live in the Buenos Aires Metropolitan Area and use YouTube, Instagram and TikTok to generate content about books. It is concluded that the logics of the different digital networks affect the reading practices, placing the subjects in a complex plot composed of multiple tensions between content creation, professionalization, the demands of accumulate followers, competition and the commercialization.

Palabras clave : Reading; Social networks; Influencers; Literature.

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