Online Archive of University of Virginia Scholarship
Bookish Influencers and Audiences: Taste, Opinion, and Literary Consumption on BookTok169 views
Author
Stallard, Jordan, Media, Culture, and Technology - Graduate School of Arts and Sciences, University of Virginia
Advisors
Ellcessor, Elizabeth, AS-Media Studies (MDST), University of Virginia
Morimoto, Lori, AS-Media Studies (MDST), University of Virginia
Press, Andrea, AS-Media Studies (MDST), University of Virginia
Abstract
This thesis investigates the dynamic interactions between BookTok influencers (BookTokers) and their audiences, focusing on how these relationships shape literary taste, opinion formation, and consumption practices on the TikTok platform. By conducting a digital ethnography and thematic analysis of BookTok comment sections and Goodreads interactions, the study addresses a gap in BookTok research by centering the role of everyday commenters and their engagement with BookTok creators. The findings reveal that commenters seek the intimate experience of discussing books, relying on BookTokers as trusted guides to navigate enjoyable and time-worthy reading experiences. However, this trust is complicated by a protective stance over personal opinions, leading to tense and even toxic behaviors in literary discussions. This research identifies emergent themes such as call-out culture and anti-fandom and the power dynamics embedded in online bookish communities. By expanding current understandings of the interactions between influencers and audiences, this thesis contributes to broader conversations on social reading cultures, media consumption, and the evolving landscape of digital literature engagement.
Stallard, Jordan. Bookish Influencers and Audiences: Taste, Opinion, and Literary Consumption on BookTok. University of Virginia, Media, Culture, and Technology - Graduate School of Arts and Sciences, MA (Master of Arts), 2025-04-29, https://doi.org/10.18130/1k44-6112.
