“Tá, tá movimentando”: The Publish Industry and TikTok in Brazil

The Publish Industry and TikTok in Brazil

Abstract

This research intent to unterstand how booktok community, through the TikTok plataform apropriations made by the users, impacts Brazil’s publishing industry. Our purpose is to attempt at how the booktoker readers update the concept of shared reading in the digital age, the impacting on literary consumption and on new practices of popularization of reading. Methodologically, was made an exploratory study with a qualitative bias, inspired by netnography. The hashtags #fofocaliterária and #booktokbr were monitored from December 2021 to July 2022, with the collection of videos classified by the platform as most relevant. The results point to the diversity of contents and the influential role of booktokers as important agents for the publishing market.