Podcast - Social Media and the Publishing Industry - Booktok and Donna Tartt's The Secret History

The podcast episode discusses the impact of social media, specifically BookTok, on the publishing industry and reading habits. It explores the rise of new literary influencers, the diversity crisis in publishing, and the different categories of books. Social networks like Anobi, Goodreads, Facebook, and YouTube provide spaces for book discussions. BookTok, a corner of TikTok dedicated to books and reading, has become popular among Millennials and Gen Z. It has influenced book sales and brought attention to certain titles. However, it's uncertain how long the BookTok wave will last. Overall, social media is contributing to the growth of readers and shaping their tastes. Welcome, lovely listeners, to another episode of our podcast. And guess what? We've got a rockstar guest today, a media scholar diving into the juicy details of social media and publishing, the rise of new literary influencers, and the wild war of BookTok. Give it up for Chiara Probić. Thanks a bunch. I'm thrilled to be here. All right. Let's kick things off. Are people really reading fewer books? And is the publishing industry in a jam? Well, let me just say, it's a rollercoaster. From the 50s till now, publishing took a wild turn. It started with project submissions, now it's all about the sales gain. We are talking a crisis of diversity, bestsellers, third-brand authors dominate the shelves, alongside loads and loads of titles for the masses with no grand literary ambitions. So, you're suggesting that the success of sales is always tied to the poor quality of the text? Oh, Andrzej Szyfryn, the publisher, argues that the audience's taste is becoming more vulgar and modest. He believes that the task of elites is to capture tweets without imposing their values. Personally, I have a more democratic perspective, one I share with the scholar Giuliana Benvenuti. According to her, sales success doesn't necessarily stem from poor text quality. Instead, there are just different categories of books, some more literary and some more frivolous, suited for various audiences. They shouldn't be approached with prejudice. So where do social networks fit into this puzzle? In the third millennium web 2.0, we've got fresh voices and surprises in the promo game. Social networks unite people with shared interests. Generally, it's platforms just about books, and there are spots exclusively for book-lovers. Remember, Anobi, founded in 2006, it's a social space where users plonk virtual bookshelves, dropping titles, reviews and ratings. Goodreads, the reading heaven since 2010. Facebook's got its book groups, some exploding with members and posts. Another popular platform where book enthusiasts gather to discuss their latest treats, YouTube. Unlike the quakes needed to find on some social media, YouTube offers a space for more in-depth discussions. Users share videos ranging from just a few minutes to well over an hour, allowing for thoughtful and detailed opinions about books. It's a place where content creators delve into the nuances of their literary experiences, creating a rich and diverse landscape for book discussions. Instagram's got Bookstagram, offering a more diverse community. But the real jaw-dropper is BookTok. What's the BookTok hype? Okay, just picture this. A corner of TikTok dedicated solely to books and reading. A space for new school mediators without academic stumps. Users throw out content, make it go viral. On TikTok, it's a democratic algorithm vibe. Virality is about content proliferation and not individual promotion. The deal? The audience sees these BookTokers as free from traditional economic interests, even if that's not always true. Who are these BookTokers? They are the cool cats creating content, lead influencers ditching the polished Instagram feeds. TikTok is a paradigm shift. Millennials age, Gen Z takes the online spotlight. Forget the selfie and personal brand scene, it's about entertainment for its own sake. This marks the demise of an identity market where individuals mimic brands and brands are humanized by adept actors to appear more relatable. Generation Z flips Instagram's requirements to showcase a live, intuited color palette, favoring entertainment purely for its intrinsic enjoyment. So, if the game's changing, does reading get a facelift too? Absolutely. BookTokers dial up the feels in books. Romance novels in particular are rocking platforms like TikTok. The smooth style and intense emotions provide an escape and a way for readers to connect emotionally. Reading becomes a shared experience, breaking the silence of the modern solar reading vibe. Well, this is fascinating, isn't it? Does BookTok affect those who don't even use TikTok? Oh yes, of course. BookTok shakes up the whole publishing scene. Bet you've read at least one BookTok-listed book in the last year. What's on your nightstand now? Well, it's A Secret History by Donna Tartt. It took over a whole wall at the bookstore. Bingo! You're the perfect example. The Secret History is Donna Tartt's debut, a sensation in 92, now a global bestseller. Three years later, it's gone viral on TikTok, Instagram and Pinterest, enjoying a fresh surge in sales. Donna Tartt is a brand author, no need for promotion or self-promotion. Are there more hits like The Secret History on BookTok? Oh, well, not really. The Secret History isn't the typical BookTok sensation, but it's part of a small circle of complex lit pieces that broke through. The real stars, young adults and fantasy titles always piled up with love stories. It's a world of captivating tales, sometimes predictable, but never boring. Not every book has to be a life-changing experience. Sometimes it's just about reason for the sheer family. So, is BookTok the superhero saving the publishing industry? Hard to say how long the BookTok wave lasts. Social media is evolving at sliding speed. Trends disappear in a blink. In BookTok, not everything shiny is gold, but it's a goldmine for emerging writers. Our analysis shows it's bringing a significant chunk of teens and pre-teens closer to reading, shaping their tastes. Plus, it's contributing to the growth of readers. It's slow now, but there's hope for the future. Well, I guess that's it for today. Thank you, Chiara, and thanks to our listeners for tuning in to this episode of our podcast. We hope you enjoyed our exploration into the fascinating world of BookTok and its impact on the literary landscape. If you're new here, don't forget to subscribe for more insightful discussions on emerging trends, cultural phenomena and much more. Stay curious and keep those pages turning. Until next time, happy reading! Transcribed by https://otter.ai