Práticas de leitura na ponta dos dedos : uma análise do BookTok

Abstract

Analyzes how content producers/influencers create an environment of connection with the user on TikTok, emphasizing the description of TikTok, its role and relevance on social networks, the characterization of the context of emergence and popularization of TikTok, the distinction of interaction strategies and engagement used by digital influencers, the characterization of new ways of reading and Booktok, along with their objectives. Use exploratory research operationalized from bibliographic, documentary and netnographic research on the hashtag #booktokbrasil to understand how these content producers are connected with social network users and influenced the book consumption process in Brazil, describing visual techniques used by influencers, observe the #booktokbrasil community. It is concluded that: a) in the case of BookTok, generation Z, considered digital natives, is more open, is the one who most appropriates the functionalities and is the one who has the greatest capacity to absorb and interact with relevant technologies and media resources; b) content sharing is increasingly innovative, always presenting new ways of attracting public attention; c) reading and communication spaces in the community are increasingly adapted to users' new forms of communication; d) content producers use the platform’s own designs to give life and greater dynamism to the content; e) use knowledge sharing practices through the publication of literary content on the social network.