Linguagem e influência : o BookTok na mediação do consumo literário da Geração Z em Aracaju-SE

Abstract

This study analyzes how BookTok operates as a mediator of literary consumption among Generation Z in Aracaju-SE, considering the language strategies, audiovisual aesthetics, and influence mechanisms mobilized by content creators on the TikTok platform. The objective was to understand how these communicational practices impact young people’s relationship with reading and the meanings attributed to the act of reading within the context of digital culture. The research adopts a mixed-methods approach, combining quantitative data collected through a questionnaire applied to young readers with a qualitative analysis of high-reach audiovisual content on BookTok, grounded in Content Analysis as proposed by Bardin (2011). The results indicate that BookTok goes beyond the function of direct book recommendation, configuring itself as a symbolic and affective ecosystem that redefines reading as a social, performative, and shareable practice. It was observed that identification with content creators, accessible language, platform-specific aesthetics, and algorithmic mediation contribute to stimulating interest, expanding literary repertoires, and integrating reading into young people’s digital daily lives. It is concluded that BookTok acts as a relevant cultural mediator in the literary consumption of Generation Z in Aracaju-SE, influencing reading practices, processes of belonging, and contemporary forms of engagement with literature.