The economics and mechanics of bookfluencing: A study on Filipino reading culture through the lens of BookTok, BookTube, and Bookstagram

Date of Publication

4-2024

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Arts in Literature major in Literary and Cultural Studies

Subject Categories

Social Media

College

College of Liberal Arts

Department/Unit

Literature, Department of

Thesis Advisor

Mary Harmony I. Guevarra

Defense Panel Chair

Antonette Talaue-Arogo

Defense Panel Member

Mary Jessel B. Duque
Ma. Jemimah R. Uy

Abstract (English)

The lockdown during the 2020 COVID-19 pandemic forced people to delve further into the Digitalization Age and for readers, the platforms BookTube, BookTok, and Bookstagram have greatly influenced their reading. The study answered how bookfluencing can improve and promote a culture of reading. The main objectives of this study are to show how the economics and digital mechanics of bookfluencing shape Filipino reading culture. The framework of this study is focused on Benedict Anderson’s Imagined Communities and Nikos Papastergiadis’ Aesthetic Cosmopolitanism and the study showed how the reading community creates meaning to apply what they read in their daily lives in order that the advocacies of the individual reader may be addressed and so a cosmopolitan community may work together to better themselves and better the world in their own ways.

This study was conducted in a manner that a relational content analysis was performed and five prospective bookfluencers active on the selected social media platforms were studied and assessed in terms of the tactics that they use to monetize their content, how they promote the act of reading, the cultures and subcultures of reading they promulgated, how their bookfluencing plays a part in the bookfluencing economy and how those strategies shape and influence the reading culture of the Philippines.

Abstract Format

html

Abstract (Filipino)

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Abstract Format

html

Language

English

Format

Electronic

Keywords

Books and reading--Philippines; Online social networks

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Embargo Period

4-12-2024

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