Bookstagrammers e sua influência no consumo de livros e objetos literários

Abstract

The present work focused on understanding the relationship between bookstagrammers, Brazilian and foreign, and their role as encouraging literary consumption, as well as analyze the importance of these digital influencers in strategies for book publishing. Using the concepts of social capital of Wellman (2001 apud RECUERO, 2014), digital social network and digital social media of Recuero (2009, 2014); cyberculture of Lévy (1999); consumption of Canclini (2010) and Bauman (2008); public and private according to Rosa (2006) and inflow and outflow according to Santaella and Lemos (2010), we discusses the importance of the literary community in the formation of identities, and the influence of consumption in this process, as well as how digital social networks and digital social media allows the emergence of personalities capable of influencing the consumption of a large portion of users. The methodology chosen was qualitative, according to authors Gibbs (2009) and Angrosino (2009), along with criteria that made it possible to evaluate the impact of bookstagrammers publications on Instagram. It has been noticed that foreign bookstagrammers are much more organized than Brazilians, both in volume of publications and in participation of marketing strategies. This way they get a greater engagement with their posts than the Brazilian accounts. The personalization of speeches - inserting elements of private life in the photos and subtitles - was the biggest differential found. The more the public and private spheres mingled, the more the bookstagrammer gained social capital, perceived through the likes and comments in the publications.