Jornalismo cultural e BookTok: estratégias de comunicação na divulgação da literatura no TikTok

Abstract

This study analyzes the communication strategies used by book influencers and journalism in the promotion of literary works among young audiences in digital environments. The research focuses on TikTok, investigating how different profiles produce content related to literature. The study consists of a qualitative analysis of three profiles: one journalistic outlet, Estado de S. Paulo, and two literary influencers with different approaches. Posts related to the literary universe were examined, considering the formats employed, communication strategies, and interaction with the audience. The results indicate that journalistic profiles adopt a more formal and institutional approach, while influencers use languages and formats more aligned with the dynamics of the platform. It was also observed that the influencer with a journalistic background tends to address sensitive topics in a more critical and contextualized manner, whereas the content creator primarily driven by engagement prioritizes trends and entertainment-oriented formats, which may limit the critical mediation of literary works and discussions. The findings suggest that book influencers play an important role in the circulation and visibility of literature among young people, while journalism maintains a relevant function in contextualizing information and promoting critical mediation in digital environments.