This essay has been conducted in order to increase a greater understanding and knowledge of young adults that interact and hang out on YouTube through the community Booktube. Booktube is a community where a broad mix of people talks about and share their greatest interests; books and reading. The study of this essay was conducted using semi-structured interviews with seven informants via Skype. The interview data was collected to answer questions about why these young adults activate themselves on Booktube, and also to understand how the Booktube community contributes to young adults identity development, both self-identity and social identity. Former studies and theories discussed in this essay to analyze and discuss the informants’ interview replies include: theories of identity development, social identity theory (SIT), social media and reading as an act contributing to a person’s identity development.

[pt] A tese trata do estudo de três práticas de leitura coletivas e híbridas da contemporaneidade: as redes sociais, o booktok e o booktube e os Slams. O objetivo principal deste estudo é analisar como jovens e idosos interagem com essas práticas de leitura, observando as diferenças e semelhanças entre esses públicos etários. O método utilizado foi o método da pesquisa qualitativa através de entrevistas semiestruturadas com 40 jovens com idades de 18 a 30 anos e 40 idosos com idades de 60 a 80 anos, ambos os grupos com nível superior completo ou cursando nível superior, moradores do Rio de Janeiro. Essas três práticas de leitura utilizam-se de formatos online e offline, podendo ser realizada uma leitura compartilhada, com possibilidade de trocas e comentários entre os leitores. O virtual e o presencial nas práticas de leitura da contemporaneidade apresentam-se como mais integrados, acumulados, linkados e, por isso, também, emaranhados uns nos outros. Os conteúdos que são lidos continuam sendo diversos, lê-se sobre todos os assuntos, mas o modo de ler contemporâneo recebe nova formas, novas práticas de leitura que se conjugam e aglutinam na contemporaneidade como variadas formas de ler que coexistem. / [en] The thesis deals with the study of three collective and hybrid reading practices of contemporaneity: social networks, booktok and booktube and Slams. The main objective of this study is to analyze how young and old people interact with these reading practices, observing the differences and similarities between these age groups. The method used was the qualitative research method through semi-structured interviews with 40 young people aged between 18 and 30 years and 40 elderly people aged between 60 and 80 years, both groups with complete higher education or attending higher education, residents of Rio de Janeiro. January. These three reading practices use online and offline formats, and a shared reading can be carried out, with the possibility of exchanges and comments between readers. The virtual and the face-to-face in contemporary reading practices are presented as more integrated, accumulated, linked and, therefore, also entangled with each other. The contents that are read continue to be diverse, one reads on all subjects, but the contemporary way of reading receives new forms, new reading practices that are combined and agglutinate in the contemporaneity as different ways of reading that coexist.

nÃo hà / In this research, the theoretical-methodological proposal from John M. Swales (1990; 1992; 1998) was used for the analysis of discourse communities, and the methodological perspectives of virtual ethnography (HINE, 2000) with the intention of understanding the communicative singularity of the booktube group. Hence, the theoretical approach chosen assumes that the production of a genre is intrinsically related to the social and historical conditions in which the users and producers are inserted. As for the notion of what a discourse community is, we rely, theoretically, on Swales (1990; 1992; 1998), the author who investigated the necessary criteria for a group to be classified as a discourse community. We also relied on the studies conducted by Biasi-Rodrigues (1998), Bernardino (2000), AraÃjo (2003), Gaede (2003), Catunda (2004) and Lima (2008) in order to understand how a community whose practices are born on the web is different from those studied by these authors. Concerning the methodology used, we applied the principles of the virtual ethnography from Hine (2000), which considers that the study of events that take place on the internet benefit the comprehension of individuals and their practices. Thus, we initially analysed one hundred (100) booktube channels and identified three (03): two (02) experienced booktubers and one (01) beginner, from whom we extracted the necessary netnographic materials to better understand the complexity of this virtual group, aim of this research. / Neste estudo, adotamos a proposta teÃrico-metodolÃgica de John M. Swales (1990; 1992; 1998) para anÃlise de comunidades discursivas e as perspectivas metodolÃgicas da etnografia virtual (HINE, 2000), no intuito de compreendermos a singularidade comunicativa do grupo BookTube. Neste sentido, o percurso teÃrico escolhido entende que a produÃÃo de um gÃnero està intrinsecamente relacionada com as condiÃÃes sociais e histÃricas nas quais os usuÃrios e produtores estÃo inseridos. No que tange à noÃÃo de comunidade discursiva, apoiamo-nos, teoricamente, em Swales (1990; 1992; 1998), autor que investigou os critÃrios necessÃrios para que um grupo possa ser entendido como uma comunidade discursiva. Pautamo-nos, ainda, nos estudos realizados por Biasi-Rodrigues (1998), Bernardino (2000), AraÃjo (2003), Gaede (2003), Catunda (2004) e Lima (2008) a fim de compreendermos de que modo uma comunidade cujas prÃticas florescem na web se diferencia daquelas estudadas por esses autores. No que concerne à metodologia empregada, utilizamo-nos dos princÃpios da etnografia virtual de Hine (2000), a qual entende que os estudos dos eventos espraiados na internet favorecem a compreensÃo dos indivÃduos e das prÃticas desenvolvidas por eles. Com isso, analisamos, de inÃcio, 100 (cem) canais de booktubers, os quais possibilitaram a identificaÃÃo de trÃs (03) canais: dois (02) de booktubers experientes e um (01) de booktuber iniciante, a partir dos quais extraÃmos os materiais netnogrÃficos necessÃrios para compreendermos a complexidade do grupo virtual objeto desta pesquisa. O estudo evidenciou as especificidades da comunidade BookTube e concluiu que, embora as atividades sejam realizadas na virtualidade, os critÃrios sÃo preenchidos.

Studiens syfte är att kritiskt granska och analysera hur kända BookTubers upprätthåller genusstereotyper inom den specifika subkulturen The BookTube Community. Ambitionen är att förstå huruvida subkulturen representerar normer och normativa genusstereotyper. Studiens urval utgörs av de två kvinnliga och de två manliga BookTubers som i dagsläget, januari 2020, har flest prenumeranter. Materialet omfattar fyra YouTube-videor, en från varje BookTuber, där böcker diskuteras i ett generellt sammanhang och inte utifrån någon specifik genre. Analysen är utförd med genusteori som teoretiskt ramverk och kritisk diskursanalys som metod, med Faircloughs tredimensionella modell som utgångspunkt. Det framgår av analysen att kända BookTubers upprätthåller genusstereotyper till viss del genom sitt utseende och sitt uppträdande. Även sättet som de diskuterar litteratur på går att tolkas som genusstereotypiskt i vissa avseenden. / The purpose of the study is to critically examine and analyze how well-known BookTubers maintain gender stereotypes within the specific subculture The BookTube Community. The ambition is to understand whether the subculture represents norms and normative gender stereotypes. The selection of the study consists of the two female and the two male BookTubers who currently, in January 2020, have the most subscribers. The material includes four videos, one from each BookTuber, where books are discussed in a general context and not based on any specific genre. The analysis is performed with gender theory as a theoretical framework and critical discourse analysis as a method, with Fairclough’s three-dimensional model as a starting point. It appears from the analysis that well-known BookTubers maintain gender stereotypes to some extent through their appearance and behavior. The way in which they discuss literature can also be interpreted as gender stereotypical in some ways.

In this thesis I look at five YouTube videos recommending lesbian literature within the YouTube sub community known as BookTube, with the purpose of exploring how BookTube creators mediate lesbian literature and stimulate a reading desire among lesbian readers through their recommendation videos. Using a deductive content analysis, I analysed the BookTube videos to gain an understanding of why and how the video creators recommend lesbian literature to their viewers. This was then followed by a thematic analysis of each respective videos commentsection, to explore the responses left by the commenters and understand what they gained out of the videos and how it has affected their desire to read, using the literature stimulating theories of subjective relevance along with personal/impersonal experiential/instrumental reading. I also explored the identity strengthening opportunities regarding the lesbian literature and community offered through BookTube. The theory of Compulsory Heterosexuality and the Lesbian Continuum have been used when discussing the lesbian angle of this thesis and connects to the reading stimulation through subjective relevance. The last theory used when analysing the comments of the video is the digital closet, which refers to when people use the selective anonymity of the internet to determine how much of their sexual identity they share.The study found that lesbian literature had a positive effect on the identity building of both the people making the video as well as on the commenters commenting on the video. The videos also had a literature stimulating effect on the commenters, with many commenters reporting they put the recommended books on their own to-be-read list, or recommending more books to the video creator and other commenters. Furthermore, the anonymity of the internet appears to give commenters who are not out with their sexual identity in real life the security to come out to the other people within the lesbian BookTube community.

Around 2010, a group of online content creators, commonly referred to as "Youtubers" or "BookTubers," began to emerge on YouTube.com. This community's content revolves around many topics under the realm of literature including book discussions, reviews, genre discussions, and many more. While the group started off small, it has grown significantly over the past decade; some of the most prominent creators have several hundred thousand subscribers. In the ten years since its emergence, the creators and content have transformed, where many in the beginning made video discussions just for fun, and now many of them have grown their channel into a financially successful career and have formed partnerships with publishing companies. Specifically within the BookTube community, young adult author John Green has revolutionized the platform and seen unprecedented amount of success. His novels along with their film and TV adaptations have inspired thousands of Booktube reviews and discussions, and John and his brother Hank Green have gained a massive following on YouTube. This essay examines BookTube as a collaborative community, a marketing platform, and a space for reception theory analysis by examining readers' discussions of John Green's Looking for Alaska. BookTube and other online communities are becoming increasingly important in people's lives, and analyzing these platforms is essential to understanding future generations.

El objetivo de la investigación fue analizar la influencia que tienen los creadores de videos denominados booktubers en la promoción de la lectura entre los usuarios de YouTube en el Perú. Para ello, se analizaron los comentarios que los usuarios hicieron en las videoreseñas creadas por los booktubers y se invitó a responder una encuesta a los usuarios que consumen dicho contenido. A partir de esta información, se caracterizó tanto a los principales booktubers peruanos, así como el contenido que producen; también se caracterizó a una muestra de seguidores de los canales de dichos booktubers identificando algunas características demográficas relevantes, sus prácticas de lectura y sus niveles de participación en la comunidad Booktube. La recopilación de información abarca los años 2013-2018. Los resultados de la investigación indicaron que el 96,2% de los comentarios que los usuarios escriben en las video-reseñas publicadas por los booktubers no tienen relación con el contenido de esta o son comentarios de usuarios que ya leyeron el libro, por lo que no constituyen un canal adecuado para hacer este tipo de análisis debido a que los comentarios son expresiones espontáneas e informales. Sin embargo, los resultados de la encuesta indicaron que 43,3% de los encuestados tienen mucho interés en leer el libro y el 13,3% indicó que definitivamente leen el libro después de ver la video-reseña en el canal del booktuber, encontrándose aquí un importante indicio de que las videoreseñas creadas por los booktubers sí promueven la lectura en los usuarios de YouTube. Esto constituye un motivo importante para realizar investigaciones adicionales sobre las características de dichas video-reseñas que determinan su mayor o menor influencia

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