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Thanks to the BookTok community, adult romance author Colleen Hoover has taken the world by storm. Anyone that has had access to TikTok within the past year has probably had a Colleen Hoover book appear in video on their “For You Page,” the page on TikTok where users can scroll through content that follows an algorithm which learns about the user’s specific interests. However, Hoover has been writing and publishing novels since 2012. She had already published more than a dozen novels by 2020, yet her popularity has only grown since she made her appearance on social media. Her book entitled It Ends with Us has exponentially went up in sales in 2021, five years after its initial release. By the end of the book’s first month on the market, it had sold 21,000 copies. The author noticed a bump in sales in the last quarter of 2020, and by 2021, that bump in sales became an exponential growth in sales: 308,000 copies sold in only one year. Many critics believe that this growth in sales can contribute its success to TikTok, and specifically BookTok. Now, in 2022, over four million copies of It Ends with Us have been sold, and 20 million of Hoover’s books have been sold across the globe. This research will take a look at how social media has a direct effect on the publishing industry and the consumption of literature, specifically looking into the phenomenon of Colleen Hoover. She has learned how to use her presence on social media platforms for marketing, while also simultaneously having her books marketed by her within the different social media communities. Social media is not going away anytime soon, so also having authors learn to use social media to their advantage can also help them to accelerate their rate of sales of their novels as well. Learning to analyze behaviors of social media platforms, learning current trends to make the author’s books more relevant to their markets, and interacting with audiences and fans can be quite beneficial to all authors. Colleen Hoover has made her social media presence quite prevalent, so taking a look into the tactics she uses, the posts she makes, and the events she holds to interact with her fans can be fascinating to study and learn how to use for other authors as well.

Denna studie analyserar vilka könsnormer som figurerar och vilka psykologiska mönster som blir tydliga i Colleen Hoovers verk Förbannade kärlek. I syfte att göra det har en kvalitativ analysmetod använts, mer precist en hermeneutisk texttolkning. Det teoretiska ramverket utgörs av feministisk litteraturteori. Resultatet av analysen visar att det figurerar könsnormer i romanen där mannen används som vägledning för kvinnan i många sammanhang. Mannen har därför rollen som överordnad kvinnan. Det psykologiska mönstret som blir tydligt i romanen grundar sig i karaktären Miles mörka förflutna, vilket används som ett motiv genom berättelsen och som fungerar som en drivkraft för både karaktären Tate och läsaren. Det mörka förflutna speglar i sin tur Miles handlingssätt gentemot Tate. Detta mynnar ut i konsekvenser hos Tate där även hon blir psykiskt negativt påverkad. Det psykologiska mönstret genom berättelsen kan beskrivas som en dominoeffekt där det ena tragiska leder till det andra.

This essay analyses the representation of trauma and gendered violence in Colleen Hoover’s novel It Ends With Us. To do this, trauma theory and the notion of gendered violence are applied in the analysis, as well as Dorrit Cohn’s ideas of diary novels, dissonant narrator and consonant narrator. The findings show that the protagonist, Lily’s, way of coping with her trauma and gendered violence during her teenage years, was to keep a diary, effectively using scriptotherapy. When that was not enough, however, she actively suppressed her problems. The essay also shows that Cohn’s ideas of dissonant and consonant narrator play a part in how Lily’s development is shown throughout the novel.