Media

Chantal Vachon

Anatomy of a Booktok

A headshot of a young woman with fair skin, light eyes, and long, wavy brown hair with fringe bangs. She has a warm, natural smile, showing crinkles at the corners of her eyes, and wears coral-colored lipstick and a black turtleneck. The background is a blurred office or building interior with soft, ambient lighting.

Chantal Vachon is a 23 year-old Professional Communication student in her final year of study. Her work is often focused on digital culture, media, literature, and publishing. Having completed a copy writing internship at Canadian House & Home, she is interested in exploring opportunities related to writing and research, but is open to so much more. Chantal is a life-long reader, and is deeply interested in literature and how reading has been defined and re-defined in the modern era. After her final year of study, she is considering a masters in Professional Communication, but is open to all opportunity.

Anatomy of a Booktok is an examination of the multi modal elements present in the TikTok literature community known as Booktok. The internet has changed the way readers think and interact with books, and Booktok is no exception, sending various series up the New York Times bestseller charts with very little outside promotion. But what makes a booktok successful? How does one make a viral booktok? What reoccurring themes are present? Using mixed methods research and content analysis, 50 TikToks were analyzed to understand and answer these questions and more.

Lightning Talk

Browse More Media Research

More Projects

A close-up portrait of a light-skinned person with dark brown curly hair and bangs, brown eyes, and a light mustache. They have a silver horseshoe septum piercing and multiple silver hoop earrings in each ear. A gentle smile is on their face, and they are wearing a charcoal-striped button-up shirt against a blurred, mottled background.

Patrick Elo

Beyond the Experience: Designing Audience Experience in Cultural Organizations
A well-lit headshot of a young woman with light skin and brown eyes, smiling widely with white teeth. She has long, dark brown wavy hair with bangs framing her face, a small stud nose piercing, and a small gold hoop earring on her right ear. She wears a black high-neck sleeveless top, and the background is a softly blurred modern indoor setting with hints of windows.

Sophia Chrysochou

The New Status Symbol? Your Workout Class. Inside the Experience Economy of Fitness.
A young woman with long, straight dark hair and a warm smile, showing teeth and dimples, looks directly at the camera. She wears a black zippered top, a gold chain necklace with a heart-shaped pendant, and gold hoop earrings with white teardrop charms. The background is a softly blurred indoor setting with hints of light and blue.

Alyssa Wong

Are our Devices Listening to us? - The Evolution of Digital Marketing Research & Prediction
Scroll to Top