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

Tori Martin

The Power of Peer Support: Supporting Transitional Aged Youth with a Peer-to-Peer Led Approach

Nabiha Khan

Representation of Pakistani Culture in Canadian Media

Emily Cox

How the Return-to-Office Push Is Reshaping Office Marketing in Downtown Toronto.
Scroll to Top