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 'No Image Available' placeholder image with a bold, black serif capital 'S' centrally located. The background is an off-white, overlaid with three blurred abstract shapes: a light blue rectangle in the top center, a yellow circle in the bottom left, and a burgundy triangle in the bottom right. The text 'No Image Available' is displayed in black sans-serif font at the bottom of the image, all enclosed within a thin black border.

Shaza Sakr

How exposure to idealized lifestyle and appearance content on social media influences stress and negative self-perception among adolescents?
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
A close-up portrait of a young woman with medium skin tone, long, straight dark brown hair parted down the middle, and brown eyes. She has a gentle smile with light pink lips and is wearing a light lavender collared shirt. The background is softly blurred indoors.

Iyla Qaiser

Out of Sync: Women’s Productivity Discourse and the Marginalization of Women’s Cyclical Hormonal Biology
Scroll to Top