In a surprising twist, the publishing industry is booming and library visits are at an all-time high thanks to Gen Z, who are bringing back reading. A decade ago, there was little hope for the publishing industry as e-books and Amazon took over to create an oversaturated digital market that threatened print books. As more people are reading online, or not reading at all, the future of the publishing industry was previously looking bleak. However, in an article for The Conversation, Portland State University's Kathi Inman Berens and Rachel Noorda said their research found that "Gen Zers and millennials prefer books in print over e-books and audiobooks" which has manifested in an "unlikely love affair with their local libraries”. This is good news considering the cuts that local libraries have faced. We need libraries now more than ever, they are places for more than just reading, they are places for events, classes and also places for simply existing without having to pay a fee. Gen Z clearly values this oasis from constant commercialism as library in-person visits are up by 71%.
This ‘reading renaissance’ has been championed by Gen Z who have repopularized reading through BookTok, known as the ‘wholesome side’ of the social media app TikTok. It is a space where creators share book recommendations, and review those they have read. For many, BookTok is a community of people who share a love for reading. It is a place to connect with authors, and share opinions on books. Many authors have also experienced success with advertising their books on BookTok.
Recently, 22 year old model Kaia Gerber launched her own book club called ‘Library Science’. This month, she appeared on the cover of British Vogue next to her mum Cindy Crawford. Gerber describes the book club as ““a platform for sharing books, featuring new writers, hosting conversations with artists we admire – and continuing to build a community of people who are as excited about literature as I am”. "Books have always been the great love of my life," Gerber said. "Reading is so sexy." Bringing reading into the digital space makes reading more accessible and inspires more people to read. Many people do not have access to libraries or a local book club, by creating a book club online builds a new community.
However, critics of BookTok and influencers who recommend books argue that reading has become commodified. The amount of followers that these influencers have means that they can transform a book into an instant bestseller, or an instant flop. Some argue that reading has now become another version of fast fashion: books are published at rapid speed and often play on trends that are popular on BookTok such as enemies to lovers, and other romance tropes which can start to feel a bit tired. However, Gen Z are branching out into genres beyond chic-lits and fantasy, including literary fiction, speculative fiction and horror. After the recent book bannings in states such as Florida, Gen Z are actively trying to diversify their reading. Florida governor, Rob De Santis has repeatedly grabbed headlines for his attacks on “woke” culture in schools and universities. His ‘Stop Woke Act’ has led to the banning of several books written by African American authors such as Toni Morrison. University courses such as ‘Critical Race theory’ have also been banned on the basis that they are allegedly part of ‘woke indoctrination’. However, Gen Z has started reading these ‘banned books’ as a form of resistance. Whilst BookTok may show the growth of popular tropes, this does not necessarily mean that Gen Z’s reading is homogenous.
Social media can be a place to publicise books, and the BookTok hashtag has changed the lives of many authors. Colleen Hoover landed six of her titles on the New York Times bestseller list, and her career as an author started because of BookTok. Movie studios everywhere are picking up on BookTok’s popular titles such as The Love Hypothesis, by Ali Hazelwood, and It Happened One Summer, by Tessa Bailey. However, there is a problem with the BookTok explosion: most authors who gain exposure on the platform are White. This is largely due to the app's covert algorithm that tends to unknowingly prioritise books and content by White authors and creators. The app incentivises users to keep something popular rather than create something new. This means the book community can sometimes feel like an echo chamber with viral books all over your feed, making it difficult to find new books by authors of colour.
Despite these criticisms, the reach that the BookTok platform has should not be misinterpreted. BookTok has immense power, and that power is placed in the hands of young people who are realising how reading can be a form of resistance. Whilst the lack of diversity on BookTok is troubling, by continuing to talk about books by authors of colour, we can use the algorithm to bring a diversity of themes and authors into the spotlight. The power that BookTok has over the world of publishing can certainly be used to place an eclectic and diverse range of stories onto our shelves. So if BookTok means that more people get into reading and if it can change the world of publishing for good, then we should be all for it.
Writer's note: To read more about the statistics and quotes referenced in this article, please see the following links:
https://theweek.com/culture-life/books/gen-z-reading-book-club-booktok
https://www.theguardian.com/books/2024/feb/09/reading-is-so-sexy-gen-z-turns-to-physical-books-and-libraries
