Booktube Phenomenon, between Fandom and Literary Criticism

The booktube phenomenon is configured as a clear example of participatory culture, where users take control of media offering their own ideas, in this case referred to literature. This article discusses the character of audiovisual productions created by booktubers. Additionally, it tries to resolve if these cases are a fandom phenomenon that also can be considered as literary criticism. After reviewing some ideas towards the criticism, these videos are found to be in the category established by Edward W. Said composed by reviews and literary journalism, although taking into account their amateur nature. Also, it is remarked that the booktubers selection of literary forms do not take part in the central canon of the cultural system. This situation provides the selection of the titles with a great originality. Because of the importance of Booktube among the young audience of readers, new research is recommended in this area for reading promotion, especially at the university level.