Resumo

SANCHEZ-FORTUN, José Manuel de Amo; BALDRICH-RODRIGUEZ, Kevin  e  DOMINGUEZ-OLLER, Juana Celia. Virtual Strategies of Reading Promotion in Non-fiction Books: A Nethnographic Study. Rev. colomb. educ. [online]. 2023, n.89, pp.252-274.  Epub 08-Mar-2024. ISSN 0120-3916.  https://doi.org/10.17227/rce.num89-17433.

This research article focuses its interest on the processes of promoting the reading of non-fiction books developed in non-formal virtual scenarios. Inquiring into interaction, prescription, and mediation associated with non-fiction book albums on social networks, platforms, and websites allows us to understand and plan strategic lines that favour improvement of reading rates and promote content related to the dissemination of reading and its creators. Therefore, this study situates under netnography umbrella -an ethnographic research strategy focused on the digital sphere and the data shared in virtual communities. Thus, reading mediators (mainly booktubers and booktokers) and epitextual publishing products have been selected to explore the phenomenon of non-fiction book incentivization in digital society. The collected data has been analysed using Atlas.ti software. The results obtained show the relevance of promotional strategies of intermediation, as well as the need to broaden the curricular canon to include multimodal non-fiction products that complement the aesthetic, reading and literary education of young people in different communicative contexts and, on the other hand to claim a preferential place in the vast cultural polysystem and the curricular canon of the different educational stages. This work is part of the R+D+i Iarco Project (ref PGC2018-101457-B-I00), funded by the Ministry of Science, Innovation and Universities of the Spanish Government.

Palavras-chave : virtual scenarios; reading promotion; non-fiction; picture books; reading mediation.

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