Social Reading: strategie, pratiche e performance dei booktoker nei gruppi di lettura di Telegram

The contribution is related to the relationship between the strategies implemented by the TikTok creators, aimed at the performance of the relationship, and the power of the platforms, through the netnographic survey on Telegram Book Clubs. The rites and narratives of the Book Clubs are necessary tools for maintaining and strengthening community ties, penalized in the booktok, which prefers the perfor- mance of the content to the performance of the relationship. The Telegram Book Clubs are also places where the booktoker can experiment with neoliberal forms of self-performance, highlighting a growing professionalisation of reading. The lan- guage and aesthetics of entertainment deriving from TikTok are, in fact, influencing social reading with consequences for promotion and production