A Journey Through Fantasy Book Tok

On each social media platform, content can be categorised in multiple ways. Fantasy Book Tok is an example of content categorised by a unique interest. This is recognised as a media niche – a specific interest area within a digital space (Connell 2023).  Fantasy Book Tok content only reaches a specific audience and is therefore created and crafted to meet the needs of this small collective.

To explore such a unique online space, I will be conducting ethnographic research and employing methods that have become increasingly vital in understanding the growing number of digital communities (Lundstrom & Lundstrom 2020). Media ethnography in particular, studies the background behind content found online and what means to the people and communities who consume it through participant observation (Connell 2023).  

(^{I really enjoyed how this video explains ethnographic research so I thought I would share it with you guys} )

To kickstart this research process I have firstly mapped my media niche, demonstrating its depth and complexity. Mapping is a key ethnographic skill and allows the researcher to identify links and interactions between various points of their data or topic (Crowe and Sheppard, 2011) .

I have broken down my understanding of the Fantasy BookTok niche into 6 categories. Content, fantasy type, personas, authors, creators and platforms. Together, these areas make BookTok what it is today. By analysing each one, I will hopefully be able to grasp what this niche means to it’s members.

I firstly decided to investigate some authors and creators as they are key stakeholders in the book Tok community. They have a significant amount of influence and play a large role in promoting books even though they may not be explicitly linked to the BookTok community. It was also important to get an understanding of the content circulating fantasy BookTok as it is quite broad. This then links into the personas that create this content and what platforms they post on. Additionally, there are the multiple sub-genres of fantasy books is reflected in the BookTok community and relates to the types of content posted.

How will I analyse this Niche?

Exploring – As demonstrated already through the construction of a map of Book Tok, I will be using the skill of exploring throughout my ethnographic research process. This involves investigating a topic past the surface level, instead diving deeply into the links, problems and questions that lie in the background.

Comparing – The skill of comparing involves identifying how your data relates and links to research previously conducting (Moore 2023). This process involves analysing secondary sources to deepen your understanding of your topic. Additionally, highlighting the contrast between two topics may also prove useful to the research being conducting and is a key aspect of comparing.

Narrowing – Narrowing is the process of honing your focus to a more precise and particular area of your research (Connell 2023). This can be done through mapping the field or research topic and selecting an area to investigate more thoroughly. The process of analysing each component of the research topic, or in this case the niche, highlights the links and allows the researcher to consider the context behind the focus area.

Reference List:

Connell, J 2023, ‘Ethnographic Methods and Skills’ Google Slides, BCM241, University of Wollongong, viewed 2 August 2023.

Lundstrom, M and Lundstrom, TP 2020, ‘Podcast Ethnography’, International Journal of Social Research Methodology, vol. 24, no. 3, p. 2.

Crowe, M and Sheppard, L, 2011, Mind mapping research methods. Quality & Quantity, 46(5), pp.1493–1504. doi:https://doi.org/10.1007/s11135-011-9463-8.

Moore, C 2023, Lecture – Part One: Developing Ethnographic Research Skills, online video, University of Wollongong, viewed 2 August 2023, <https://youtu.be/28QmGs1ItF0&gt;.