Master of Science (MS), Ohio University, 2022, Journalism (Communication)
This thesis explores the online communities on YouTube and TikTok dedicated to books, known as BookTube and BookTok, which have given literature a sustained relevance in the age of the Internet and caused skyrocketing success for many books and authors. The first research question of this study seeks to investigate the motivations behind the young adult community who read books for pleasure, and the second posits whether motivations for reading among this audience are hedonistic or eudaimonic in nature. Finally, the third research question explores how YouTube and TikTok have shaped the cultural discourse on reading books in the Digital Age. The theoretical basis for this study is grounded in uses and gratifications theory, mood management theory, and eudaimonic effects.
I collected a total of 611 videos and comments from YouTube and TikTok and conducted a textual analysis and critical discourse analysis, grouping videos and comments into themes to understand the content of both platforms. Results showed that there were several primary motivations for young adult readers, including achievement, escapism, and social interaction. There was a consistent measure of hedonistic motivations for reading, such as the desire for aesthetic beauty and comforting stories, as well as eudaimonic motivations, including catharsis and connection with others. Additionally, YouTube was shown to have higher numbers of subscribers to individual YouTube channels, while TikTok had higher general audience numbers for its videos. These results supported the premise of uses and gratifications theory, while showing evidence of both hedonistic and eudaimonic motivations. Furthermore, while there was overlap in communication styles and content themes for YouTube and TikTok, each community had unique features that allowed users to discuss and interact with stories in different ways.
Committee: Victoria LaPoe (Committee Chair); Rosanna Planer (Committee Member); Kelly Ferguson (Committee Member)
Subjects: Communication; Journalism; Mass Communications