Estrategias comunicativas de los booktokers en el contexto digital de la generación Z en España

Lucía Moreno Tenorio; Belén Puebla-Martínez; Fernando Sánchez-Pita

doi:10.4185/rlcs-2026-2682

Authors

Lucía Moreno Tenorio MediaTalent https://orcid.org/0009-0000-8364-831X
Belén Puebla-Martínez Universidad Rey Juan Carlos https://orcid.org/0000-0002-1481-4238
Fernando Sánchez-Pita Universidad Internacional de La Rioja https://orcid.org/0000-0003-3857-5224

DOI:

https://doi.org/10.4185/rlcs-2026-2682

Keywords:

reading, TikTok, Generation Z, Publishing industry, Reading promotion, BookTok, Influencer

Abstract

Introduction: The presence of social media has reshaped young people’s cultural practices, positioning TikTok as a relevant space for the recommendation of cultural content among young audiences, especially within the digital environment associated with Generation Z. In this context, BookTok has emerged as a digital community oriented toward the promotion of reading. This study analyzes the communicative strategies deployed by booktokers to foster reading habits among young people in Spain and their relationship with the perception of literary content. Methodology: The research adopts a descriptive quantitative approach. It combines a content analysis of 662 BookTok videos published in 2024 by booktokers with a survey of 269 users aged 18 to 30. The analysis focuses on formal, narrative, and interactional aspects, as well as on reading habits and audience evaluations. Results: The findings indicate a predominance of short videos, simple aesthetics, and a low degree of commercial explicitness, centered on personal experiences. TikTok has become a relevant channel for book discovery, although visibility does not always translate into actual reading. Discussion: BookTok functions as a space of cultural mediation that articulates recommendation, community belonging, and the circulation of literary trends. Conclusions: TikTok contributes to redefining the mechanisms of reading prescription and reinforces reading as a shared cultural practice in digital environments.

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Author Biographies

Lucía Moreno Tenorio, MediaTalent

She holds a Bachelor’s Degree in Advertising and Public Relations from Rey Juan Carlos University in Madrid and is currently pursuing a Master’s Degree in Digital Marketing at the Universitat Oberta de Catalunya. She works as a Media Assistant at the agency MediaTalent, where her responsibilities include strategic planning, media buying, campaign activation, and performance monitoring across digital platforms such as Google, DV360, Twitter, and Meta. She also evaluates web traffic using Semrush and analyzes data provided by InfoAdex, EGM, AIMC Marcas, and GfK. Her research interests include communication, digital marketing, strategic planning, data analysis, and media consumption.

Belén Puebla-Martínez, Universidad Rey Juan Carlos

She is a Full Professor at Rey Juan Carlos University. She holds a PhD in Communication Sciences from URJC, a Master’s Degree in Communication and Sociocultural Issues, and Bachelor’s Degrees in both Journalism and Audiovisual Communication from the same university. She is the Principal Investigator of the High-Performance Research Group on Innovation, Education and Communication (INECO), as well as the Principal Investigator of the consolidated Teaching Innovation Group NODOS. She is also Director of the scientific journal index.comunicación (Scopus, Q1 in Visual Arts and Performing Arts and Q2 in Communication, Emerging Sources Citation Index, and holder of the FECYT quality seal). Her areas of expertise include analytical research methods in social communication, media literacy analysis, and the fight against disinformation, among other research lines.

Fernando Sánchez-Pita, Universidad Internacional de La Rioja

He is a lecturer and researcher at the International University of La Rioja (UNIR), where he is involved in tasks related to the evaluation of scientific output at the Vice-Rectorate for Research. He holds a PhD in Social Sciences from the University of Salamanca and is a member of the PROCOMM research group. He is also part of the editorial team of the scientific journal index.comunicación as Associate Editor. His research interests focus on scholarly publishing media, science communication, and communication carried out by cultural institutions.

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