Digitization of reading in the context of the culture industry: A comparative study on booktubers

In this study, the tendency to participate in Booktube channels has been analyzed from culture industry theory. The universe of the study consists of Booktubers and Booktube followers. The study sample consists of Kitap Dünyam, Mine's Book Suggestions, and Ayşe Ümit Karabacak Booktube channels. Questionnaire and semi-structured interviews were used as data collection techniques. The data were analyzed with the content analysis method. Findings from the analysis; The motivation to participate in the Booktube channel, the benefits of participating in the Booktube channel, defining the features of a qualified Booktube video, and following the Booktube contents were compared. Furthermore, it is seen that the motivations of Booktubers and Booktube followers to be on Booktube differ. Accordingly, it has been determined that there are some similarities and differences in the video content that both groups follow, the gains they get from the Booktube channel, and the definitions of qualified Booktube videos. There is a significant relationship between the tendency of Booktuber followers to participate in online reading clubs and reading activities. The study is the relationship between Booktube and other social networks. As a result of this relationship, it is determined how the book is transformed into a commodity. The transformation of the book into an object of consumption in social networks, its acceptance as an object of admiration, and its acceptance as a means of phenomena increase commodification. The steps to be taken for the book to get out of this consumption circulation and not be commodified have been discussed.