Fandom & Social Media

: SFF Authors & The Publishing Industry [Science Fiction & Fantasy]

Abstract

The phenomenon of online book communities forming on social media was significantly accelerated by the Covid-19 Pandemic. The popularity of book-related content on social platforms over the last five years, and the phenomenon of online word of mouth bringing back into demand mid- or backlist titles, likewise created new avenues for promotion which traditional publishing sought to make use of, especially when they saw how effective these had been for self-published authors. Moreover, the ongoing competition between traditional and self-publishing promoted further development in the industry as a whole. This thesis applies a critical theory termed Reader Impact Theory to showcase how by bringing together Reception and Reader Response theories with studies on our modern recommendation and reviewing culture, as well as the attention economy fostered by the Internet, one can track the development and evolution of modern [Science Fiction & Fantasy] SFF fiction in the anglophone publishing industry. This study considers the social media platforms most commonly used by online book communities and explores the parasocial dynamics they promote. Additionally, by way of four case study authors, this thesis investigates the factors that led to the creation and development of new subgenres within SFF, namely Romantasy and cosy fantasy, as well as the impact that an online following can have on an author’s career. Ultimately, this thesis analyses how authors can both move and be moved by online systems and networks that work symbiotically with the publishing industry to promote positive change.

Date of Award	21 Jun 2024
Original language	English
Awarding Institution	University of the Highlands and Islands
Supervisor	Lesley Mickel (Supervisor), Ian Blyth (Supervisor) & Kyle Smith (Supervisor)