Non-fiction Isn't Boring! : A netnographic Study of Non-fiction Reading Practices on TikTok

TikTok, and particularly the subcommunity known as BookTok, has emerged as a significant force in the international literary landscape since 2020. Despite its growing influence, both BookTok and its non-fiction segment remains an underexplored area in research. The aim of this thesis is to broaden our understanding of non-fiction reading in digital environments by examining how non-fiction is discussed and understood under the hashtag #nonfiction on TikTok. This study explores how non-fiction may function as a digital reading community and what reading practices are articulated within it. Anchored in a social constructivist framework, the study applies a qualitative research design combining netnography with reflexive thematic analysis. The empirical material consists of videos and user comments collected through fieldwork. The analysis is further informed by Unruh's (1980) approach to social worlds and Felski's (2008) approach to reading motivation. The findings demonstrate that non-fiction reading on TikTok is shaped by a range of motivations including knowledge acquisition, emotional resonance, shock value and enchantment. Non-fiction is often framed as transformative, affectively engaging, and entertaining, challenging conventional notions of the genre as merely informational or utilitarian. At the same timethere is still a strong narrative within BookTok that frames non-fiction as un-engaging and difficult to read. This thesis contributes to a growing body of research on adult voluntary reading, non-fiction readers and provides valuable insight for library-based reading initiatives. This is a two-year master's thesis in Library and Information Science.