Reading Bestsellers: Recommendation Culture and the Multimodal Reader

Readers are essential agents in the production of bestsellers, but bestsellers are not essential to readers' leisure pursuits. The contemporary multimodal reader, or the MMR3, illustrates the pervasiveness of recommendation culture, reliance on trusted others, and an ethic of responsiveness.

Format: Paperback / softback
Length: 75 pages
Publication date: 27 April 2023
Publisher: Cambridge University Press

Readers are crucial players in the creation of best-selling books, but best-selling books are not necessarily crucial to readers' leisure activities. The focus of this Element is on readers' perspectives and uses of bestselling fiction in English. By examining readers' relationships with best-sellers, we gain insight into their book selection practices and their navigation within the culture of book recommendations.

Based on three years of original research conducted from 2019 to 2021, the authors have identified three core actions that contemporary multimodal readers, known as MMR3s, take in a transmedia era where on- and offline media practices coexist. These actions include choosing, connecting, and responding.

The authors conducted a quantitative survey with readers, interviews with social media influencers, and qualitative work with international Gen Z readers in a private Instagram chat space to gather data for this research. Through these diverse methods, the authors sought to understand the experiences and behaviors of contemporary readers in a rapidly changing media landscape.

One of the key findings of the research is the prevalence of recommendation culture in the lives of MMR3s. The authors argue that MMR3s are highly influenced by recommendations from trusted sources, such as friends, family, and online influencers. They rely on these recommendations to discover new books and genres, and to shape their reading habits.

Another important aspect of the research is the reliance on trusted others in the process of book selection. MMR3s value the opinions and recommendations of others, and are more likely to trust the recommendations of people they know and respect. This reliance on trusted others extends to the online realm, where MMR3s often follow book bloggers, reviewers, and social media influencers to gain insights into new books and authors.

The third core action identified by the authors is responsiveness. MMR3s are characterized by their ability to engage with and respond to media content in a variety of ways. They are active consumers of books, movies, TV shows, and other forms of media, and are often eager to share their opinions and thoughts with others. This responsiveness extends to the online realm, where MMR3s participate in online discussions, forums, and social media communities to connect with other readers and creators.

In conclusion, readers are essential agents in the production of best-selling books, and their relationships with best-sellers provide valuable insights into their practices and behaviors. The contemporary multimodal reader, or MMR3, illustrates the pervasiveness of recommendation culture, reliance on trusted others, and an ethic of responsiveness. By understanding the experiences and behaviors of MMR3s, we can better understand the evolving landscape of book consumption and the role that readers play in shaping it.

ISBN-13: 9781108812931