TAG inéditos e seus protocolos transmídia: a transformação da leitura no ambiente multiplataforma e participativo

Abstract

The present thesis, titled "TAG Inéditos e seus Protocolos Transmídia: a transformação da leitura no ambiente multiplataforma e participativo" aims to investigate the reading practices of subscribers to the TAG Livros subscription club, specifically the TAG Inéditos modality, in order to understand how contemporary socio-technical conditions influence reading habits. The study is based on the hypothesis that the transmedia experiences provided by the club alter traditional reading protocols and practices, making them more collective and transmediaoriented. Thus, we seek to contextualize the emergence and evolution of books and book subscription clubs in Brazil and worldwide, as well as to discuss how the rise of "social reading" (Cordón-García et al., 2013; Pianzola, 2021) within the context of hypermediations (Scolari, 2008) is transforming reading practices. This transformation contributes to the development of a more dynamic and interactive reader, referred to as the "translector" (Scolari, 2016). We also examine the impact of digital technologies on the publishing market and the new forms of reading sociability fostered by subscription clubs, presenting a proprietary survey of book subscription clubs in Brazil conducted in 2023 and 2024. From a methodological perspective, we developed the "Communications Circuit"" (Darnton, 2010) for TAG Inéditos, based on three methods: in-depth interviews with TAG Livros employees; a questionnaire applied to 356 subscribers; and a method developed by the author: "Analysis of Protocols and Transmedia Practices in Social Reading Environments. The results highlight that the reading experience of TAG Inéditos subscribers takes place within a complex ecosystem, involving multiple agents and economic, social, and technological influences. Despite the invitation to interactivity and experience-sharing, not all readers fully adhere to the club's proposal. The study concludes that reading should be understood as a communicational and social process, heavily influenced by new technologies and mediatized environments, while also recognizing that readers have the freedom to engage with reading as they wish. Thus, this research contributes to communication and reading studies by offering an in-depth reflection on the transformation of reading practices in the contemporary digital context.