Литературните инфлуенсъри в България: между читателските общности и платформените алгоритми
Literary Influencers in Bulgaria: Between Reader Communities and Platform Algorithms

Summary/Abstract: This article examines the role of literary influencers in Bulgaria between 2021 and 2025, exploring their importance in the transformation of reading practices within nowaday platform culture. The main thesis is that social media are establishing themselves as significant and increasingly influential spaces of literary public discourse. In this context, literary influencers function as hybrid cultural intermediaries between authors and readers, the publishing market and reader communities, and global genre canons and local cultural hierarchies. Rather than replacing traditional literary criticism, influencers establish parallel channels of legitimation and reception that reach new audiences. Moreover, they reform the understanding of reading as an affective, visual and shared experience shaped by platform culture.

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