The aim of this dissertation is to discover the extent to which Instagram has had an influence on the cover design and marketing of literary fiction. Drawing on existing publishing theory and discourse, this research will explore the significance of book covers and the role of marketing within the publishing industry, before considering the ways in which Instagram has affected these two processes in recent years. This dissertation will engage with previous works exploring the role of the influencer in publishing to highlight the bookstagrammers role as a key influencer in twenty-first century society. It will also uncover the ways in which designers have responded to social media and the needs of the millennial consumer. Through personal interviews with both bookstagrammers and publishing professionals this dissertation will analyse the advantages of Instagram in relation to book design and promotion. It will also unearth where publishers may be able to improve their engagement with the platform and its users. Furthermore, through an in-depth analysis of cover design trends, this dissertation aims to highlight how there has been a revival of emphasis on cover aesthetics. Notwithstanding the significance of the e-book to the publishing market, this dissertation envisages the refocusing of money and attention on the production value of books as a direct reaction to the highly digitised world in which we live. From the interviews with publishing professionals it was made apparent that opinions varied as to the extent of the impact of Instagram, if any at all, on the publishing industry. Nevertheless, this dissertation argues that publishers can greatly benefit from the capacity of the channel for marketing titles and showcasing book design. As a platform that sees an increasing amount of users year on year, this dissertation contends that Instagram should be utilised as a dominant force in publishing. Through perfecting the art of the “shelfie” publishers will continue to see a renewed growth in print book sales and can continue to broaden their market reach.
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Hopcroft, Alexandra
Rights Holders: Hopcroft, Alexandra Supervisors: Franklin, Sarah
Oxford International Centre for Publishing
MA Publishing Media
2019
© Hopcroft, Alexandra Published by Oxford Brookes UniversityAll rights reserved