Under the rule of big tech

Platformization, Digital Colonialism and the literary experience on Bookstagram

Abstract

This article investigates how digital colonialism shapes the experiences of literary content creators on Bookstagram, focusing on the sociocultural and economic implications of visibility mediated by digital platforms. The study adopts a qualitative approach based on digital ethnography to analyze the communicational practices of literary content creator profiles from the city of Belém (Pará), comparing their experiences with those of global presence. The research aims to understand how algorithmic logics—typical of big tech companies—condition the production, circulation, and recognition of literary content on social media, reshaping the role of cultural mediators in peripheral contexts. The analysis shows that media visibility on platforms is unevenly distributed, favoring formats and narratives aligned with commercial interests and algorithmic performance. This creates tensions between authenticity, performative engagement, and monetization strategies. The theoretical framework reflects on the effects of platformization, datafication, and the attention economy on cultural practices. The findings indicate that, although literary content creators develop strategies of resistance and seek to value local repertoires, their practices remain shaped by algorithmic infrastructures that limit their creative autonomy and integration into the digital cultural market.