A BookTok és a „dark academia”
BookTok and ‘Dark Academia’

Summary/Abstract: Visual aestheticization of literature on TikTok has been trending during the last couple of years. The videos encountered by users are color-coded and equipped with light filters, and book covers included into these videos have similar designs. This gives rise to increasingly popular aesthetic trends on the platform, such as "dark academia aesthetic" or "cottage core aesthetic." While these trends did not necessarily originate in the field of literature, each of them is centered around a work of fiction that incorporates the defining elements of the trend. In the case of ‘dark academia’, The Secret History by Donna Tartt serves as the central piece for the trend. Both BookTok and the dark academia trend gained noticeable popularity during the first wave of the 2020 COVID pandemic. This popularity is understandable as the isolation and suddenly imposed change in lifestyles left people craving for some meaningful reading experiences. The article describes and contextualizes the main elements of the trend.

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