#of a splash her book made because literary sff is a dying genre even with an ecological bent compared to the glut of romantasy

[no-where-new-hero]

omg I need your thoughts on the terminally o line author culture bc ngl it makes my eye TWITCH, there are authors I deliberately avoid even tho I've heard their stuff is good bc they're like that 🙈

HHHHH oh good lord, okay, from how I see it, there are two angles on this, both aggravating and sad: the official decree one and the spontaneous ecosystem one.

The officious one is that the nature of publishing nowadays demands an author have an online presence. You need Twitter/X. You need to let every potential reader know your book is coming out. You need engagement through reviews and pre-orders incentives (if you buy now you’ll get a special keychain!!) and word of mouth assurances from your peers that yes your book is as cool as you say it is. You need a newsletter with links (more buying! more voting on lists that are simply popularity contests!) and promises you’re still working on the next thing, don’t forget about me in the morass of everyone else doing the same thing. You need an Instagram and TikTok now to post pretty pictures and videos because one or two authors made it big off this kind of promotion and now everyone thinks it’s the ticket to the bestseller list (sadly, it seems to be working). You need an OnlyFans (a joke but I do recall a twt spat that was a joke/not joke about how rupi kaur will always be more beautiful than her critics and people who took issue with the conflation of beauty with talent). At the end of all this, you’re basically an influencer, a content creator creating content for the content you should be focusing on creating, the finished novel. And the novel itself seems to be disappearing behind the masks used to promote it (fanfic-style tropes, moodboards, playlists, memes) until I now no longer trust the book that I’ll pick up to have any resemblance to the enticements that brought me here. I’ve seen an author or two complain about the stress all this self-promotion generates, but it’s become such an entrenched part of the industry, I think people just accept it. And thus spend too much time online hoping that if they tweet just a little more, produce just one more reel, maybe that’ll be the difference between a sale and no sale.

The other side of this, distinct but obviously connected, is the ecosystem created by this panic of being perpetually visible coupled with the fact that so many of the new authors came of age during the rise of internet fandom culture. That opinionated community mindset that blurs the line between anonymity and friendship is the lens they bring to their own work. I mean, it makes sense I suppose—if you love yelling about characters and words, why wouldn’t you do that once you start to produce your own? This really came home to me hearing about that reviewbombgate “scandal” and how people involved were in reylo circles and that was used to provide receipts. You’re interacting with your readers and peers about your intimate work but they are also all strangers. They will not always give you the benefit of the doubt, and now—as opposed to the past when maybe the worst that could happen was a handful of bad reviews in newspapers—you will either be tagged in hate reviews, sub-tweeted, explicitly called out, demanded to atone for your sins. It’s no longer the morality of consumption but the morality of production. Of course, the easy answer is just log-off, touch some grass. But that can work only when you and everyone else are separated by anonymous accounts or when you have no platform to maintain. As an author trying to make your livelihood from this, suddenly it’s do or die. We’re in a strange moment of authorship bringing the Internet’s echo-chamber and claustrophobic into the real world (this is a lie: publishing now is no longer the real world. But it looks like it) and thus you can kind of no longer escape things.

Will the average reader who isn’t aware of all these machinations care about reviewbombgate? Would a reader browsing at Target think about the controversies around Lightlark? Very likely not. But the impression I’m getting more and more is that the average reader isn’t the one buying all the books. Or shall we say—a bestseller’s status relies on bookstore stock. Bookstore stock is only huge when they know a book will be a good investment. They’ll only know a book is a good investment if it and its author has street cred based on booktokkers, bookstagram, bloggers and reviewers (have you noticed how many books out these last maybe 1-3 years have these kinds of accounts thanked in the acknowledgments? Yeah), and THESE are also chronically online people who will Know. And decide the cast of fate.

Honestly, @batrachised, I see why you avoid these kinds of writers, though I wonder how long it’ll be before the disease becomes epidemic.