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She succeeds in what the features section only dreams of: Valentina Vapaux makes books popular again among young people – through tough honesty.
“Vapaux” is her stage name. It is based on “Vapaus”, the Finnish word for freedom. “Freedom is important to me,” says Valentina Vapaux. This is evident, for example, in the fact that she prefers to try things out rather than commit to them.
She used to do travel reports and make-up tutorials, but today she mainly produces literary content. In her short videos, she talks about everything that concerns her: from mental health to bisexuality to fashion.
“I became an influencer to finance my writing,” she says. For her, literature and writing are one and the same: “I have always written and always read.”
Dare to be more “real.”
On BookTok, Valentina Vapaux represents a new kind of literary criticism. One that interests young people. Thanks to the statistics, she can name exactly who: “Young women between the ages of 18 and 25.” Why? On the one hand, because, in contrast to the classic feature section, it discusses the books that young women actually read. On the other hand, it’s about “how”.
On BookTok it’s the big feelings that count. Sometimes people cry in front of the camera or throw a book at the wall. “We don’t pretend to be objective,” says Vapaux. This is BookTok’s strength: “At least it’s honest.”
A new language for literature
Valentina Vapaux wears blue and pink eyeshadow in one of her videos. Tone-on-tone with the cover of Dana Vowinckel’s book “Waters in a Ziplock,” which she is holding in her hand. A book that “extremely touched” her when she read it.
Vapaux and her ilk are creating not just a new reading audience, but a new, fast-paced language for talking about literature. Fast is to be understood literally: the short videos are often published at increased playback speed.
Books are translated into other senses, such as playlists that reflect the atmosphere of a book. Dialogues from books are re-enacted or fictional encounters between dead writers are invented. In the “SRF Literature Club”, Vapaux talks about the ongoing Kafka hype, which also shows itself in the form of memes.
Too undercomplex?
“There are two reasons why I follow people on BookTok,” explains Vapaux. Either because she shares their reading taste or because she finds them exciting. The young women follow her for the same reasons.
About half of the comments on her videos refer to the books discussed, the others to Vapaux’s appearance, her “angelic look”, her “vibe”, her “style”. Does this confirm what literary critics of an older generation complain about? Namely, that BookTok is undercomplex and superficial?
Young women are supporting the culture industry
Vapaux objects: “I don’t understand why BookTok is always pitted against the features section.” It is clear to every person on TikTok that these are two different things. “I see our content as complementary to classic reviews,” she emphasizes.
BookTokers define the concept of literature more openly. Everyone can have a say. What the features section can learn from BookTok is not to ignore the interests of young women. “BookTok is a female space,” emphasizes Vapaux. And young women and queer people support almost the entire culture industry.
So it’s high time to take them seriously.