The paradox of print

: salted books and the revival of physical independent bookshops in a digital age

Abstract

This dissertation explores the symbiotic relationship between digital platforms and independent bookshops, focusing on Salted Books, a newly established English-language bookshop in Lisbon, Portugal. Through an in-depth analysis of Salted Books’ Instagram strategy and its impact on the physical bookshop experience, this research investigates how independent bookshops can leverage social media to enhance their physical presence and foster community engagement in the digital age. Employing a mixed-methods approach, including interviews, participant observation, customer surveys, and social media analysis, the study applies theoretical frameworks such as Third Place theory, Convergence Culture, and Social Media Affordances. The research reveals that Salted Books has effectively created a seamless integration between its physical space and digital presence, using Instagram to extend the bookshop experience beyond its physical boundaries. This strategy has not only driven foot traffic but also fostered a vibrant online community of book lovers. The findings contribute to ongoing dialogues about the role of physical spaces in the digital world and provide insights for independent bookshops and cultural institutions facing similar challenges.

Date of Award	26 Feb 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Joana Moura (Supervisor)