How I became a BookTuber: digital (auto)ethnography, literary prosumption, and sociality on YouTube

| This article is a methodological reflection on a digital ethnography among Spanish-language BookTubers conducted between 2017 and 2020. It presents a review of the main ways of understanding the ethnographic paradigm in the digital context, specifically on YouTube, and raises methodological reflections around five topics: 1) the field as a construct of open participation, 2) the role of affect in digital ethnography, 3) the construction of social ties from affif iota nity, 4) the datification of practices and social relations, and 5) the implications of the public exposure of the researcher. The aim is to contribute to the understanding of the forms of literary prosumption on YouTube, to the practices of digital ethnography and auto-ethnography on digital platforms, and to the methodological debates on the study of content creators on digital platforms.