ABSTRACT
This chapter develops a framework to add to the existing understandings of the book, the publishing industry, and social media by utilising theoretical methodology that is informed by works in both critical philosophy and media studies. The framework is built around Michele Foucault’s Archaeology of Knowledge and the influences of his later genealogy and Marshall McLuhan’s Media is the Massage and Understanding Media. It is through these theories and concepts that the discourse of a book can be explored further in its constituent parts and approach questions around what a book is, who is writing them and where, and what are the creative potentials available both now and in the future. The framework introduced in this chapter also gives structure to my arguments around the role of gender and genre within the digitally social community and the power relationships that are created in digitally social settings.
