ABSTRACT
This chapter argues that with the rise of self-publishing and the citizen author, the publishing industry itself has had to rely more heavily on what Martin and Tian (2010) call the ‘intangibles.’ These intangibles consist of the knowledge-based aspects of the publishing industry that allow the publisher to leverage their understanding of the process, connections, and curatorial experience to locate and produce a product that will bring financial returns. It shows how, using current social media platforms, writers and publishers can utilise social media as a place to generate and share content that creates tension between those using social technologies and the industry. Examining the different types of personalised, computer-generated fictions highlights the places of cohesion and rupture within the wider discourse where they challenge the taxonomies of the book. The social platforms explored are discussed in relation to the forms of creativity and writing they foster, and I do not exclude cross-platform writing and engagement but highlight the sociality of the platforms as a means of making reading and writing a more social endeavour within an online community.
