Paper short abstract:

This paper explores the multiple entanglements between the publication of Swahili fiction in print and digital formats in Tanzania. It examines the use of social media by authors and publishers as a strategy to publish, promote and market fiction and to connect with readers and customers.

Paper long abstract:

This paper explores the multiple entanglements between the publication of Swahili fiction in print and digital formats in Tanzania. Specifically, it examines the publication and book promotion of the writers' association UWARIDI and APE Network, a relatively new but successful publishing house in Tanzania. Both use the internet to publish, market and sell books in print and electronic formats. UWARIDI operates an app for the sale of e-books, while APE recently launched its first digital library, where customers can access books for a fee for a set period of time. Still, printed books are at the heart of the business on both sides. APE supports a number of UWARIDI's activities, but the relationship between the two players serves mutual interest and benefit. Both sides use social media to connect with readership and customers. Tanzania's Swahili literature industry targets a Tanzanian readership and is hardly influenced by foreign donors. This paper shows how authors and publishers actively shape the country's reading culture and book market amid fluctuating political and economic circumstances. It draws on research of online websites and social media sites, as well as field research in Tanzania, including interviews with key informants conducted in recent years.