Paper short abstract:

Crime writing is marketed as a lifestyle through social media channels. The working conditions, as well as the content of what is sold and marketed have gone through many changes recently, and some of them are connected to an increasing focus on digital communication.

Paper long abstract:

The Swedish crime genre is experiencing an intense period of change at the moment. Crime writers appear to be at the forefront when it comes to the issue of how to reach international audiences, how to promote books and author's brands through events, and how to create a successful life as a writer. The working conditions, as well as the content of what is sold and marketed to the readers have gone through many changes recently, and some of them are connected to an increasing focus on digital communication. This presentation will investigate how crime writing is marketed as a lifestyle through social media channels such as Facebook, Twitter and Instagram. It will be based on a pilot study of the social media channels of a selected group of contemporary Swedish crime writers.

Many of the writers seem to find it necessary to do a great deal of networking via social media. These interactions can be perceived as both stressful and a welcome relief providing a break from the lonely life of writing. Many of the writers, although not all, use their accounts in order to promote a certain lifestyle that is linked to their careers as crime writers. The social marketing channels - often designed to reflect the writer's individual personality - are thus used to enhance and nuance the images provided for instance in celebrity or lifestyle interviews.