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The aim is to define and describe the communicative patterns and practices of online book reviewing under the changing conditions in a social media environment. The article analyzes a sample of the German-language reviewer sphere on Instagram in order to investigate a local formation of a global community. Based on a content analysis of posts ( N\u2009=\u2009514) from three thematic hashtags\u2014#rezension (\u201creview\u201d), #buch (\u201cbook\u201d), and #bookstagramgermany\u2014, I will discuss the types of reviewers and analyze their content by the categories of platform affordances, imagery, textual forms, and review approach. 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