In TikTok Shop, A Book Launch Like No Other. (cover story)

The article reports on the book "The Shadow Work Journal" by Keila Shaheen which became a bestseller through an online shop on the social media platform TikTok. It discusses how TikTok has changed book marketing and sales such as in the case of Shahee, who signed a book deal with publisher Simon & Schuster and a contract with United Talent Agency. It raises concerns of experts in Jungian psychology about the oversimplification of psychiatrist Carl Jung's shadow work theory.