Virtual, Viral, Virtuous: Gen Z Reads Europe

ongoing

The VVVGZRE project is a pan-European literary initiative that connects contemporary literature with pressing societal issues relevant to Generation Z. It aims to re-center European literature, often overshadowed by American bestsellers, by harnessing innovative tools like Virtual Reality, TikTok, podcasts, Snapchat, Instagram, and Discord, along with striking project and cover designs. The initiative uses the informative nature of selected books to educate and inspire young people on topics such as mental health, environmental issues, civic duties, empathy, and gender equality. Over the course of the project, 15 books and graphic novels written in 10 European languages will be translated and published, ensuring that new adult readers have access to a diverse range of voices from across the continent. A key element of the project is integrating literature into real-life settings to bridge the gap between the written word and real-world experiences. For instance, a novel addressing bullying will be introduced during self-defense classes at a Serbian karate club, sparking dialogue on empowerment and resilience, while a title on mental health will be showcased at university events with expert speakers and support services. The project’s name reflects its three-pronged approach: virtual reality, which includes immersive 3D experiences like a video recreation of the lost Ancient Greek section of the Library of Alexandria linked to a retelling of Homer’s Iliad; viral reality, leveraging social media and podcasts to tackle taboo topics; and virtuous reality, which emphasizes EU values by situating books in a broader societal context and spotlighting relevant professionals. Additionally, the project will reach regional readers by producing a podcast that provides a behind-the-scenes look at the publishing industry across Serbia, Montenegro, Croatia, and Bosnia and Herzegovina.