Renowned cartoonist Tom Gauld has once again skewered contemporary culture with a sharp and witty new illustration for The Guardian. His latest single-panel cartoon, published on Saturday 11 January 2026, takes aim at the modern phenomenon of 'performative reading' – the act of showcasing one's literary pursuits more for social media validation than for personal enjoyment.
The Art of the Social Media Book Stack
Gauld's cartoon, a staple of The Guardian's Review section, masterfully encapsulates a specific 21st-century ritual. It visually narrates the carefully curated process of selecting a book not for its content, but for its aesthetic appeal and perceived intellectual weight. The humour lies in the unspoken gap between the public performance of being a reader and the private reality of actually engaging with the text.
The artwork highlights the meticulous staging involved: the consideration of lighting, the arrangement of the book cover, and the inclusion of complementary props like a steaming coffee cup or stylish glasses. This performance, Gauld suggests, has become an end in itself, often eclipsing the solitary, immersive act of reading that it is meant to represent.
A Mirror to Modern Book Culture
While playful, Gauld's observation taps into a genuine shift in how literature is consumed and displayed in the digital age. The cartoon speaks to the pressure to publicly perform one's identity as a reader, a trend amplified by platforms like Instagram and TikTok where dedicated book communities thrive. The focus can sometimes drift from the narrative within the pages to the narrative constructed around them online.
Gauld, celebrated for his weekly contributions to The Guardian and his literary-themed comics, uses his signature minimalist style and dry British humour to prompt self-reflection. The cartoon asks viewers to consider their own motivations: are we reading for the story, or for the story we can tell about ourselves reading it?
More Than Just a Laugh
The cartoon's publication in early 2026 serves as a timely cultural commentary. It underscores the ongoing tension between authentic experience and its curated digital representation. Gauld does not necessarily condemn the sharing of literary passion online but rather winks at the theatricality that can accompany it.
Ultimately, Tom Gauld's work acts as a gentle, humorous checkpoint. It reminds us that while sharing books can build community and inspire others, the core magic of reading remains a private, unperformative conversation between the reader and the author. His cartoon is a celebration of that quiet joy, even as it laughs at the noise we sometimes make about it.
