| Sumario: | Understandings and definitions of reading, writing, and the book continue to evolve as the general concept of literacy in a convergence culture is undergoing a paradigm shift. The subsequent revolution in reading requires an examination by authors of what it is to 'write' in this ever-changing reading environment. This article is an auto-ethnomethodological account (a reflexive analysis that examines individual methodologies) of the design, writing, and creation process used to develop a new form of book-as-object: an mBook. mBook is used as a generic term to describe a long-form fiction novel that incorporates multimodal elements. The mBook integrates media technologies, including audio, video, animation, and special effects, into its textual paper format with the use of Augmented Reality. Using auto-ethnomethodology to record and analyse the process for creating this new and innovative object of reading, as a means of creative research output, provides authors, publishers, and teachers with insight into the complex and sometimes challenging process of writing innovation in a multimodal literacy context.
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