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Helleke van den Braber, Jeroen Dera, Jos Joosten, Maarten Steenmeijer - Branding Books Across the Ages, Inbunden

Inbunden, Engelska, 2021

Branding Books Across the Ages

Strategies and Key Concepts in Literary Branding

Av Helleke van den Braber, Jeroen Dera, Jos Joosten, Maarten Steenmeijer

Del i serien Amsterdam University Press

2740 kr

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Beskrivning
For many, literature and marketing are considered opposite phenomena. This book discusses cases in which the two are closely connected. It argues that literature is subject to the same mechanisms as other commercial products: our experience of literary texts is prefigured by brands, trademarks that identify a product and differentiate it from its competitors. From the early modern period onwards, literary authors and their texts are constantly ‘branded’ and have been both the object and the trailblazer of a complex marketing process. The authors of this volume analyze this branding process throughout the centuries, focusing on the Netherlands. To what extent is our experience of Dutch literature prefigured by brands, and what role does branding play when introducing European authors in the Dutch literary field (or vice versa)? By answering these questions, Branding Books Across the Ages seeks to show how literary scholars understand branding – a phenomenon that has long been intertwined with literature.
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Helleke van den Braber holds an endowed chair in Patronage Studies at Utrecht University (the Netherlands), and is director of studies of the Department of Literary and Cultural Studies at Radboud University (Nijmegen, the Netherlands), where she coordinates MA programmes in ‘Cultural Policy and Patronage’ and ‘Creative Industries’. Jeroen Dera is Assistant Professor of Dutch Literature at Radboud University. His research concerns contemporary poetry, literature education, and the relation between literature and the media industries. Jos Joosten is Professor of Dutch Literature at Radboud University. He is a member of the research group SCARAB (Studying Cultural Infrastructure and Reception Across Borders) and has published several articles and books on the theory and practice of literary criticism and book reviewing. Maarten Steenmeijer is Emeritus Professor of Modern Spanish and Spanish American Literature and Culture at Radboud University, and specializes in reception and translation studies.

Recensioner i media

"Branding books across the ages is een uiterst gevarieerde, naar zijn aard heterogene, maar bijna steeds onderhoudende en dikwijls grondige analyse van literaire casuïstiek. Of het nu gaat om het geploeter van Albert Verwey met de exploitatie van zijn tijdschrift De Beweging of om de opeenvolgende vertaalde Nederlandse edities – afwisselend als high en low culture – van Gustave Flauberts Madame Bovary, om het woeste schrijversimago van Charles Bukowski of om de brutale prstunts die Hugo Claus uithaalde bij gelegenheid van zijn schrijversdebuut, steeds draait het om de vraag welke middelen op welke manier en met welk effect door wie werden ingezet om erkenning en vooral succes te bereiken."- Maarten Asscher, Boekman 129 (2021)

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