Jak se vám líbí. Komunikační strategie českých beletristických nakladatelství

KIRKOSOVÁ, Kateřina. Jak se vám líbí. Komunikační strategie českých beletristických nakladatelství. Slovo a smysl. Praha: Univerzita Karlova, 2018, roč. 15, č. 30, s. 128-144. ISSN 1214-7915.

Základní údaje

• Originální název: Jak se vám líbí. Komunikační strategie českých beletristických nakladatelství
• Název anglicky: As You Like It : The Communication Strategies of Czech Belletristic Publishers
• Autoři: KIRKOSOVÁ, Kateřina (203 Česká republika, garant, domácí).
• Vydání: Slovo a smysl, Praha, Univerzita Karlova, 2018, 1214-7915.

Další údaje

• Originální jazyk: čeština
• Typ výsledku: Článek v odborném periodiku
• Obor: 50802 Media and socio-cultural communication
• Stát vydavatele: Česká republika
• Utajení: není předmětem státního či obchodního tajemství
• WWW: článek - open access
• Kód RIV: RIV/00216224:14230/18:00109069
• Organizační jednotka: Fakulta sociálních studií
• Klíčová slova česky: Knižní nakladatelství; knižní marketing; sociální sítě; demokratizace; životní styl
• Klíčová slova anglicky: book publishing; book marketing; social networks; democratization; lifestyle
• Štítky: rivok
• Příznaky: Recenzováno

Anotace

In this paper, I focus on the changed dynamics of the book publisher-reader relationship. I built my argument on the assumption that, in parallel with socio-technological changes, the previous role of book publishers as necessarily invisible workers of Literature has changed. In newly defined public arenas on social networks, publishers discuss their books with readers, share their successes, challenge and persuade each other. The present study is of qualitative design with regard to data and analytical procedure used. That is, I work with pictures and conversations from book publishers’ official profiles on Facebook, as well as information gathered by semi-structured interviews with publishing professionals. In my analysis, I assess the proportion of personalized photos, investigate various ways books are presented, and focus on how publishers address their readers lexically. I offer interpretation regarding which publishers’ strategies could be read as a sign of literary discourse marketization, or its democratization, and why.

Anotace anglicky

In this paper, I focus on the changed dynamics of the book publisher-reader relationship. I built my argument on the assumption that, in parallel with socio-technological changes, the previous role of book publishers as necessarily invisible workers of Literature has changed. In newly defined public arenas on social networks, publishers discuss their books with readers, share their successes, challenge and persuade each other. The present study is of qualitative design with regard to data and analytical procedure used. That is, I work with pictures and conversations from book publishers’ official profiles on Facebook, as well as information gathered by semi-structured interviews with publishing professionals. In my analysis, I assess the proportion of personalized photos, investigate various ways books are presented, and focus on how publishers address their readers lexically. I offer interpretation regarding which publishers’ strategies could be read as a sign of literary discourse marketization, or its democratization, and why.