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As You Like It: The Communication Strategies of Czech Belletristic Publishers
dc.contributor.authorKirkosová, Kateřina
dc.publisherUniverzita Karlova, Filozofická fakultacs_CZ
dc.sourceSlovo a smysl - Word & Sense, 2018, 15, 30, 128-144cs_CZ
dc.subjectKnižní nakladatelstvícs_CZ
dc.subjectknižní marketingcs_CZ
dc.subjectsociální sítěcs_CZ
dc.subjectživotní stylcs_CZ
dc.subjectbook publishingcs_CZ
dc.subjectbook marketingcs_CZ
dc.subjectsocial networkscs_CZ
dc.titleJak se vám líbí. Komunikační strategie českých beletristických nakladatelstvícs_CZ
dc.title.alternativeAs You Like It: The Communication Strategies of Czech Belletristic Publisherscs_CZ
dc.typeVědecký článekcs_CZ
uk.abstract.enIn 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.cs_CZ
dcterms.isPartOf.nameSlovo a smysl - Word & Sensecs_CZ

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