Publication details
Chceme být Applem mezi nakladateli: strategie budování brandu v současném českém nakladatelském poli
| Title in English | Strategies of branding in contemporary Czech publishing field |
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| Authors | |
| Year of publication | 2015 |
| Type | Appeared in Conference without Proceedings |
| MU Faculty or unit | |
| Citation | |
| Description | The main goal of this presentation is to review the strategies of branding used by contemporary Czech book publishers. Building upon the sociology of art of French sociologist Pierre Bourdieu, the broader social space of literary field book publishers operate in is conceptualized as relatively autonomous, but integral part of cultural and media business. In this vein, book publishers are understood as double agents: they are cultural intermediaries and merchants of culture at once. Thus, they need to combine both the logic of the art and the logic of the money, which are within the literary field often viewed as irreconcilable. |