The Brand Italy in the Age of On-Line Reproduction

Authors

  • Roberto Dainotto Duke University

DOI:

https://doi.org/10.6092/issn.2280-9481/10910

Keywords:

Italian novel, branding, national brands, editorial policies

Abstract

The essay looks at the production, distribution, and consumption of the Italian novel in the global editorial market in the context of what Mark McGurl has called “the age of Amazon.” By drawing from studies on so-called “platform capitalism,” but also from those concerning the restructuring of the editorial market, the essay considers the increasing importance of branding, and in particular of national brands, in the editorial policies of the last two decades.

Published

2020-12-28

How to Cite

Dainotto, R. (2020). The Brand Italy in the Age of On-Line Reproduction. Cinergie – Il Cinema E Le Altre Arti, (18), 7-15. https://doi.org/10.6092/issn.2280-9481/10910

Issue

Section

Special