Romanzo italiano e repubblica globale delle lettere

Roberto Dainotto

doi:10.6092/issn.2280-9481/10910

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Roberto Dainotto Duke University

Roberto Dainotto is Professor of Literature at Duke University. He has been Professeur invitè at the Université Paris Ouest - Nanterre La Defense, and Fellow at the Stellenbosch Institute for Advanced Studies in South Africa. His publications include Place in Literature: Regions, Cultures, Communities (Cornell UP, 2000); Europe (in Theory) (Duke UP, 2007), winner of the 2010 Shannon Prize in Contemporary European Studies; and Mafia: A Cultural History (Reaction Books, 2015). He has also edited Racconti Americani del ‘900 (Einaudi, 1999), a monographic issue of Italian Culture on Giambattista Vico (2017), and co-edited with Fredric Jameson Gramsci in the World (Duke UP, 2020).

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.

The Brand Italy in the Age of On-Line Reproduction

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