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Marketing ‘Frenchness’: The Paratextual Trajectory of Patrick Modiano’s Swedish Book Covers
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Arts, Department of Literature, Sociology of Literature.
2022 (English)In: Paratexts in Translation: Nordic Perspectives / [ed] Richard Pleijel & Malin Podlevskikh Carlström, Berlin: Frank & Timme , 2022, p. 165-193Chapter in book (Refereed)
Abstract [en]

This chapter follows the paratextual trajectory of the Nobel Prize in literature laureate Patrick Modiano in Swedish translation. The aim is to investigate how three publishing houses, Albert Bonniers, Norstedts, and Elisabeth Grate bokförlag, have marketed their translations of the high prestige author Modiano using the book covers, focusing on aspects of ‘Frenchness’ and connotations of high prestige. Questions that have guided the analysis are: How have the three publishing houses designed Patrick Modiano’s Swedish book covers? What aspects have been highlighted by the different publishing houses in Patrick Modiano’s publishing trajectory? How have the covers changed over time? The main results are that expectancy norms for high prestige translations from French seem to be oriented towards vernacularizing strategies, highlighting ‘French’ aspects such as Parisian motifs, monochrome cover art, and titles that are kept close to the originals. All three publishing houses have to some degree adopted vernacularizing marketing strategies in their covers, and seem to be targeting a specific presumptive book buyer who appreciates and expects connotations of French literature and high prestige.

Place, publisher, year, edition, pages
Berlin: Frank & Timme , 2022. p. 165-193
Series
TRANSÜD. Arbeiten zur Theorie und Praxis des Übersetzens und Dolmetschens ; 135
Keywords [en]
Patrick Modiano, Nobel Prize in Literature, paratexts, sociology of literature, translation studies
Keywords [sv]
Patrick Modiano, Nobelpriset i litteratur, paratexter, litteratursociologi, översättningsvetenskap
National Category
General Literature Studies
Research subject
Literature
Identifiers
URN: urn:nbn:se:uu:diva-483088DOI: 10.26530/20.500.12657/58048ISBN: 978-3-7329-0777-9 (print)OAI: oai:DiVA.org:uu-483088DiVA, id: diva2:1691373
Available from: 2022-08-30 Created: 2022-08-30 Last updated: 2022-08-30Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf