Project Report (M.Pub.) - Simon Fraser University, 2006. / Theses (Master of Publishing Program) / Simon Fraser University.

The thesis examines transnational Scottish book marketing to a diasporic audience from 1995 to 2015. The study addresses the research question: what makes marketing of Scottish-interest books from Small to Medium Enterprises (SMEs) in the publishing industry successful transnationally? The data underlying the research comes from semi-structured interviews with members of publishing organisations in Scotland and members of Scottish heritage organisations worldwide, case studies of the marketing histories of economically successful books targeting the diaspora, and narrative rhetorical criticism of the online book blurbs of Scottish-interest books by Scottish publishers. The qualitative results demonstrate that the marketing of Scottish-interest books from SMEs in the publishing industry is successful transnationally when creative relationship marketing through storytelling is emphasised; icons, symbols and narratives from Scotland’s place brand are utilised; and communication of value is targeted to specific subcultures of consumption (like the Scottish diaspora) that transcend national boundaries. Adopting the definition of marketing as the communication of value of a product or service, the study analyses the influencers, characteristics, and participants of that communication. The research impacts those individuals and organisations, particularly Scottish publishing companies, who are involved in the twenty-first century Scottish book trade. The thesis recommends that to reach the diaspora audience, Scottish publishers need to make a more united effort under Publishing Scotland to approach and partner with Scottish heritage organisations; create working relationships with Global Scot (and Scottish Enterprise more generally), Scottish Development International, Visit Scotland, and Event Scotland; and become more involved in tourism events relating to the Scottish diaspora.

Background: The third revolution, also called the digital revolution, has challenged the traditional way of publishing and the existing business models. Digitalization has become the center of this development and with innovations such as the internet and computers, a whole new world of possibilities for authors have opened up, including self-publishing.  Purpose: This thesis aims to advance the knowledge on the influence of digitalization in the self-publishing book industry in general and for self-publishing authors in particular. This information will further the current understanding of self-publishing practices and guide future digital development. Method: This study was conducted with an inductive qualitative approach under the interpreventism paradigm, additionally, this study is conducted with a case study approach that was chosen to best capture the phenomenon. The primary data was collected through semi-structured interviews with self-published authors, and a thematic analysis was applied to interpret the empirical findings and relate them to the theory presented.  Conclusion: The findings shows that digitalization has been having a large influence in the positive direction on the publishing industry in general and self-publishing authors in particular. In addition, the findings show that digitalization has enabled people to become self-publishing authors and thereby create their own lucrative businesses. The findings also highlighted the major development the digitalization has created with networking since the digitalization has enabled new digital social media channels to establish and thereby ease the networking and marketing process for businesses.

This thesis examines law and policy in the book publishing industry in Ghana, with an evaluation of the success of government-sponsored institutions that have been established for the purpose of publishing development in the country. Issues concerning publishing development in Ghana and other countries in Africa have attracted considerable debate and coverage in the literature. The focus of the debate has been mainly centred on challenges confronting publishing development in the continent and the promotion of sustainable schoolbooks provision. Whilst there is a body of existing literature on the historical development of book publishing and its challenges, the role of law and policy, and the contributions of government-sponsored institutions to publishing development has not been explored. This thesis therefore provides the first analysis of law and policy, and an evaluation of government-sponsored institutions. In an attempt to fill this gap, this research identifies law and policy, examines the rationale for policy formulation, the policy-making process itself, the experiences of various stakeholders in the formulation of these policies and issues relating to the implementation of policy. It also evaluates the success of government-sponsored institutions by examining how their work has influenced book development and publishing in the country. The data for this research comprise legislation, policy documents and recorded interviews. These were analysed using the framework that was developed for book policy analysis. The use of the framework has been particularly useful in the analysis because it is compatible with the critical realist approach. Over two empirical chapters, the use of content analysis provides a thorough insight of the social, economic and political context, within the context of Ghana, for which institutions dedicated to publishing development were established as well as the formulation of book policies. Although government-sponsored institutions have provided considerable support to publishing development, the findings suggest that their operations are hindered due to a lack of funds and logistics. The findings again suggest that both national and international legislation have not been adequately beneficial to publishing development. A third empirical chapter, which focuses on the interview data for policy development offers an in-depth analysis into the policy-making process and the challenges that are associated with the implementation of policy. The findings suggest existing policy is limited in terms of scope of book publishing, and even with this limitation, there is a lack of transparency in the procurement process. A major challenge of the book publishing industry in Ghana is the lack of resources to enforce legislation and implement policies. Public policy analysis is not a new concept, however this research developed a framework for book policy analysis, a framework that combines concepts from general public policy analysis and in the specific area of information science as well as guidelines from UNESCO s guide to formulating book policies in a way that allowed the content of book policies to be analysed. The research also recommends that institutions should be strengthened through review and restructuring, and to review the textbook policy towards the development of a national book policy that will recognise book publishing as a strategic national industry.

[pt] Os refugiados adquiriram especial relevo no século XX e ao longo do presente século, uma vez que não havia, desde o fim da Segunda Guerra Mundial, um número tão elevado de solicitantes de refúgio e refugiados no mundo. Nos últimos anos, como resultado da atenção sobre os fenômenos migratórios e sobre o seu impacto social e cultural, cresce a presença da temática em livros para crianças e jovens. Há um investimento simbólico no sentido de fazer crianças e jovens refletir sobre a crise. É a partir dessa perspectiva que surge o interesse em analisar obras literárias que abram caminhos para conhecer a situação dos refugiados. Afinal, a visão da literatura como veículo de compreensão cultural do mundo sempre foi um valor muito presente no campo da Literatura Infantil e Juvenil. Esta dissertação analisa cinco obras literárias: Migrando (2015), de Mariana Chiesa Mateos; Para onde vamos (2016), de Jairo Buitrago e ilustrado por Rafael Yockteng; O cometa é um sol que não deu certo (2017), de Tadeu Sarmento e ilustrado por Apo Fousek; A menina que abraça o vento (2018), de Fernanda Paraguassu e ilustrado por Suryara Bernardi, e Refugiados (2019), de Alan Gratz. Considerando a necessidade de se olhar para a questão dos refugiados como um desafio contemporâneo, esta dissertação tem o objetivo geral de refletir sobre a construção imaginária da criança refugiada nas obras de Literatura Infantil e Juvenil que compõem o corpus, sobre as experiências desestabilizadoras desses personagens, e problematizar as questões sociais existentes. E tem como objetivo específico contribuir para uma nova leitura sobre as narrativas do corpus, expandindo suas possibilidades interpretativas. / [en] From the 20th century onwards, challenges faced by refugee populations have become increasingly well known. Indeed, since the end of World War II, there have never been so many refugees or asylum seekers around the world. As a result of the careful attention now devoted to migratory phenomena and to their social and cultural impact, recent years have seen a surge in the presence of such themes in children s and youth literature — segments which have historically viewed literature as an instrument to culturally apprehend the world. In contemporary times, a symbolic effort is repeatedly made to encourage children and youth to reflect on the crisis; moreover, there is a growing interest in analysing literary works which may raise awareness about the material conditions of refuge. In light of this panorama, this dissertation analyses five literary works: Migrando (2015), by Mariana Chiesa Mateos; Para onde vamos (2016), written by Jairo Buitrago and illustrated by Rafael Yockteng; O cometa é um sol que não deu certo (2017), written by Tadeu Sarmento and illustrated by Apo Fousek; A menina que abraça o vento (2018), written by Fernanda Paraguassu and illustrated by Suryara Bernardi; and Refugiados (2019), by Alan Gratz. As it acknowledges the contemporary relevance of refuge-related issues, our study reflects on the imaginary construction of the refugee child in the works of children s and youth literature which compose our corpus. In particular, we wish to discuss the de-stabilizing experiences undergone by the characters and to critically approach the social issues which frame and inform the narratives. Finally, we aim to advance a new reading of the narratives in focus and to broaden their interpretive possibilities.

[pt] O primeiro objetivo desta tese é a descrição, a análise e a interpretação dos procedimentos narrativos utilizados por João Ubaldo Ribeiro em seus nove romances até agora publicados. Isto significa identificar, na sua maneira de contar as histórias, uma específica relação que o narrador estabelece com os seus personagens, ao levar às últimas conseqüências a prática do discurso indireto livre. A representação ficcional desse narrador - aqui nominado o narrador sem cabeça - é um personagem-chave do escritor: a almazinha cuja história é relatada logo às primeiras páginas do romance Viva o povo brasileiro, de 1984. Comportam-se ambos, um de cada lado, como seres errantes, figuras sem feitio e em constante processo de incorporação de linguagens alheias. O segundo objetivo é demonstrar que esse mesmo narrador, tão íntimo de seus personagens, se revela no entanto ainda mais apegado ao próprio escritor, com ele partilhando crenças, idéias e experiências. Para tanto, com base numa pesquisa de imprensa que remonta ao início da carreira de João Ubaldo Ribeiro como escritor e avança até o ano de 2005, a tese articula o seu universo ficcional à sua biografia ainda não escrita - o que contribui para uma compreensão mais ampla da sua obra. / [en] The first purpose of the thesis is the description, the analysis and the interpretation of the narrative procedures used by the Brazilian writer João Ubaldo Ribeiro throughout his nine novels published up to now. That means to identify, in his way of telling stories, a specific relation established by the narrator with his characters, stretching to the limit the usage of the so- called free indirect discourse (the FID). This narrator´s fictional representation - herein called the headless narrator - may be found in a Ribeiro´s key character: the little soul whose lifestory is told right on the first pages of the novel Viva o povo brasileiro (An invincible memory), published in 1984. They both behave - the little soul and the narrator, side by side, in and out the story - as errant beings, shapeless figures in an on-going process of incorporating someone else´s speaches. The second purpose is to demonstrate that this same narrator, though very close to his characters, appears, nevertheless, even more attached to the writer himself, sharing with him believes, ideas and experiences. In order to demonstrate such relation between the author and the narrator, the thesis links the fictional universe of the novels and the author´s nonwritten biography. Such relation is established on the basis of a printing-press research that covers the period beginning in the 1960´s until the 2005´s, thus allowing a more comprehensive understanding of the author´s work.

[pt] A pesquisa Retrato da Leitura no Brasil, realizada pela Câmara Brasileira do Livro e o Sindicato Nacional dos Editores Livreiros em 2001, revelou a predominância de um público leitor para quem a ligação sentimental com o texto independe de critérios estéticos e o ato de ler satisfaz primordialmente a necessidades várias do cotidiano. Esta dissertação propõe uma mudança de paradigmas críticos em função desse fenômeno ao defender o consumo da literatura dita de entretenimento como um primeiro passo em direção à literatura de proposta. Sendo assim, teço considerações sobre uma postura ainda existente em um segmento da crítica literária - a de repúdio a qualquer reflexão sobre o tema - na tentativa de contribuir para a flexibilização desse modo de pensar. A partir de dados quantitativos sobre o mercado editorial brasileiro busco fornecer uma visão panorâmica de sua recente produção. Finalizo com uma discussão sobre a leitura e leitores, destacando as bem- sucedidas experiências de Luzia De Maria e Daniel Pennac na aproximação entre seus alunos e a literatura canônica, através da literatura de entretenimento, como opção para a crise da leitura. / [en] Based on the results of a research realized by CBL and SNEL in the year 2001 - A Picture of Reading in Brazil - this work suggests a different critical look at best-seller books reading phenomenon by defending its consume as a first step towards reading crisis solution. / [fr] La recherche Portrait de la Lecture au Brésil, réalisée par la Chambre Brésilienne du Livre et pour le Syndicat National des Éditeurs Libraires dans 2001, a révélé la prédominance dun public lecteur pour lequel la liaison sentimentale avec le texte independe de critères esthétiques et lacte de delire satisfait primordialement à des nécessités plusieurs du quotidien. Cette dissertation propose un changement de paradigmes critiques en fonction de ce phénomène à défense la consommation de la littérature dite de divertissement comme une première étape vers la littérature de proposition. En étant ainsi, je tisse des considérations sur une position encore existante dans un segment de la critique littéraire - ce de reniement à quelconque réflexion sur le sujet - dans la tentative de contribuer à lassouplissement de cette manière de penser. À partir de données quantitatives sur le marché éditorial brésilien je cherche fournir une vision panoramique de sa récente production. Je finis avec une discussion sur la lecture et lecteurs, détachant les expériences victoires de Luzia de Maria et Daniel Pennac dans lapproche entrent leurs élèves et la littérature canonique, à travers la littérature de divertissement, comme option pour la crise de la lecture.

Entre os anos de 1941 e 1955, a Livraria Martins Editora, sediada em São Paulo, publicou a coleção Biblioteca de Literatura Brasileira. Constituída de 15 volumes, os quais, posteriormente, foram reeditados e vendidos em conjunto, num formato de edições colecionáveis, teve como projeto editorial publicar autores canônicos da literatura brasileira, ou seja, escritores consagrados pelo público e pela crítica, tais como Machado de Assis, Álvares de Azevedo, Castro Alves e outros; com textos introdutórios de estudiosos renomados como Antonio Candido, Lúcia Miguel Pereira e Sérgio Milliet. Seus exemplares eram ilustrados por grandes nomes da arte brasileira, como Anita Malfatti, Tarsila do Amaral, Di Cavalcanti, Tomás Santa Rosa, Paim, Alberto da Veiga Guignard etc., e recebiam tratamento gráfico especial, com boa impressão tipográfica e papel de qualidade. Os livros da coleção apresentam um projeto gráfico que se estrutura a partir de parâmetros clássicos de composição, sob a influência de edições francesas e inglesas. O objetivo desta dissertação é analisar o projeto gráfico dos livros a partir da relação entre os elementos do design e sua materialidade (formato, papel, tipografia, mancha gráfica, capitulares e ilustração), com o intuito de identificarmos como as edições adotam certo padrão gráfico que permite atribuir ao conjunto um caráter de coleção. Neste percurso, procuramos definir o conceito editorial e estudar o contexto histórico-social em que os livros foram produzidos. Outro aspecto relevante para a pesquisa é resgatar a memória gráfica da coleção Biblioteca de Literatura Brasileira e propor instrumentos de análise para melhor compreender os parâmetros gráficos da época e a sua percepção atual para o campo do design gráfico. / The collection Biblioteca de Literatura Brasileira edited by Livraria Martins Editora between the years 1941-1955 is characterized by publishing the canons of Brazilian literature such as Machado de Assis, Álvares de Azevedo, Castro Alves and others. In the collection published by Livraria Martins Editora the books were illustrated by great Brazilian artists such as Anita Malfatti, Tarsila do Amaral, Di Cavalcanti, Tomás Santa Rosa, Paim, Alberto da Veiga Guignard etc. The books were well printed, in fine paper and presented a graphic design that were structured by classic parameters of composition, under the influence of French and English editions. This research focus on the graphic design of the collection and analyses the relations between graphic design, editorial conception and the historical-social context in which the books were produced. In terms of visual composition, we investigate how the elements of design (format, paper, typography, grid, initials and illustrations) define a graphic pattern that allows this set of books to be assigned as a collection. Another relevant aspect of the research is the rescue of the graphic memory of the collection Biblioteca de Literatura Brasileira and the attempt in developing tools to better understand the graphic parameters of an era and its current reception for the field of graphic design.

Darbe nagrinėjami ryšių su visuomene (RSV) ypatumai knygų leidybos srityje, patiekiama RSV programa Lietuvos rašytojų sąjungos leidyklai. / There are opportunities of Public Relations (PR) in the book publishing companies highlighted and a program of PR for Lithuanian Writer's Union publishers created in the master thesis.

[pt] O sistema literário brasileiro atual. Pequenas e médias editoras investiga o universo do mercado editorial brasileiro a partir de pressupostos teóricos da literatura e para isso conta também com outras áreas - como sociologia e história -, que permitem perceber a inserção da produção literária e as relações que se estabelecem entre os agentes de produção, distribuição e recepção do campo literário. A tese aborda o tema sob o viés da literatura como complexo fenômeno cultural e social. Nesta ótica, à pesquisa da paisagem do sistema literário no Brasil - fundada em resultados da aplicação de entrevistas e questionários - foram agregadas importantes fontes de informação sobre outros mercados como a França, em que movimentos de concentração de grandes grupos, ou mesmo a existência de entidades de pequenos e médios editores, apontam para dinâmicas estratégicas ações características do mercado editorial atual. São analisados reflexos de fatores socioeconômicos e políticos na profissionalização do setor, marcado simultaneamente pela expansão de megagrupos e pela união de editoras menores em vista de sua sobrevivência e para a ocupação de posição nesse mercado. A pesquisa abrange, ainda, a situação particular dessas pequenas e médias editoras a partir de sua definição de linha editorial, exibindo em seus catálogos um leque de direcionamentos, entre outros, quanto a ficção e/ou nãoficção, campo especializado e/ou diversificado, presença de autores nacionais e/ou estrangeiros, ou mesmo o registro de dados referentes às próprias empresas, como faturamento, época de fundação, localização, formação do editor, aspectos que, analisados em conjunto, ajudaram a compor o intricado circuito de produção, comercialização e recepção que marca o universo do livro no Brasil, mais especificamente no centro do país. / [en] The current Brazilian literary system. Small and medium publishing houses investigates the universe of the Brazilian publishing market departing from theoretic presuppositions from literature, along with other areas - like sociology and history -, which allow us to perceive the insertion of the literary production and the establishing relationship between the production, distribution and reception agents of the literary field. The thesis approaches the theme in the view of literature as a complex cultural and social phenomenon. Under such view, important sources of information about other markets (France for instance, where concentration movements by large groups, or even the existence of entities of small and medium editors, points to strategic actions that are characteristic to the current publishing market) are incorporated to the research - based on interviews and questionnaires - of the literary system in Brazil. In this thesis are analyzed the reflex of socio-economic and political factors in the professionalization of the sector, which is marked simultaneously by the expansion of mega groups and the joining of minor publishing houses for their survival and to keep their position in the market. The research also includes the particular situation of such small and medium publishing houses from the definition of their publishing lines, their catalogs showing a range of lines like fiction and/or non- fiction, specialized and/or diversified areas, national and/or foreign authors, or even the record of data about the companies like invoicing, time of foundation, location, the editor´s education. Such aspects that when analyzed as a total helped in composing the intricate circuit of production, commercialization, and reception that identifies the book universe in Brazil, more specifically in the center of the country.