Nesta tese, examina-se um complexo evento cultural – a Feira do Livro de Porto Alegre/RS –, realizado anual e ininterruptamente desde 1955 sob a chancela da Câmara Rio-Grandense do Livro, em parceria com o Ministério da Cultura e a Prefeitura Municipal de Porto Alegre (RS), reunindo atividades culturais de distintas ordens e mobilizando muitas práticas que delineiam identidades culturais para a cidade e para a própria Feira e seus participantes. É possível afirmar que o evento se encontra em expansão, tanto no que se refere ao espaço físico que ocupa, quanto ao que diz respeito ao número de participantes, ao qual se somam os patrocinadores, organizadores, administradores, escritores, livreiros e mídias, que, além de divulgá-lo, reiteram, por meio dele, seus compromissos com a cultura sul-rio-grandense. Muitas são as representações colocadas em circulação na Feira, que definem, posicionam e ensinam, aos sujeitos e às instituições locais, modos de integrar-se à cultura regional. Ao lado dessa configuração mais regionalista, institucionalizam-se na Feira, cada vez com mais intensidade, práticas de internacionalização voltadas a conectar esse evento da cultura gaúcha a outros em desenvolvimento na América Latina e em outros continentes. O estudo focaliza estratégias discursivas e representações associadas à produção/gestão/invenção desse evento cultural veiculadas no encarte Caderno da Feira – suplemento que circula diariamente durante a realização da Feira no jornal gaúcho Zero Hora, o qual integra o conjunto de artefatos comunicacionais do Grupo RBS. Considerou-se que tanto a Feira quanto o encarte e o jornal a que está vinculado operam como pedagogias culturais. O corpus da pesquisa abarca um acervo ampliado de 153 exemplares, do qual foram examinadas 85 edições publicadas e divulgadas nos meses de outubro/novembro, quando ocorre a Feira, dos anos de 2005 a 2013. Foram também examinados exemplares do jornal Zero Hora das décadas de 1960, 1970, 1980 e 1990 por conterem informações importantes sobre esse evento. Foram ainda examinadas seções, manchetes de capa e reportagens, incluindo as imagens nelas apresentadas, bem como notas informativas. O estudo inspira-se nos Estudos Culturais e vale-se de teorizações de autores, tais como Albuquerque Jr. (2012), Canclini (2007), Debord (1997), Fischer (2012), Freitas (2007), Hall (1997a; 2005), Kellner (2006), Sarlo (1998), Silva (2012), Silveira (2000), Yúdice (2006), Woodward (2012) e Wortmann (2010), dentre outros. As análises evidenciam as múltiplas funções do evento: nele, comemora-se o “livro”, promove-se a sua venda, destacam-se autores e autoras, divulga-se a importância da leitura, mas igualmente propagandeiam-se seus promotores, patrocinadores e gestores, além de essa festa do livro ser associada a muitos outros eventos culturais da cidade, entre os quais, estão a Bienal do Mercosul, mostras e exibições fotográficas, oficinas de criação literária, palestras, apresentações de grupos musicais diversos, etc. Tudo isso transforma o evento em um espetáculo cultural múltiplo que se tornou central à vida da cidade, não apenas durante sua realização. O estudo também aponta para a forma como, especialmente a partir da figura do patrono, são destacadas diferentes facetas da cultura sulrio- grandense, que incluíam desde um culto ao gauchismo até a configuração de uma regionalidade mais ampliada, urbana e vinculada a cânones literários. / This thesis examines a complex cultural event, the Porto Alegre Book Fair, which has been annually held since 1955 under the auspices of Rio Grande do Sul Chamber of Literature in a partnership with the Ministry of Culture and Porto Alegre City Hall. The Fair comprises different kinds of cultural activities and involves several practices which have delineated cultural identities to the city, the Fair itself and its participants. It is possible to state that the event has been expanded in terms of physical space, number of participants, sponsors, organizers, managers, writers, booksellers and media, which besides publicizing the Fair, reinsure its commitment to sul-rio-grandense culture. A number of representations have been spread by the Fair and defined, positioned and taught people and local institutions ways of integrating the local culture. Together with this regionalist configuration, internationalizing practices have been more intensively institutionalized by the Fair with the aim of connecting this gaucho culture event to other events occurring in Latin America and in other continents as well. The study is focused on discursive strategies and representations associated with the production/management/creation of this cultural event as conveyed by Caderno da Feira, a supplement of the gaucho newspaper Zero Hora which is daily published along the days in which the Fair is held. This newspaper is one of the communication artifacts owned by Grupo RBS. The Fair, the supplement and the newspaper have been regarded as cultural pedagogies. The research corpus comprehended a large collection of 153 issues, out of which 85 issues published in October and November from 2005 to 2013 were examined. Issues of Zero Hora newspaper dating back to the 60s, 70s, 80s and 90s were also examined because they contained important information about the event. Sections, cover headlines and reports were examined together with pictures and notes. The study has been grounded on Cultural Studies and has relied on theorizations by Albuquerque Jr. (2012), Canclini (2007), Debord (1997), Fischer (2012), Freitas (2007), Hall (1997a; 2005), Kellner (2006), Sarlo (1998), Silva (2012), Silveira (2000), Yúdice (2006), Woodward (2012) and Wortmann (2010), among others. The analyses have evidenced the multiple functions performed by the event: it celebrates the “book”, promotes its commercialization, highlights writers, reinforces the importance of reading, but it also adverts its promoters, sponsors and managers. Furthermore, it is associated with a number of other cultural events taking place in the city, such as Mercosur Biennial Art Exhibition, photography shows, literary workshops, lectures, musical performances, etc. All that turns this event into a multiple cultural spectacle which has become central to the city life, and not only while it is held. The study has also pointed out the way in which different facets of the sul-rio-grandense culture are highlighted, particularly considering the patron figure, comprehending from the cult of gauchism to the configuration of a larger, urban regionalism linked to literary canons.

Nesta tese, examina-se um complexo evento cultural – a Feira do Livro de Porto Alegre/RS –, realizado anual e ininterruptamente desde 1955 sob a chancela da Câmara Rio-Grandense do Livro, em parceria com o Ministério da Cultura e a Prefeitura Municipal de Porto Alegre (RS), reunindo atividades culturais de distintas ordens e mobilizando muitas práticas que delineiam identidades culturais para a cidade e para a própria Feira e seus participantes. É possível afirmar que o evento se encontra em expansão, tanto no que se refere ao espaço físico que ocupa, quanto ao que diz respeito ao número de participantes, ao qual se somam os patrocinadores, organizadores, administradores, escritores, livreiros e mídias, que, além de divulgá-lo, reiteram, por meio dele, seus compromissos com a cultura sul-rio-grandense. Muitas são as representações colocadas em circulação na Feira, que definem, posicionam e ensinam, aos sujeitos e às instituições locais, modos de integrar-se à cultura regional. Ao lado dessa configuração mais regionalista, institucionalizam-se na Feira, cada vez com mais intensidade, práticas de internacionalização voltadas a conectar esse evento da cultura gaúcha a outros em desenvolvimento na América Latina e em outros continentes. O estudo focaliza estratégias discursivas e representações associadas à produção/gestão/invenção desse evento cultural veiculadas no encarte Caderno da Feira – suplemento que circula diariamente durante a realização da Feira no jornal gaúcho Zero Hora, o qual integra o conjunto de artefatos comunicacionais do Grupo RBS. Considerou-se que tanto a Feira quanto o encarte e o jornal a que está vinculado operam como pedagogias culturais. O corpus da pesquisa abarca um acervo ampliado de 153 exemplares, do qual foram examinadas 85 edições publicadas e divulgadas nos meses de outubro/novembro, quando ocorre a Feira, dos anos de 2005 a 2013. Foram também examinados exemplares do jornal Zero Hora das décadas de 1960, 1970, 1980 e 1990 por conterem informações importantes sobre esse evento. Foram ainda examinadas seções, manchetes de capa e reportagens, incluindo as imagens nelas apresentadas, bem como notas informativas. O estudo inspira-se nos Estudos Culturais e vale-se de teorizações de autores, tais como Albuquerque Jr. (2012), Canclini (2007), Debord (1997), Fischer (2012), Freitas (2007), Hall (1997a; 2005), Kellner (2006), Sarlo (1998), Silva (2012), Silveira (2000), Yúdice (2006), Woodward (2012) e Wortmann (2010), dentre outros. As análises evidenciam as múltiplas funções do evento: nele, comemora-se o “livro”, promove-se a sua venda, destacam-se autores e autoras, divulga-se a importância da leitura, mas igualmente propagandeiam-se seus promotores, patrocinadores e gestores, além de essa festa do livro ser associada a muitos outros eventos culturais da cidade, entre os quais, estão a Bienal do Mercosul, mostras e exibições fotográficas, oficinas de criação literária, palestras, apresentações de grupos musicais diversos, etc. Tudo isso transforma o evento em um espetáculo cultural múltiplo que se tornou central à vida da cidade, não apenas durante sua realização. O estudo também aponta para a forma como, especialmente a partir da figura do patrono, são destacadas diferentes facetas da cultura sulrio- grandense, que incluíam desde um culto ao gauchismo até a configuração de uma regionalidade mais ampliada, urbana e vinculada a cânones literários. / This thesis examines a complex cultural event, the Porto Alegre Book Fair, which has been annually held since 1955 under the auspices of Rio Grande do Sul Chamber of Literature in a partnership with the Ministry of Culture and Porto Alegre City Hall. The Fair comprises different kinds of cultural activities and involves several practices which have delineated cultural identities to the city, the Fair itself and its participants. It is possible to state that the event has been expanded in terms of physical space, number of participants, sponsors, organizers, managers, writers, booksellers and media, which besides publicizing the Fair, reinsure its commitment to sul-rio-grandense culture. A number of representations have been spread by the Fair and defined, positioned and taught people and local institutions ways of integrating the local culture. Together with this regionalist configuration, internationalizing practices have been more intensively institutionalized by the Fair with the aim of connecting this gaucho culture event to other events occurring in Latin America and in other continents as well. The study is focused on discursive strategies and representations associated with the production/management/creation of this cultural event as conveyed by Caderno da Feira, a supplement of the gaucho newspaper Zero Hora which is daily published along the days in which the Fair is held. This newspaper is one of the communication artifacts owned by Grupo RBS. The Fair, the supplement and the newspaper have been regarded as cultural pedagogies. The research corpus comprehended a large collection of 153 issues, out of which 85 issues published in October and November from 2005 to 2013 were examined. Issues of Zero Hora newspaper dating back to the 60s, 70s, 80s and 90s were also examined because they contained important information about the event. Sections, cover headlines and reports were examined together with pictures and notes. The study has been grounded on Cultural Studies and has relied on theorizations by Albuquerque Jr. (2012), Canclini (2007), Debord (1997), Fischer (2012), Freitas (2007), Hall (1997a; 2005), Kellner (2006), Sarlo (1998), Silva (2012), Silveira (2000), Yúdice (2006), Woodward (2012) and Wortmann (2010), among others. The analyses have evidenced the multiple functions performed by the event: it celebrates the “book”, promotes its commercialization, highlights writers, reinforces the importance of reading, but it also adverts its promoters, sponsors and managers. Furthermore, it is associated with a number of other cultural events taking place in the city, such as Mercosur Biennial Art Exhibition, photography shows, literary workshops, lectures, musical performances, etc. All that turns this event into a multiple cultural spectacle which has become central to the city life, and not only while it is held. The study has also pointed out the way in which different facets of the sul-rio-grandense culture are highlighted, particularly considering the patron figure, comprehending from the cult of gauchism to the configuration of a larger, urban regionalism linked to literary canons.

Nesta tese, examina-se um complexo evento cultural – a Feira do Livro de Porto Alegre/RS –, realizado anual e ininterruptamente desde 1955 sob a chancela da Câmara Rio-Grandense do Livro, em parceria com o Ministério da Cultura e a Prefeitura Municipal de Porto Alegre (RS), reunindo atividades culturais de distintas ordens e mobilizando muitas práticas que delineiam identidades culturais para a cidade e para a própria Feira e seus participantes. É possível afirmar que o evento se encontra em expansão, tanto no que se refere ao espaço físico que ocupa, quanto ao que diz respeito ao número de participantes, ao qual se somam os patrocinadores, organizadores, administradores, escritores, livreiros e mídias, que, além de divulgá-lo, reiteram, por meio dele, seus compromissos com a cultura sul-rio-grandense. Muitas são as representações colocadas em circulação na Feira, que definem, posicionam e ensinam, aos sujeitos e às instituições locais, modos de integrar-se à cultura regional. Ao lado dessa configuração mais regionalista, institucionalizam-se na Feira, cada vez com mais intensidade, práticas de internacionalização voltadas a conectar esse evento da cultura gaúcha a outros em desenvolvimento na América Latina e em outros continentes. O estudo focaliza estratégias discursivas e representações associadas à produção/gestão/invenção desse evento cultural veiculadas no encarte Caderno da Feira – suplemento que circula diariamente durante a realização da Feira no jornal gaúcho Zero Hora, o qual integra o conjunto de artefatos comunicacionais do Grupo RBS. Considerou-se que tanto a Feira quanto o encarte e o jornal a que está vinculado operam como pedagogias culturais. O corpus da pesquisa abarca um acervo ampliado de 153 exemplares, do qual foram examinadas 85 edições publicadas e divulgadas nos meses de outubro/novembro, quando ocorre a Feira, dos anos de 2005 a 2013. Foram também examinados exemplares do jornal Zero Hora das décadas de 1960, 1970, 1980 e 1990 por conterem informações importantes sobre esse evento. Foram ainda examinadas seções, manchetes de capa e reportagens, incluindo as imagens nelas apresentadas, bem como notas informativas. O estudo inspira-se nos Estudos Culturais e vale-se de teorizações de autores, tais como Albuquerque Jr. (2012), Canclini (2007), Debord (1997), Fischer (2012), Freitas (2007), Hall (1997a; 2005), Kellner (2006), Sarlo (1998), Silva (2012), Silveira (2000), Yúdice (2006), Woodward (2012) e Wortmann (2010), dentre outros. As análises evidenciam as múltiplas funções do evento: nele, comemora-se o “livro”, promove-se a sua venda, destacam-se autores e autoras, divulga-se a importância da leitura, mas igualmente propagandeiam-se seus promotores, patrocinadores e gestores, além de essa festa do livro ser associada a muitos outros eventos culturais da cidade, entre os quais, estão a Bienal do Mercosul, mostras e exibições fotográficas, oficinas de criação literária, palestras, apresentações de grupos musicais diversos, etc. Tudo isso transforma o evento em um espetáculo cultural múltiplo que se tornou central à vida da cidade, não apenas durante sua realização. O estudo também aponta para a forma como, especialmente a partir da figura do patrono, são destacadas diferentes facetas da cultura sulrio- grandense, que incluíam desde um culto ao gauchismo até a configuração de uma regionalidade mais ampliada, urbana e vinculada a cânones literários. / This thesis examines a complex cultural event, the Porto Alegre Book Fair, which has been annually held since 1955 under the auspices of Rio Grande do Sul Chamber of Literature in a partnership with the Ministry of Culture and Porto Alegre City Hall. The Fair comprises different kinds of cultural activities and involves several practices which have delineated cultural identities to the city, the Fair itself and its participants. It is possible to state that the event has been expanded in terms of physical space, number of participants, sponsors, organizers, managers, writers, booksellers and media, which besides publicizing the Fair, reinsure its commitment to sul-rio-grandense culture. A number of representations have been spread by the Fair and defined, positioned and taught people and local institutions ways of integrating the local culture. Together with this regionalist configuration, internationalizing practices have been more intensively institutionalized by the Fair with the aim of connecting this gaucho culture event to other events occurring in Latin America and in other continents as well. The study is focused on discursive strategies and representations associated with the production/management/creation of this cultural event as conveyed by Caderno da Feira, a supplement of the gaucho newspaper Zero Hora which is daily published along the days in which the Fair is held. This newspaper is one of the communication artifacts owned by Grupo RBS. The Fair, the supplement and the newspaper have been regarded as cultural pedagogies. The research corpus comprehended a large collection of 153 issues, out of which 85 issues published in October and November from 2005 to 2013 were examined. Issues of Zero Hora newspaper dating back to the 60s, 70s, 80s and 90s were also examined because they contained important information about the event. Sections, cover headlines and reports were examined together with pictures and notes. The study has been grounded on Cultural Studies and has relied on theorizations by Albuquerque Jr. (2012), Canclini (2007), Debord (1997), Fischer (2012), Freitas (2007), Hall (1997a; 2005), Kellner (2006), Sarlo (1998), Silva (2012), Silveira (2000), Yúdice (2006), Woodward (2012) and Wortmann (2010), among others. The analyses have evidenced the multiple functions performed by the event: it celebrates the “book”, promotes its commercialization, highlights writers, reinforces the importance of reading, but it also adverts its promoters, sponsors and managers. Furthermore, it is associated with a number of other cultural events taking place in the city, such as Mercosur Biennial Art Exhibition, photography shows, literary workshops, lectures, musical performances, etc. All that turns this event into a multiple cultural spectacle which has become central to the city life, and not only while it is held. The study has also pointed out the way in which different facets of the sul-rio-grandense culture are highlighted, particularly considering the patron figure, comprehending from the cult of gauchism to the configuration of a larger, urban regionalism linked to literary canons.

(in English) This diploma thesis focuses on the Book World Prague - International Book Fair and Literary Festival - in the context of the transformation of the Czech book market after 1989. Particularly, it aims to examine the role the Book World Prague played in rehabilitation of the Czech book market as for re-implementation of basic market mechanisms in book production and distribution. Individual chapters cover the following topics: characterization and typology of modern book fairs, the history of the Czech book market from 1948 the present day, the history of the origin of trade fairs, the specific history and developments of book fairs, and the milestones in the history of the Book World Prague. Central to the research are data collected by the author by interviewing ten professionals working in various fields of the book industry. The transcribed interviews served two major purposes: firstly, they were used as the primary source enabling the author to answer the research question. Secondly, they created a primary source material relating the history of the Book World Prague.

(in English) This diploma thesis focuses on the Book World Prague - International Book Fair and Literary Festival - in the context of the transformation of the Czech book market after 1989. Particularly, it aims to examine the role the Book World Prague played in rehabilitation of the Czech book market as for re-implementation of basic market mechanisms in book production and distribution. Individual chapters cover the following topics: characterization and typology of modern book fairs, the history of the Czech book market from 1948 the present day, the history of the origin of trade fairs, the specific history and developments of book fairs, and the milestones in the history of the Book World Prague. Central to the research are data collected by the author by interviewing ten professionals working in various fields of the book industry. The transcribed interviews served two major purposes: firstly, they were used as the primary source enabling the author to answer the research question. Secondly, they created a primary source material relating the history of the Book World Prague.

Zu Beginn des 21. Jahrhunderts ist in Spanien eine Leseförderungsoffensive gestartet worden, deren primäres Ziel es ist, die großen Schwächen der Lesegewohnheiten in der spanischen Bevölkerung zu beheben, und somit allen Bürgern den Zugang zur Informations- und Wissensgesellschaft zu ermöglichen. Im ersten Teil der Arbeit werden die historischen Hintergründe für die heutigen Defizite erläutert und eine Reihe von aktuellen Studien zum Leseverhalten der Spanier analysiert. Eine Untersuchung über das Verlagswesen und dessen Auswirkung auf die Lesehaltung der Gesellschaft, sowie eine genaue Darstellung des im Jahre 2007 erlassenen Gesetzes zur Buch-, Lektüre- und Bibliothekspolitik dienen dazu, einen Rahmen für die unternommenen Schritte zu bilden. In dem zweiten Teil richtet sich der Fokus auf die seit Beginn des Jahrhunderts gestarteten Maßnahmen zur Leseförderung, darunter, als integrativer Mittelpunkt den Leseförderungsplan der zentralen Regierung und weiter die Projekte der Landesregierungen und der Kommunen, sowie Aktionen die zum größten Teil auf private Initiative zurückgehen. Die öffentliche Präsentation des vom Bundeskulturministerium entwickelten, ersten, nationalen Leseförderungsplanes im Jahr 2001 markierte den Anfang für einen Wandelprozess in der Lesekultur des Landes. Im letzten Teil der Dissertation wird, angesichts der basalen Funktion der Bibliotheken als Zentren der Leseanimation, auf die Entwicklung des spanischen Bibliotheksystems in den letzten drei Dekaden und insbesondere der Öffentlichen und der Schulbibliotheken eingegangen. / At the beginning of the 21st century the Spanish government launched the most important reading promotion campaign in the history of the country. The objective campaign, that still continues, is to correct the important deficiencies of the reading habits of the Spaniards and to guarantee the access to the information and knowledge society for every citizen. In the first part of the thesis, the author describes the historical reasons for the present reading deficiencies in the population. He also analyzes the most important studies about the reading habits in Spain. An investigation about the situation of the publishing world and its effects on the reading culture, and an account oft the law on Books, Reading and Libraries from 2007 helped to create the context in which the new efforts to improve the reading competence are taking place. In the second part of the work the author analyzes the most representative projects of reading promotion, that have been started from the central, but also from regional and municipal administrations, as well as from private initiators. The most important among these projects is the National Reading Promotion Plan. It was developed from the Spanish Ministry of Culture and has the function of an integration and reference point for all the local reading promotion actions in the country. The public presentation of this Plan in 2001 represented the beginning of a deep transformation process of the reading culture of the nation. As the libraries have always been indispensable centres for reading promotion, the last part of the thesis describes the development of the Spanish librarian system in the three last decades focusing special interest on the school and public libraries. I