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The study is concerned with the construal of a linguo-cultural image of a bookworm in the Internet discourse on books and reading: this is the Polish mól książkowy, the Czech knihoRol, and the Slovak knihomol’. The respective stereotypes are shaped through linguistic signs and structures, interpreted against the practices used in blogs and memes. In the messages projected by Internet bookstores the mental images are entrenched and modified in such a way as to respond to marketing needs, without the readers realizing they are being influenced. In interaction, an important role is played by interpretations of the behaviour of a typical bookworm, as well as the process of accommodating the behaviours of individuals to a specific set of “bookworm mental features”. One’s own features and preferences are compared with those of: the bookworm as a collector and a book owner, the bookworm as a compulsive buyer, the bookworm as a planner, and the bookworm as a loner. The users of Polish, Czech, and Slovak online bookstores identify themselves with these types, frequently without realizing how much they are influenced in their perception of the world by the bookstores’ marketing strategies, which attribute specific features to their customers. These features are to propagate, through immitation, to wider readership.
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EN
The article is a study of the ways of interpreting the image of the library in Józef Kallenbach’s short story Przygoda bibliotekarza (The Adventure of the Librarian, 1888). The presented examples demonstrate the multi-dimensional meaning of library as an intellectual problem and cognition space. The author shows Kallenbach’s points of view concerning library as a motif which helps to pose questions about convention and conception of realism and, as a consequence, about Kallenbach’s view on culture. The present discussion also sheds light on a few important texts which create a context to analyse the short story by Kallenbach. Intertextual allusions can be helpful in understanding the main problem presented in The Adventure of the Librarian. The paper focuses on the meaning of the library as a graveyard as well as on dream and onirism as a literary convention which expresses the possibilities of cognition and asks what realism in Polish literature of the end the 19th century in Kallenbach’s case actually is.The article discusses the aesthetic differentiation of the library in the short story The Adventure of the Librarian by Józef Kallenbach and the painting Der Bu¨cherwurm (Bookworm) by Carl Spitzweg. The author tries to prove that The Adventure of the Librarian could be an epic ekphrasis to Spitzweg’s painting.
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