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Jak se vám líbí. Komunikační strategie českých beletristických nakladatelství

100%
Kirkosová K.
Slovo a smysl - Word & Sense
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2018
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vol. 15
|
issue 30
128-144
EN
In this paper, I focus on the changed dynamics of the book publisher-reader relationship. I built my argument on the assumption that, in parallel with socio-technological changes, the previous role of book publishers as necessarily invisible workers of Literature has changed. In newly defined public arenas on social networks, publishers discuss their books with readers, share their successes, challenge and persuade each other. The present study is of qualitative design with regard to data and analytical procedure used. That is, I work with pictures and conversations from book publishers’ official profiles on Facebook, as well as information gathered by semi-structured interviews with publishing professionals. In my analysis, I assess the proportion of personalized photos, investigate various ways books are presented, and focus on how publishers address their readers lexically. I offer interpretation regarding which publishers’ strategies could be read as a sign of literary discourse marketization, or its democratization, and why.
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Subkultura kulturních kreativců a alternativní životní styl v Pravém domácím časopisu

80%
Kolářová M.
Český lid: etnologický časopis (Český lid: Ethnological journal)
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2019
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vol. 106
|
issue 1
85-105
EN
The paper focuses on Czech alternative lifestyles and subcultures that cannot be defined by music and youth, hence using the concept of cultural creatives (Ray – Anderson 2000). This subculture has been formed by a convergence of social movements and countercultures since the 1960s. Based on a qualitative media analysis of Czech alternative lifestyle magazine (Pravý domácí časopis – Real Homemade Magazine) which represents and co-creates alternative lifestyles and values with focus on environmental, spiritual and women’s issues, the author looks for linkages of specific lifestyles and practices. They are united by values and principles, such as: turn to nature, freedom and autonomy, and change of consciousness. Also, the issues of collective identity, community and neo-tribes, are addressed.
CS
Text se zaměřuje na alternativní životní styly a subkultury v Česku definované jinak než vztahem k hudbě a mládeži a využívá při tom koncept subkultury kulturních kreativců (Ray, Anderson, 2000), který souvisí s konvergencí sociálních hnutí a kontrakultur od 60. let minulého století. Na základě kvalitativní mediální analýzy alternativního lifestylového časopisu (Pravý domácí časopis), který reprezentuje a utváří alternativní životní styly spojené s environmentální, spirituální a ženskou orientací, hledá spojnice jednotlivých životních stylů a praktik. Jsou to především hodnoty a principy: obrat k přírodě a přirozenosti, svoboda ve smyslu autonomie a změna vědomí. Analyzuje také povahu kolektivní identity, komunit a kmenů, v rámci kterých se potkávají lidé reprezentovaní na stránkách časopisu.
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