عنوان

The Battle of the Brands

شماره

LA119425

زبان متن نوشتاري يا گفتاري و مانند آن

انگلیسی

عنوان اصلي

The Battle of the Brands

نام عام مواد

[Article]

نام نخستين پديدآور

Călin-Andrei Mihăilescu

محل نشرو پخش و غیره

Leiden

نام ناشر، پخش کننده و غيره

Brill

متن يادداشت

The international recognition of Romanian literature faces a double challenge: first, the limited circulation of the Romanian language; second, the small number of translations and the non-systematic branding that this literature has enjoyed so far. This article discusses (1) the meanings of "branding"; (2) the ways in which the nationalist imp keeps hindering the branding of Romanian literature abroad, and highlights the historical and contemporary shortcomings of the branding of Romanian literary texts and authors; and (3) the current state-of-affairs, followed by a scenario for future action. The last section suggests ways of improving this branding by piggybacking on the international success of Romanian cinema and on a few award-winning Romanian writers, but especially by attempting to help create a class of professional middle-persons (cultural managers, literary agents and advertising professionals) who would systematically promote Romanian literature. The international recognition of Romanian literature faces a double challenge: first, the limited circulation of the Romanian language; second, the small number of translations and the non-systematic branding that this literature has enjoyed so far. This article discusses (1) the meanings of "branding"; (2) the ways in which the nationalist imp keeps hindering the branding of Romanian literature abroad, and highlights the historical and contemporary shortcomings of the branding of Romanian literary texts and authors; and (3) the current state-of-affairs, followed by a scenario for future action. The last section suggests ways of improving this branding by piggybacking on the international success of Romanian cinema and on a few award-winning Romanian writers, but especially by attempting to help create a class of professional middle-persons (cultural managers, literary agents and advertising professionals) who would systematically promote Romanian literature.

تاريخ نشر

2018

توصيف ظاهري

41-49

عنوان

Journal of World Literature

شماره جلد

3/1

شماره استاندارد بين المللي پياييندها

2405-6480

اصطلاح موضوعی

20th-21st centuries

اصطلاح موضوعی

branding

اصطلاح موضوعی

nationalism

اصطلاح موضوعی

Romanian Literature

اصطلاح موضوعی

translation

اصطلاح موضوعی

World Literature

مستند نام اشخاص تاييد نشده

Călin-Andrei Mihăilescu

شماره بازیابی

10.1163/24056480-00301004

نام الکترونيکي

فرمت انتشار

p

نوع ماده

[Article]

کد کاربرگه

275578

سطح دسترسي

a

تكميل شده

Y