Abstracts
Abstract
Publishing did not have independents enter self-discourse until the 1960s when media conglomeration created a need to distinguish other publishers from this network of corporate giants. But rather than decimating the independent publishing landscape, the corporate conglomeration of book publishing has opened a space for independent publishers to thrive (Simon and McCarthy, 2009; Schiffrin, 2001; Hawthorne, 2014, 2016; Kogan 2007, 2010), in part because of the social currency that positioning themselves as independent in discourse affords. In order to analyze the use, purpose, and meaning of independent in publisher discourse, this article conducts a content analysis on mission statements of 39 US-based independent publishers. Through content analysis of mission statements, this article illuminates the way that certain publishers construct a particular social function and marketing appeal by the use of independent in twenty-first century book publishing discourse in the US.
Résumé
Il a fallu attendre les années 1960 et l’avènement de grands conglomérats médiatiques pour voir les éditeurs indépendants, soucieux de se distinguer des géants de l’industrie, se « mettre en récit ». Loin de décimer les petits joueurs, ces conglomérats présents dans le monde de l’édition leur ont permis de prospérer (Simon et McCarthy, 2009; Schiffrin, 2001; Hawthorne, 2014; Kogan 2007, 2010), en partie en raison de la valeur symbolique que confère le fait de se présenter comme indépendants. Que veut dire « indépendant », quel but le recours à ce concept sert-il dans le discours que tient l’éditeur sur sa pratique? C’est sous cet angle que nous analysons l’énoncé de mission de 39 maisons d’édition indépendantes ayant leur siège aux États-Unis. Ce qui en ressort, c’est qu’en soulignant, dans leur discours, leur « indépendance », certains éditeurs actuels arrivent à se doter d’un attrait commercial et d’une fonction sociale particulière.
Appendices
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