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Sandija Iesalniece. Books as Competitors of other Media “Roman zum Film” jeb grâmatas ..
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3) vor ein paar Wochen habe ich in einer Buchhandlungen eine Art
“Bedienungsanleitung” von Gertrud Teusen mit dem Titel “Partnersuche im
Internet. Per Mausklick zum Liebesglück” (Goldmann 2002) gesehen. Ein
Buch also.
Summary
Living in a world of total McDonaldization the consumer is affected by visual
stimuli to make a purchase decision; visual stimuli increasingly dominate the book
market as well.
One type of visual stimulus is a book–cover that establishes a straight link
between a book and a film, or a TV serial, based on a novel. It changes the relation
between literary work and film – the film becomes a primary product, with the literary
model a secondary one. In Germany publishers often use a specific slogan on
the book–cover: “Roman zum Film” (Film Book), implying that the book is somehow
an appendix to the film. Besides visual stimulation, publishers synchronize their
marketing activities with the screening of a film or TV serial.
Publishers and writers look for additional means to publicize their literary production,
such as web sites created after a site mentioned in a novel, or web games
based on the plot of the novel, or a web quiz. Internet elements are increasingly implemented
in the structure of a literary work – the narration has the structure of a web
site, with links and levels replacing chapters.
Despite this development there are instances indicating a reverse movement, i.e.
books are being published on how to search for a partner in the web, and digital
literature, initially published in the web, is subsequently published as a hard copy.
Kopsavilkums
Vispârçjâs “makdonaldizâcijas“ apstâkïos viena tâs izpausme ir vizuâlâ stimula
dominçðana un patçrçtâja mudinâðana âtram pirkumam; arî grâmatu tirdzniecîbâ
jâizmanto vizuâlie stimuli, lai grâmata nonâktu iepirkumu grozâ.
Viens no ðâdiem stimuliem ir grâmatas vâka dizains, kas rada tieðu saikni starp
grâmatu un pçc ðîs grâmatas motîviem uzòemtu filmu vai TV seriâlu. Tâdçjâdi
grâmata tiek pozicionçta kâ sekundârs, bet filma un TV seriâls – kâ primârs produkts.
Ðî parâdîba ir raksturîga gan Latvijai, gan Rietumeiropai, turklât Vâcijâ uz grâmatas
vâka nereti tiek dota tieða norâde: “Roman zum Film“, kas burtiskâ tulkojumâ nozîmç
“Româns pie filmas“ un liecina par perspektîvas maiòu, raugoties uz literârâ darba un
filmas attiecîbâm. Arî grâmatizdevçju mârketinga aktivitâtes tiek saskaòotas ar filmas
vai TV seriâla demonstrçðanas laiku.
Lîdzâs tam rakstnieki un grâmatizdevçji meklç iespçju „pievienot” literârajam
darbam “vçrtîbu“, piemçram, românâ minçto mâjas lapu no fikcijas pârvçrst realitâtç,
piedâvât pçc româna motîviem veidotu spçli internetâ vai konkursu ar iespçju laimçt