Book Fairs as Spaces of Cultural and Economic Negotiation: Cultural Policies of International Book Fairs and Their Guests of Honour

本研究项目探讨书展作为文化，政治，美学和经济谈判的空间，因为它们邀请国家，地区或城市作为主宾国的做法。为了形成对这一问题的比较视角，葡萄牙、法国和其他法语国家或地区完成了该项目最初选择的嘉宾国家，这些国家原本仅限于西班牙、墨西哥和德国。借助德国最重要的国际书展的机构接口（法兰克福书展），墨西哥（FIL Guadalajara）和西班牙（Feria del Libro de马德里和LIBER）-将项目第二部分的范围扩大到阿根廷（FIL Buenos Aires）和英语国家的一些博览会（伦敦书展，LéaLA洛杉矶）-，各自的图书市场和文学领域的干扰和相互作用被映射和解释。该项目由四个不同的部分组成，涉及三个总的研究路线。他们认为书展是社会和政治（A线）、美学（B线）和经济谈判的空间（C线）。第一个分项目（A行）提供了一个关于西班牙和拉美裔美国人的图书市场及其行为者的社会人类学研究，分析他们的制度化交流，自我代表的战略以及政治领域的行为者在国际书展的影响。第二个项目线B反映了贵宾多媒体表现的美学方面（国家展馆、伴随的展览和回顾、戏剧和音乐表演、图像电影等）。第三个分项目（C行）分析促进文化的战略和补助金（翻译赠款等）。以及官方文化机构和出版社在国际书展中从图书业文化多样性（“书目多样性”）的角度采取的营销策略。最后，该项目的最后一部分汇集了三个子项目的研究结果，以典型地反映1991年至2021年期间西班牙及其最具代表性的城市和地区在国际书展上的展示。这包括在国际书展上确定文化和文学营销领域的良好做法和有前途的战略，这些做法和战略也适用于西班牙以外的国家。

This research project examines book fairs as spaces of cultural, political, aesthetic and economic negotiation due to their practice of inviting countries, regions or cities as Guests of Honour. In order to develop a comparative perspective of this issue, Portugal, France and other French-speaking countries or regions have completed the project’s initial selection of guest countries originally limited to Spain, Mexico and Germany.By means of the institutional interface of the most important international book fairs in Germany (Frankfurt Book Fair), Mexico (FIL Guadalajara) and Spain (Feria del Libro de Madrid and LIBER) – widening the scope in the project’s second part to Argentina (FIL Buenos Aires) and some selected fairs in Anglophone countries (London Book Fair, LéaLA Los Angeles) –, interferences and interactions of the respective book markets and literary fields are mapped and interpreted. The project consists of four different parts, which are related to three general research lines. They consider book fairs as social and political (line A), aesthetic (line B) and economic spaces of negotiation (line C). The first subproject (line A) offers a socio-anthropological study on the Spanish and Hispanic American book markets and their actors by analyzing their institutionalized exchange, strategies of self-representation as well as the influencing of actors of the political field at international book fairs. The second project line B reflects upon aesthetic aspects of the multi-media representations by Guests of Honour (national pavilions, accompanying exhibitions and retrospectives, theater and music performances, image films etc.). The third subproject (line C) analyzes strategies and subventions for the promotion of culture (translation grants etc.) and the marketing strategies employed by official cultural institutions and publishing houses in the context of international book fairs from the point of view of cultural diversity (‘bibliodiversity’) in the book industries. Finally, the last part of the project brings together the findings of the three subprojects in order to paradigmatically reflect upon the presentations of Spain and its most representative cities and regions at international book fairs between 1991 and 2021. This includes the identification of good practices and promising strategies in the field of culture and literature marketing at international book fairs that are applica beyond the Spanish example, too.