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

这个研究项目将书展作为文化、政治、美学和经济谈判的空间，因为它们邀请国家、地区或城市作为贵宾。为了对这个问题形成一个比较的视角，葡萄牙、法国等法语国家或地区已经完成了项目最初仅限于西班牙、墨西哥和德国的嘉宾国的初步选择。通过德国（法兰克福书展）、墨西哥（瓜达拉哈拉书展）和西班牙（马德里书展和Libro书展）最重要的国际书展的制度接口——将项目第二部分的范围扩大到阿根廷（布宜诺斯艾利斯书展）和一些英语国家的精选书展（伦敦书展、洛杉矶文联展）——绘制和解释了各自图书市场和文学领域的干扰和相互作用。该项目由四个不同的部分组成，这涉及到三个一般的研究方向。他们认为书展是社会和政治（A线）、审美（B线）和经济谈判空间（C线）。第一个子项目（A行）对西班牙和西班牙裔美国图书市场及其参与者进行了社会人类学研究，分析了他们的制度化交流、自我表现策略以及政治领域参与者在国际书展上的影响。第二个项目线B反映了主宾（国家馆、伴随的展览和回顾、戏剧和音乐表演、影像电影等）的多媒体表现的美学方面。第三个子项目（C线）从图书行业的文化多样性（“bibliodiversity”）的角度分析了促进文化的战略和补贴（翻译补助金等）以及官方文化机构和出版社在国际书展背景下采用的营销策略。最后，项目的最后一部分汇集了三个子项目的研究结果，以范例的方式反映了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表现。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例子。

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.