Izdati i opstati

Znanstvena monografija Izdati i opstati spada u rijetko analizirano polje izdavačkih studija. Riječ je o tome da se razmatraju nove okolnosti u komunikacijskom krugu knjige koju je inicirala povećana produkcija tekstova te ih je uvođenje e-izdavačkih poslovnih modela još i ubrzalo. Oslanja se na dobivene podatke iz slovenskog i svjetskog tržišta knjiga te ih interpretira putem spoznaja suvremene sociologije književnosti.
U zadnjim se godinama uspostavljaju novi poslovni modeli koji pokušavaju nadomjestiti smanjivanje dohodaka zbog smanjenog plaćanja na tržištu, a mijenja se i ekonomija pozornosti – s djela se seli na autora. Autori postaju nositelji simboličnog kapitala koji svom djelu osiguravaju medijsku pozornost, uporabu te, najzad, i tržišni udio. Primjena trgovinske marke spisatelja u drugoj se polovini XX stoljeća zgušnjava: počinje rasti značaj književnih nagrada, povećava se broj čitateljskih nastupa i festivala, spisatelji sve više postaju medijske ličnosti.
Studija utvrđuje kako novi načini uporabe književnog sadržaja svakom novom djelu osiguravaju i nova pitanja te odgovara na neka od tih pitanja, čime ocrtava i opstoj knjige kao komunikacijskog formata kakvog možemo očekivati u bližoj budućnosti.

If works of art were hard to access in the time prior to technological inventions which accelerated its mediation, the relationship between the creator of art and its user became smoother by invention of print. This continued with the invention of film, radio, television and finally changed with the possibilities of internet exchange. More and more cultural contents are now accessible to the user as soon as the creation is completed – which, among other things, also results in the disappearance of their visibility.
In recent years, new business models are being set up to compensate for the loss of income due to a reduced income from the market, and the economy of attention is also changing – it moves from the work to the author. Authors become carriers of the symbolic capital which provides their work with media attention, use and, last but not least, a market share. The name brand of the writer is on the rise in the second half of the 20th century: the importance of literary awards rises, the number of readings and festivals increases, writers are increasingly becoming media personalities.
This book is contemplating on changed relationships in increased production and reduced use of (especially literary) book contents. It is based on the accessible data of the Slovenian and world book production, as well as on personal experience. It identifies how the new ways of using various book contents bring new questions to each and every new work – questions that influence all the future readings.

Monografija je prevod knjige Izdati in obstati avtorja Andreja Blatnika in je izšla v sozaložništvu Ksenije Premur in Založbe Univerze v Ljubljani.