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Fantasy and Personal Branding: Market Dynamics and Stylistic Integration of the Popular Literature

русская версия

Опубликовано на портале: 04-07-2012
Тематический раздел:
The article contains a review of the evolution of style and genres of mass literature as products of mass consumption. We identify two concurrent trends in the development of contemporary mass literature. First, there is a growing integration of the various genres of popular literature. Second, there is differentiation, accentuating a unique and original personality of the author. A stylistic platform for both tendencies is the genre of fantasy. This genre is close to a social mythology, and is able to deliver a non-trivial content of branding (narratives, themes and plots, legends, striking names).Thus, fantasy provides opportunities to effectively integrate the popular literature with artifacts and technologies of other cultural industries in particular, and economy of consumer
society in general.
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