The Battle of the Brands

Romanian Literature Limping through the World

in Journal of World Literature
Restricted Access
Get Access to Full Text
Rent on DeepDyve

Have an Access Token?



Enter your access token to activate and access content online.

Please login and go to your personal user account to enter your access token.



Help

Have Institutional Access?



Access content through your institution. Any other coaching guidance?



Connect

Abstract

The international recognition of Romanian literature faces a double challenge: first, the limited circulation of the Romanian language; second, the small number of translations and the non-systematic branding that this literature has enjoyed so far. This article discusses (1) the meanings of “branding”; (2) the ways in which the nationalist imp keeps hindering the branding of Romanian literature abroad, and highlights the historical and contemporary shortcomings of the branding of Romanian literary texts and authors; and (3) the current state-of-affairs, followed by a scenario for future action. The last section suggests ways of improving this branding by piggybacking on the international success of Romanian cinema and on a few award-winning Romanian writers, but especially by attempting to help create a class of professional middle-persons (cultural managers, literary agents and advertising professionals) who would systematically promote Romanian literature.

The Battle of the Brands

Romanian Literature Limping through the World

in Journal of World Literature

Sections

Index Card

Content Metrics

Content Metrics

All Time Past Year Past 30 Days
Abstract Views 31 31 12
Full Text Views 16 16 6
PDF Downloads 3 3 2
EPUB Downloads 4 4 2