A Book Cover as an Expression of Conceptualization and a Tool of Social Identity Construction: The Interpretation Based on the Example of G. Ritzer’s book McDonaldization of Society

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Authors	PAVELKA Jiří
Year of publication	2013
Type	Article in Periodical
Magazine / Source	World Academy of Science, Engineering and Technology
MU Faculty or unit	Faculty of Social Studies
Citation
Web	http://waset.org/Publications?p=77
Field	Mass media, audiovision
Keywords	book cover; marketing communication; narrative structure; semiotic and intercultural transfer; social and cultural identity; McDonaldisation of Society
Description	The study is based on the assumption that media products are appropriate subjects for the exploration of social and cultural identities as a keystone of value orientations of their authors, producers and target audiences. The research object of the study is the title page of the book cover of a professional publication that serves as a medium of marketing, scientific and intercultural communication, which is the result of semiotic and intercultural transfer. The study aims to answer the question whether the book cover is an expression of conceptualization and a tool for social identity construction. It attempts to determine what value orientations and what concepts of social and cultural identities are hidden in the narrative structures of the book cover of the Czech translation of the book by G. Ritzer The McDonaldization of Society (1993), issued after the fall of the iron curtain in 1996 in the Czech Republic.