Knižní obálka jako forma sémiotického a interkulturního transferu : na příkladu ilustrace obálky knihy Mcdonaldizace společnosti
| Title in English | A book cover as a form of semiotic and cultural transfer |
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| Authors | |
| Year of publication | 2010 |
| Type | Article in Proceedings |
| Conference | Bulletin Moravské galerie |
| MU Faculty or unit | |
| Citation | |
| Field | Mass media, audiovision |
| Keywords | mcdonaldization; globalization; media; media text; book cover; semiotic transfer; intercultural transfer |
| Description | The research subject in this study is the book cover of a Czech translation from English of a book by the American sociologist G. Ritzer The Mcdonaldization of Society (1993). The translation was published by the Prague publisher Academia in 1996 under the Czech title Mcdonaldizace společnosti. Translated by V. Topilová, the cover was designed by V. Fišerová. The author of the dominant art element of the cover, a painting in the role of an illustration, is O. Jelen. The study is based on the premise that the statement carried across by the book cover has both the form of a semiotic transfer, realized between two different media texts (a literary text and a book cover, and an intercultural transfer) taking place between twoo different socio-cultural space-times, the space-time of the author of the literary work and that of the authorof the book cover. The aim of the study is to reveal the contents that the cover carries in discourses approached as communication contexts and production systems. The study reflects the problem selectively in relationship to other covers of books by G. Ritzer, published in other language areas. It arrives at the conclusion that the book cover, as a tool of marketing communication,represents both semiotic and intercultural transfer, as well as a work of art offering an independent autonomous message irrespective of the content of the literary work. |