Polska literatura współczesna w intermedialnym uścisku. Wpływ strategii marketingowych i promocyjnych na percepcję czytelniczą

Abstract

The author of the article deals with the problems of position of a literary work in the new medial reality, in which the book becomes one of the products of the cultural industry. In her considerations, she refers to the proposals of the cultural theory of literature, since, as it is emphasized by the propagators of the intercultural vision of literary science from the Modern Cultural Studies Centre – literature is connected with a whole spectrum of extra-esthetic artifacts and phenomena. In the light of this theory, a literary text is one that is considered to be such by the community. The basic laws of economy are also significant. In a situation of high supply and low demand, advertising and promoting strategies are used even more often. Marketing activities are focused on the constant adaptation to the needs of the users, who become the crucial point of all reference. In this context, the author discussed the works by Jerzy Pilch, Dorota Masłowska, and Janusz L. Wiśniewski. The quoted examples show that the literary-medial marriage of convenience is well, and futile are the efforts of those who would like to see a divorce soon. The dependence of literature on the sphere of the media and on all the technological achievements that enable fast exchange of information and effective communication will only grow stronger.