BOOKS AS FASHION ACCESSORIES: PARATEXTS AND TRANSLATION

Authors : İrem Ceren DOĞAN

Pages : 208-220

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Publication Date : 2023-03-31

Article Type : Research Paper

Abstract :The rise of media culture in the 21st century paved the way for images to come to the fore. This rise is especially noticeable through more visible channels. Recently, it has been observed that commodities are rendered more visible through social media and the fashion industry. In this context, literary works come into prominence with various media spectacles. These works, which emerged as cultural consumption products, express various tastes as part of the \`society of the spectacle\`. To understand the social dynamics of this century, the research on definitions and dynamics done by researchers such as Guy Debord, Lev Manovish, and Pierre Bourdieu is utilized. The starting point of the debate is the headlines of fashion magazines in which books are considered fashion accessories in the light of “the society of the spectacle”, “aesthetic society” and “cultural capital” terms. In this context, the factors that are effective in the process of books being a part of fashion are examined. As books as complementary accessories are directly associated with the contents of the book covers and their designs, the notion of \`paratext\` put forward by Gerard Genette is utilized in the frame of translated literature. Since the front and back pages of the books are considered paratexts, the cover design, especially for translated literature, is considered as a crucial aspect as well as their literary value. The only focus of this study is not on the front covers of the books. It is also scrutinized that the visibility of the translated literature enabled by the fashion industry and social media reflect certain tastes and preferences of the individuals. In addition to the reflection of these preferences on the cultural capital of the customers, the effect ofün the sales and marketing of the books is also examined.
Keywords : moda, çeviri, yanmetin, kültürel tüketim