“Comment on a trouvé le moyen de tirer profit des livres”: Marketing and Advertising Books in 17th-Century France
Despite the fixed and narrow sensibilities we associate with French Classicism, the second half of the 17th century in France was, in fact, an age of striking cultural ferment, which redefined the nature of literature. Nowhere was this more apparent than in a vibrant new book market, reflecting rapidly expanding publics (both print and theatre), the central role of women in cultural life, and fashion as a fundamental cultural and marketing paradigm. This talk examines the new products, innovative uses of the book and resulting quarrels that shaped and defined this market, in order to explore new approaches to early modern French literature. The talk will be in English.
Christophe Schuwey is maître assistant at the University of Fribourg, Switzerland and developer in digital humanities at the University of Lausanne.