Adventures in Academic Advertising

Mirrlees_GEMI recently had the pleasure of providing a short promotional blurb for a colleague’s new book: Tanner Mirrlees’ Global Entertainment Media: Between Cultural Imperialism and Cultural Globalization (Routledge, 2013). It was interesting to observe the difference between what I supplied, and what they ended up using.

Here’s what I sent:

Comprehensive and tactically plain-spoken, Dr. Mirrlees’ cultural-economic study maps out the complex networks of production, consumption, and regulation that structure today’s culture industry, and offers a key for unlocking its meanings and functions in a neoliberal age dominated by neo-imperial corporations. In the process, this teachable text provides a primer – ideal for undergraduates – on key “macro” concepts in media and cultural studies, like discourse, globalization, intellectual property, and postcolonialism.

Here’s what they ran:

This teachable text provides a primer—ideal for undergraduates—on key ‘macro’ concepts in media and cultural studies, like discourse, globalization, intellectual property, and postcolonialism.

I’m not criticizing anybody, I just think the difference is interesting. (Also – note to self: you’re wordy!) And they ran the extended original on the book’s webpage. Publishers’ advertising and promotion people need a pretty free hand to work with what’s given: advertising is their expertise, it is so not mine. I just like contemplating the specific editorial moves involved here, and how they work to shift units, in this case an academic book.

And of course, Mirrlees’ book is very good, especially for its demystifying treatment of intellectual property, and its elaboration of theories of cultural imperialism.

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