Advertising the Self in Renaissance France: Authorial Personae and Ideal Readers in Lemaire, Marot, and Rabelais (The Early Modern Exchange) (Hardcover)

Advertising the Self in Renaissance France: Authorial Personae and Ideal Readers in Lemaire, Marot, and Rabelais (The Early Modern Exchange) By Scott Francis Cover Image
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Description


Advertising the Self in Renaissance France is a study of how authors and readers are represented in printed editions of three major literary figures of the French Renaissance: Jean Lemaire de Belges, Clément Marot, and François Rabelais. Print culture is marked by an anxiety of reception that became much more pronounced with increasingly anonymous and unpredictable readerships in the sixteenth century. To allay this anxiety, authors, as well as editors and printers, turned to self-fashioning in order to sell not only their books, but also particular ways of reading. They advertised correct modes of reading as transformative experiences that helped the actual reader attain the image of the ideal reader held up by the text and paratext, experiences provided by selfless authors. Thus, authorial personae were constructed around the self-fashioning offered to readers, creating an interdependent relationship that anticipated modern advertising.

Published by University of Delaware Press. Distributed worldwide by Rutgers University Press.
 

About the Author


Scott Francis is Assistant Professor of Romance Languages at the University of Pennsylvania.
Product Details
ISBN: 9781644530061
ISBN-10: 1644530066
Publisher: University of Delaware Press
Publication Date: April 10th, 2019
Pages: 288
Language: English
Series: The Early Modern Exchange