Book publicists and the labour of cultural intermediation

Abstract

ABSTRACT Book publicists are important intermediaries in generating earned media attention, creating discoverability opportunities, and getting new books into the hands of potential readers. Despite their important function in book culture, publicists’ labour in producing and framing value in the book industry is often rendered invisible in the industry and scholarly literature, which we trace back to field-defining conceptual models, particularly Robert Darnton’s Communications Circuit (1982). This article draws on interviews with eight Australian publicists to make visible, interrogate, and explain the material and symbolic labour involved in the affective relationship-building and cultural framing work of publicity. This article explores publicists’ day-to-day work, their relationships with authors, colleagues and the media, and publicity’s function in contemporary book culture. Book publicists are important cultural intermediaries: they are integral to the economic and social contexts of publishing, and influence and shape cultural tastes and value through strategic promotional work, resulting in considerable effects across the domains of production and reception.