Social Networks and Cultural Mediators: The Multiplexity of Personal Ties in Publishing

Abstract

This study explores the relational and affective aspects of personal ties of cultural mediators by means of in-depth interviews with Dutch book publishers. Through examining the affective side of publishers' personal networks, we contribute to understanding the role of cultural mediators—those in-between artists and consumers—and how they deal with the tensions between and the integration of culture and commerce in increasingly concentrated markets. Informal networking is not primarily based on sociality ties and mutual exchange, as is often assumed; instead, publishers use informal contacts to keep an eye on each other, they share communalities with authors in more private settings and they exchange specific content in more formal ways. Personal ties involve different loyalties and motives which elevate or increase tensions between career and conglomerate and between culture and commerce. We critically employ Grabher's typology to get more understanding of how cultural mediators deal with these tensions and the integration of culture and commerce and the creation of value. By moving beyond dichotomies of emotion–business and culture–commerce, we aim to contribute to a more nuanced understanding of the role of both networks and place in cultural industries.