Intellectual Marketing of the Editorial of the ‘Arcana’ Magazine in the Fight for Foreign Reader
The Arcana magazine, published in Krakow (Poland), is one of those few periodicals, that see the inviolability of the traditional management of a paper political and literary magazine as the salvation of national conservatism, which, in their opinion, preserves the mental health of political nation...
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| Format: | Article |
| Language: | English |
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Igor Sikorsky Kyiv Polytechnic Institute
2023-10-01
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| Series: | Технологія і техніка друкарства |
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| Online Access: | http://ttdruk.vpi.kpi.ua/article/view/296564 |
| Summary: | The Arcana magazine, published in Krakow (Poland), is one of those few periodicals, that see the inviolability of the traditional management of a paper political and literary magazine as the salvation of national conservatism, which, in their opinion, preserves the mental health of political nations. Originating in discussions about the place of an intellectual person, a developed person, a modern person in the modern globalizing world, the editors came to the conclusion, that the formation and subsequent orientation of their own commercial discourse towards a certain ‘universal’ reader, who will definitely and everywhere (in his national topos) be the same to understand the proposed material is erroneous: the ethnic and political-national self-identification of citizens of other countries will be an obstacle to the magazine’s invasion of ‘foreign territories’. Therefore, Polish national conservatism must be mimicked on its pages so that foreign readers perceive it as their own, inseparable from the modes of personal national mentality. The result of such a managerial paradigm was the appearance on the pages of the publication of popular scientific materials, that were interesting for a citizen of a particular territory (as well as for a Pole), however, in each such publication there is an invisibly present spirit of polskości, forcing the foreign consumer to form a personal attitude towards the ideology of the Polish conservatism.
The article examines in detail the methodology of editorial management of the journal of Polish conservatism ‘Arcana’ in the paradigm of the struggle for foreign (non-Polish) readers and subscribers. Specific examples illustrate the successes and difficulties of such an editorial policy.
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| ISSN: | 2077-7264 2414-9977 |