Romance in foreign accents: Harlequin-Mills & Boon Australia

McWilliam, Kelly (2010) Romance in foreign accents: Harlequin-Mills & Boon Australia. In: Cultural adaptation. Taylor & Francis (Routledge), Oxford, United Kingdom, pp. 31-40. ISBN 0-415-54343-6

Abstract

This article is broadly interested in the adaptation and circulation of the mass-market romance genre as one example of the publishing industry's production and distribution of cultural artefacts within and across national borders. To consider this, the article focuses on the most successful mass-market romance publisher in the world, Harlequin-Mills & Boon, to ask the following questions: how has Harlequin-Mills & Boon, but particularly its international expansion into and operation in 'foreign' markets, been key to the contemporary success of the genre? What are some of the key strategies of the publisher's adaptation of the genre to new national markets, particularly in terms of issues of generic repetition and difference? What can Harlequin-Mills & Boon's negotiation of one national market, namely the Australian market, reveal about these questions in more detail? And how has the Australian office's recent shift from importing international content to commissioning local content signalled a critical shift in its adaptation of the genre to the national market? Ultimately, this paper proposes that these changes signal the publisher's entree into the creative economy and the Australian office's shift away from being a branch office and towards being a creative branch.


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Item Type: Book Chapter (Commonwealth Reporting Category B)
Refereed: Yes
Item Status: Live Archive
Additional Information: Permanent restricted access to published version due to publisher's copyright policy. Print copy held in the USQ Library at call no. 303.483 Cul.
Depositing User: Dr Kelly McWilliam
Faculty / Department / School: Historic - Faculty of Arts - No Department
Date Deposited: 25 Mar 2011 05:47
Last Modified: 02 Feb 2015 23:16
Uncontrolled Keywords: genre; romance; literature; fiction; mass-market fiction; media
Fields of Research (FOR2008): 20 Language, Communication and Culture > 2001 Communication and Media Studies > 200104 Media Studies
20 Language, Communication and Culture > 2002 Cultural Studies > 200212 Screen and Media Culture
20 Language, Communication and Culture > 2001 Communication and Media Studies > 200102 Communication Technology and Digital Media Studies
Socio-Economic Objective (SEO2008): C Society > 95 Cultural Understanding > 9502 Communication > 950204 The Media
C Society > 95 Cultural Understanding > 9502 Communication > 950201 Communication Across Languages and Culture
URI: http://eprints.usq.edu.au/id/eprint/18439

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