Romance in foreign accents: Harlequin-Mills & Boon in Australia

McWilliam, Kelly (2009) Romance in foreign accents: Harlequin-Mills & Boon in Australia. Continuum: Journal of Media and Cultural Studies, 23 (2). pp. 137-145. ISSN 1030-4312


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: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: © 2009 Taylor & Francis. Published version deposited in accordance with the copyright policy of the publisher.
Faculty / Department / School: Historic - Faculty of Arts - Department of Mass Communication
Date Deposited: 20 May 2009 20:34
Last Modified: 06 Jan 2015 02:47
Uncontrolled Keywords: genre; romance genre; publishing; creative economy; creative branch
Fields of Research : 19 Studies in Creative Arts and Writing > 1904 Performing Arts and Creative Writing > 190402 Creative Writing (incl. Playwriting)
20 Language, Communication and Culture > 2002 Cultural Studies > 200206 Globalisation and Culture
20 Language, Communication and Culture > 2002 Cultural Studies > 200203 Consumption and Everyday Life
Socio-Economic Objective: C Society > 95 Cultural Understanding > 9501 Arts and Leisure > 950104 The Creative Arts (incl. Graphics and Craft)
Identification Number or DOI: 10.1080/10304310802710488

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