POLITICAL IMPLICATIONS OF BOOKS ПОЛИТИЧЕСКИ УПОТРЕБИ НА КНИГАТА Милена Цветкова Milena Tsvetkova milenaic@uni-sofia.bg Sofia University "St. Kliment Ohridski" Faculty of Journalism and Mass Communication Department of Press Journalism and Book Publishing
Summary: The article explores and summarizes a trend in the modern political behavior – the offensive movement of books and book events as a political and PR instrument, the revival of the classic political usages of book and reading as prestigious cultural practices. Applied is the method of political bibliology containing the main thesis about the key role of media and particularly of the book in the political dramaturgy during the whole human history. What is shown is the active interest of political subjects in writing, publishing and giving books as gift. The author also draws/maps out a direct relation between political and ideological wars and publication of a particular type of PR or scandalous books. The analysis makes the distinction between two major types of books which play a central role in national and international political relations – opportunistics (conformist) and contestaions (radical) books. The result is a working spectrum version of fourteen “political-type”-books: necessary books; image books; books-to-reputation; books-fetishes; books-presents; books-diplomats; bookproject or program book; book-cause; book-alibi; book-revelation; book-compromiser; bookbait; book-firework; propaganda(PR)-books. Key words: book, reading, politics, book of/for politicians, reading of politicians and celebrities, political bibliologie, book typology, PR with books, “bestseller management”, “book diplomacy” Резюме: Статията проучва и обобщава една тенденция в модерното политическо поведение - настъпателното придвижване на книги и книжни събития като политически и PR инструмент, възраждането на класическите политически употреби на книгата и на четенето като престижна културна практика. Използва се методът на политическата библиология, в която основната теза е ключовата роля на медиите и в частност книгата в политическата драматургия през цялата човешка история. Разкрива се активния интерес на политическите субекти към писането, издаването, подаряването на книги. Установена е и пряка връзка между политическите и идеологическите битки (войни) и публикуването на определен тип PR или скандализиращи книги. Анализът позволява да се открият два основни