Books and Mediatization in Social Networks: Publishing Communication Strategies during the Pandemic in Argentina

Abstract

This article explores the modalities of circulation and dissemination implemented by publishers operating in Argentina, paying particular attention to how mediatisation in social networks gained new momentum after the pandemic. It is productive to observe this phenomenon in order to reflect on publishing in this context as a field of production and reproduction of old and new inequalities, not only in terms of publication but also in terms of book circulation, as well as communication and dissemination. The corpus to be analysed comprises the results of a survey and analysis of information developed from the dissemination that the publishing houses carried out during the first months, between mid-March 2020 and the partial opening of bookshops with the directives of the national government, consisting of productions that publishers of different types carried out, as well as collectives focused on events such as book fairs. The article is based on a socio-anthropological analysis linked to digital ethnography.