Branding the Literary Award: The Man Booker Prize for Fiction 2014-2017
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2018-06-15
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en
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This thesis examines the Man Booker Prize for Fiction’s branding since the Booker Foundation’s announcement to include all English fiction published in the United Kingdom in the award. Scholars have overlooked the opportunity to discuss the prize’s branding ever since its establishment in 1969. Instead, they have focused on the award’s identity, or identities, as it was the only prize that was exclusively open to British, Commonwealth, Irish and Zimbabwean authors. The Booker trustees’ aim to transform the prize’s brand from a British or Commonwealth award to a global one in 2014 backfired. They wanted to put the spotlight on the English language and the nominated novels and move away from the focus on the authors’ nationalities. The trustees, however, continued to emphasize the nominees’ ethnic backgrounds in the longlist, shortlist, and winner announcements throughout 2014-2017. This prohibited the company from conveying its new global brand to its audience.
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Faculteit der Letteren