The Economic History of the Book

A.Y. 2019/2020
9
Max ECTS
60
Overall hours
SSD
M-STO/08
Language
Italian
Learning objectives
The course aims to provide an historical analysis of books as objects and communication tools in different contexts, together with an examination of publishers' activities in different areas, with a focus on the economic and commercial ones. The course is designed to provide students with a long-term perspective for understanding current developments in the book world, including digital ones.
Expected learning outcomes
On successful completion of this module, students should be able to:
Describe the history of, and developments in, print culture.
Conceptualise, contextualise, and discuss the history of printed communication and its marketing planning models.
Understanding and contextualize the political economy of reading.
Describe and analyse the basic feature of printed materials.
Assess the relationship between printed communication and its social, cultural, economic and political context.
Critically analyse the development of digital libraries and their societal impact.
Course syllabus and organization

Single session

Responsible
Lesson period
Third trimester
ATTENDING STUDENTS
Course syllabus
Gutenberg and the invention of the printing-press. The spread of printing-press in Italy. The printing-press in Venice: reasons behind the success of Europe's first capital of book production. Technological aspects: the organization of work in the printing workshop. The distribution and sale of printed books: development of booksellers' networks. The fairs model vs the branch distribution model. The publishing mark and its protection. Book privileges: the political economy of states in the printed book sector. Aldo Manuzio and the humanistic publishing. The great dynasties of the European press. Demand and supply in the book world. The book shop and its management. The Index of Forbidden Books and the control of the printing sector. Publishing in Europe in the early modern age: the Plantin-Moretus dynasty. Books and knowledge society: how printed books changed the world (spread of Humanism; Reformation and Counter-Reformation; knowledge development in medicine, architecture, science...). The great publishers in the twentieth century. The contemporary publishing industry in Italy. Mass digitization of books (Google Books). E-books and reading in the digital era.
NON-ATTENDING STUDENTS
Course syllabus
Gutenberg and the invention of the printing-press. The spread of printing-press in Italy. The printing-press in Venice: reasons behind the success of Europe's first capital of book production. Technological aspects: the organization of work in the printing workshop. The distribution and sale of printed books: development of booksellers' networks. The fairs model vs the branch distribution model. The publishing mark and its protection. Book privileges: the political economy of states in the printed book sector. Aldo Manuzio and the humanistic publishing. The great dynasties of the European press. Demand and supply in the book world. The book shop and its management. The Index of Forbidden Books and the control of the printing sector. Publishing in Europe in the early modern age: the Plantin-Moretus dynasty. Books and knowledge society: how printed books changed the world (spread of Humanism; Reformation and Counter-Reformation; knowledge development in medicine, architecture, science...). The great publishers in the twentieth century. The contemporary publishing industry in Italy. Mass digitization of books (Google Books). E-books and reading in the digital era.
M-STO/08 - ARCHIVAL SCIENCE, BIBLIOGRAPHY AND LIBRARIANSHIP - University credits: 9
Lessons: 60 hours
Professor: Nuovo Angela Maria