Vol.:(0123456789)
Neohelicon (2023) 50:133–153
h ps://doi.o g/10.1007/s11059-023-00690-0
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S a egies o  ansna ional p ojec ion
h oughin e na ional book ai s
M.Ca menVilla inoPa do1
Accep ed: 28 Ap il 2023 / Published online: 15 June 2023
© The Au ho (s) 2023
Abs ac
The ollowing a icle aims o analyze he p ojec ion and ep esen a ion o li e a y
sys ems in some o he main in e na ional book ai s (IBF) a p esen , based on
heo e ical-me hodological p oposals om he Sociology o Li e a u e and Cul u e
(Bou dieu in ARSS 145, 3–8, 2002; Sapi o T ansla io. Le ma ché de la aduc ion
en F ance à l’heu e de la mondialisa ion, CNRS Édi ions, 2008; E en-Zoha , Poli-
sis emas de Cul u a. Labo a o io de in es igación de la cul u a, 2017). We begin
wi h he hypo hesis o conside ing IBFs as places o he acquisi ion o capi al (li e -
a y, cul u al, economic and symbolic) and o nego ia ing s uggles o posi ions o
g ea e o lesse cen ali y in he ansna ional li e a y ield and in he wo ld publish-
ing ma ke , and in e ms o he image o coun ies, cul u es, o ci ies. In hose IBFs
o e ing he posi ion o Gues o Hono , his becomes a p i ileged oppo uni y— o
go e nmen s, ins i u ions and di e en ac o s in ol ed in he book chain— o he
in e na ional p ojec ion o he image o a coun y, cul u e, ci y o li e a y sys em.
Di e en s a egies o cul u al and li e a y p omo ion in his wo ldwide scena io o
symbolic goods will be discussed, wi h special a en ion o he case o B azil (con-
as ed, pa ly, wi h ha o Spain).
Keywo ds In e na ional book ai s· So powe · Gues o hono · T ansna ional
p ojec ion· Cul u e
In e na ional book ai s
The ecen challenges a ising om globaliza ion and in e na ionaliza ion phenom-
ena and he inc easing speci ic weigh —also quan i iable a a ious le els (Ca asco
A oyo, 2006)— ha cul u e has come o ha e in hese p ocesses, e eal a (g owing)
in e es sha ed by many coun ies and ci ies in ma e s o inno a ion, ins i u ional
s eng hening, en ep eneu ship, cul u al di e si y, and sus ainable de elopmen .
* M. Ca men Villa ino Pa do
ca men. illa [email p o ec ed]
1 G upo Galab a-Uni e sidade de San iago de Compos ela, San iagodeCompos ela, Spain
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Linked o his a e he cul u al and li e a y e en s we call es i als/celeb a ions
and book ai s. These a e ac i i ies in which he li e a y, cul u al, and economic
sphe es con e ge in spaces—usually u ban— ha seek singula iza ion and p ojec-
ion s a egies. Academic in e es in hei analysis has inc eased signi ican ly in he
cu en cen u y.1 (D iscoll & Squi es, 2020; Flood, 2007; Gio gi e al., 2013; Ma -
ínez Teje o, 2019; Sapi o, 2016; Villa ino Pa do, 2022).
In his a icle we will ocus on In e na ional book ai s (IBF). In o de o obse e
and o y o be e unde s and hese ypes o e en s ha Gus a o So á desc ibed as
“complex e en s” (2004, p. 58). In ecen yea s he e ha e been c i ical ad ances
om di e en a eas o knowledge such as an h opology and e hnog aphy (So á,
2013); his o y, li e a u e and sociology (Bossha d & Ga cía Naha o, 2019; Villa-
ino Pa do e al., 2021); and, mo e speci ically, om he sociology o cul u e and
li e a u e, whose pe spec i es a e adop ed he e.
In se e al o hese s udies he e a e p oposals o de ine wha IBFs a e (Weidhaas,
2011, p. 201) and e en a emp s o classi y hem (U ibe Sch oede , 2012; Villa ino
Pa do, 2021) acco ding o he pe spec i e o p o essional ield o he au ho and
he momen in which hey a e published. Acco ding o some o hese app oaches,
an in e na ional book ai (IBF) is a pe iodic e en “in a concen a ed space” (UNE-
SCO, 2010, p. 119) ha b ings oge he he mul iple ac o s o he book chain. A he
same ime, hey a e mee ings ha “p o ide an ideal oppo uni y o ma ke esea ch”
(Owen, 2008, p. 103), in addi ion o being a space whe e “di e en kinds o alues
a e p oduced, nego ia ed, and ansac ed” (Moe an & S andgaa d Pede sen, 2011, p.
2). They hemsel es con igu e a “ i ual,” gi en ha hey a e “ex ao dina y mani es-
a ions in ela ion o he hy hm o daily ac i i y” (So á, 2004, p. 64).
In a special epo o he In e na ional Publishe s Associa ion (IPA), The u u e o
Book Fai s (2015) i is no ed ha “book ai s come in all shapes and sizes, a ac ing a
a ie y o publics and se ing di e en pu poses” (IPA, 2015, p. 2). I is wo h keep-
ing in mind ha IBFs ha e unde gone impo an changes de i ed om new modes
o ci cula ion and ansna ional business (in pa icula wi h ega ds o he ebook and
digi al phenomena), o communica ion—especially linked o new echnologies, o
ac i i ies—opening up spaces o new conce ns (sexual di e si y, eminisms, unc-
ional di e si y and disabili y, en i onmen , blogge s, book ube s, books ag amme s
y book oke s2 e c.), and o celeb a ion— undamen ally in he (pos -) COVID-19 e a.3
1 Moe an & S andgaa d Pede sen (2011, p. 2) ecall ha hese mee ings ha e been, un il a ew yea s
ago, widely igno ed in he academic ield (especially in ields such as economics, an h opology, sociol-
ogy and managemen ).
2 As a sign o hei abili y o in luence ce ain consume s, he las edi ion o he F ank u e Buchmesse
(Oc obe 2022) eamed up wi h Tik Tok (whe e he #BookTok hash ag is inc easingly p esen ) as one o
i s pa ne s.( h ps:// aco a . link/ ZFo0l . link/ZFo0l ); and, in Ap il o he same yea , he IBF o Buenos
Ai es upda ed he name o i s “In e na ional Book ube s Mee ing” o “In e na ional Book luence s Mee -
ing” o adap o he di e en social ne wo ks in which, especially young audiences, app oach and ecom-
mend books (h ps:// aco a . link/ BwM7Wz).
3 In 2020 and a e he pandemic was decla ed o COVID-19, he di e en o ganiza ions o he main
IDF decided, by a majo i y, o cancel hei espec i e ace- o- ace edi ions and mo e hei celeb a ions
o he digi al en i onmen , h ough hei websi es. Se e al examples o p oposals o esol e he si ua ion
ha e been analyzed by Sabogal (2020) who, in Oc obe 2020, summa ized he o deal expe ienced by he
di e en IDF as ollows: “A swinging doo be ween he physical and i ual wo lds [...] They ha e been
unde going a me amo phosis on he ly o he las six mon hs.”
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S a egies o  ansna ional p ojec ion h oughin e na ional…
Thus, in ecen yea s, we obse e how in addi ion o he well-known models inau-
gu a ed by he F ank u e Buchmesse and he Salon du Li e de Pa is4 o in i ing
coun ies as hono ees o each edi ion o hese e en s o o celeb a ing “ hemes”
(Bossha d & Ga cía Naha o, 2019; Galanes San os, 2021; Muniz Júnio & Szpil-
ba g, 2016; So á, 2013; Weidhaas, 2011), he e a e se e al ai s—Salon du Li e de
Pa is/Li e Pa is, he IBF o Buenos Ai es and, in some speci ic case, he IBF o
Guadalaja a— ha ha e opened an impo an exhibi ion space o p esen new sub-
jec s as gues s o hono . I is, in a way, an ins umen o ebalance posi ions in he
ansna ional sphe e as well as o pe o m o he ypes o unc ions (So á, 2021, p.
43).
Thus, an explici in i a ion is ex ended o:
(a) a cul u e: as is he case, o example, o “Ca alan Cul u e” when i was awa ded
his dis inc ion a he IBF Guadalaja a 2004 and F ank u 2007;
(b) an au onomous communi y/ egion (and i s cul u e): such as he cases o he
Spanish communi ies o Andalusia (2006) and Cas illa León (2010) a he Gua-
dalaja a IBF;
(c) o “ hemes,” en i ies o collec i es o di e se na u e: wi h he examples o “La in
Ame ica” a he Guadalaja a IBF in 2016 o “Eu ope” a Li e Pa is 20195; and,
(d) speci ically and mo e ecen ly, o a ci y. This has been he s ance, since 2011, o
he Salon du Li e de Pa is/Li e Pa is (in pa allel celeb a ing coun ies o o he
ca ego ies, un il 2019); o he IBF o Guadalaja a in i s 2009 (Los Angeles) and
2017 (Mad id) edi ions; and, in a cen al way, o he IBF o Buenos Ai es since
2013.
As we know, in e na ional book ai s a e nume ous and expensi e (Owen, 2008,
p. 106); he e o e, each subjec (indi idual o collec i e) o en i y (public o p i a e)
mus analyze and selec he one(s) ha bes i (s) i s p o ile and possibili ies acco d-
ing o he momen , and he objec i es and s a egies i can de elop. The e o e, p o-
essionals in he book chain specialized in he sale and pu chase o igh s end o op
o hose in which he economic dimension o he book indus y is a p io i y—wi h-
ou neglec ing o he capi al a s ake (symbolic, cul u al, and li e a y)—and which
ha e speci ic places o his pu pose (Owen, 2008). Ins i u ions (public and p i a e)
and policy make s mus also make choices when deciding on he pa icipa ion o
a coun y, a cul u e/communi y, o a ci y in a ai (Dujo ne & So á, 2010; S ella,
2020; Villa ino Pa do, 2022) and, abo e all, i i includes he dis inc ion o gues o
hono gi en i s in e es in cul u al p omo ion and in e na ionaliza ion ac ions (cul-
u al and edi o ial). F om he analysis o In e na ional Book Fai s—as a heo e ical
objec o as an objec o ieldwo k—a ises he hypo hesis o conside ing how he
4 A o ma ha has been ans o med, no only in name—Li e Pa is since 2016—bu also in he e en
i sel . In 2022, and a e wo yea s o cancella ions, i e u ned wi h a di e en o mula and emphasis:
Fes i al du li e de Pa is (h ps:// www. es i aldu li e depa is. /).
5 And, in 2023, a he Guadalaja a IBF as well.
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IBFs hemsel es cons i u e, o a la ge ex en and by hemsel es, ypes o ephem-
e al/ empo a y ci ies (Villa ino Pa do, 2022, p. 186) ha a e a e in eg a ed in o he
dynamics o a ci y (Ba celona, Bogo a, Bologna, Buenos Ai es, F ank u , Guadala-
ja a, London, Mad id, Pa is, São Paulo, Shanghai, Sha jah, e c.).
We a e in essence dealing wi h Ci ies ha , in u n, a e hos ed wi hin ci ies ha
hey make isible in hei names hemsel es (also as pa o a ci y b and), and wi h
which hey dialogue h ough pa o hei cul u al p og am. This is mainly isible
in he case o he gues s o hono (GoH) and when he p og am goes ou side i s
ai g ounds and in o he ci y ha hos s i . And also, o p ima y impo ance, is he
economic impac hey gene a e on ha ci y/ egion, linked o he book indus y and,
du ing he pe iod o he ai , o a ious economic and ou ism sec o s. The la e
aspec s, o example, ha e been explici ly highligh ed in he I In o me económico
sob e las dimensiones de la Fe ia in e nacional del lib o de Buenos Ai es (Fi s
Economic Repo Buenos A es In e na ional Book Fai , 2020),6 commissioned by
he Fundación El Lib o (h ps:// aco a . link/ Xc30O7) in he las p e-COVID-19 edi-
ion. In he (pos )pandemic pe iod, hey ha e also been e iden in o he cases: om
he di ec appeal o he hos ci y made by he so-called “Special Edi ion” (2020) o
he F ank u e Buchmesse on i s websi e7 o he impac expe ienced in he a ious
sec o s o hese ci ies due o he cancella ions o IBF in i s ace- o- ace o ma in
2020 (h ps:// aco a . link/ GJDTuZ).
These e en s —mainly in hei no mal ace- o- ace e sions—a e a mee ing
place, a di e en le els, o he a ious agen s o he book ecosys em gi en ha , as
he 2017 In e na ional Publishe s Associa ion (IPA) epo ecalled, “book ai s a e
a momen whe e many c ea i e p o essions con e ge” (IPA, 2017, p. 3). In hei in-
pe son o ma he IBFs ga he oge he (and i would be necessa y o deeply analyze
how he models ha eme ged in he ha des pe iod o he COVID-198 pandemic
ha e been adap ed) elemen s ha ecall he dynamics and spaces o a ci y (Villa-
ino Pa do, 2022, p. 187), e en in e ms o hei own o ms o sociabili y (Vila-
San Juan, 2007, p.103-110) de i ed om he ace- o- ace mee ing “in he place”—
in he case o p o essionals, a e weeks/mon hs o con ac s and wo k, and “ o he
6 The Repo de ails he expenses de i ed om he o ganiza ion o he A gen ine ai —in he 2019 edi-
ion—and poin s ou ha “The main economic bene icia y o hese i ems is he Ci y o Buenos Ai es
i sel .” He also s esses ha , wi h he model o holding he IBF up o ha momen : “The e is also a ben-
e icial in e na ional impac o he whole coun y, since when a ai is placed in a p ominen and p es ig-
ious way on he wo ld calenda , he na ional iden i y image is ein o ced. And i has an in angible esul ,
di icul o measu e” (h ps:// aco a . link/ Xc30O7).
7 “All oge he now—On ai . A he ai . In he ci y” (h ps:// aco a . link/ xNmo5 (19/11/2020).
8 Fo example, he cancella ions o he Buenos Ai es IBF edi ions in 2020 and 2021, o example, ha e
led o a g ea e p esence o digi al con en on i s websi e (h ps:// www. el- lib o. o g. a /). In he case o
he Guadalaja a IBF, o he i s ime in i s his o y, a “special online edi ion” was chosen (h ps:// www.
il. com. mx/ in i ado/ 2020. asp). Fo he F ank u e Buchmesse i in ol ed, among o he inno a ions, he
c ea ion o he F ank u Righ s pla o m (h ps:// ank u igh s. com/-) in which he websi e Books om
Spain was included.
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S a egies o  ansna ional p ojec ion h oughin e na ional…
mee ing”9—which includes pa ies a he enue. Thus, he edi ions ollowing he
oughes pe iod o he pandemic by COVID-19, wen om mo e es ic ed edi ions
(in numbe o in-pe son pa icipan s, ac i i ies and olume, in 2021) o o he s ha
ha e been g adually eco e ing pa o hei p e ious numbe s—as e idenced in he
ecen F ank u e Buchmesse in 2022, whose pa icipa ion was es ima ed o be 30%
lowe han in 2019 (Al a es, 2022a).
Cul u al p omo ion and hes a us o gues o hono (GoH) a IBF
In ecen decades, cul u e has been occupying a cen al ole in he deba es and con-
ce ns o specialis s in inc easingly b oade ields, as well as in he p og ams and
epo s o nume ous ins i u ions o a na ional and in e na ional s anding. In his
pape we adop a b oad pe spec i e o cul u e ha includes, as he Decla ación de
México (1982) ecalls, “in addi ion o he a s and le e s, ways o li e, undamen al
human igh s, alue sys ems, adi ions and belie s” (UNESCO, 1982, p. 1). As I a-
ma E en-Zoha no es, in “ he concep ion o cul u e as ools, cul u e is conside ed
as a se o ools o he o ganiza ion o li e, a bo h he collec i e and indi idual
le el” (E en-Zoha , 2017, p. 77). And a documen published by he Cen o Regional
pa a el Fomen o del Lib o en Amé ica La ina y el Ca ibe ( he CERLALC, 2018),
José Diego González poin s ou ha “in e na ional book ai s ha e become cul u al
ac i i ies o an undeniable bene i o ci izens” (González, 2018, p. 9).
The isibili y o coun ies, cul u es o ci ies in ce ain IBFs—a leas in mod-
els such as hose o F ank u , Buenos Ai es, Guadalaja a, Libe Mad id/Ba celona
o he Salon du Li e de Pa is/Li e Pa is—is associa ed wi h cu en s a egies in
he ield o cul u e (and especially cul u al policies10) gea ed owa ds omen ing and
di e en ia ing hem a he in e na ional le el. As we shall see, hese a e abo e all
“b anding” s a egies ha ha e become a ool o cul u al diplomacy and so powe
(as de ined by Nye, 2008). I is wo h bea ing in mind, acco ding o Mo illo (2019,
p. 3), ha “ oday he b and is one o he mos alued asse s, no only by companies
and o ganiza ions, bu also by ci ies and coun ies.” Coun ies (and inc easingly, ci -
ies) compe e (beyond symbols o images) o achie e a epu a ion, o be a ac i e,
i.e., “se ing in angible alues” (Mo illo, 2019, p. 4), o di e en ia e among hem-
sel es and, among o he hings, o gene a e a p ide o belonging among hei inhab-
i an s. A his poin , we ask ou sel es he ollowing ques ion: who is mo e in e es ed
in he dis inc ion o gues o hono a an IBF, he ai i sel o he hono ed subjec ?
I we look, o example, a he case o he IBF o Buenos Ai es, wi h mo e han ou
9 A e wo yea s o absences due o he pandemic, one o he Spanish publishe s (Luis Solano, om
Lib os del As e oide) e lec ed on he ma e and summa ized, in pa , a gene alized opinion: “ he e is
he unce ain y o whe he i is wo h i o no , [...]. Bu i is s ill e y impo an o be he e, he e a e
edi o s wi h whom you mee once o wice a yea and one o hem is he e. I ’s some hing I miss and i ’s
in e es ing. The e a e many hings ha can occu o e a co ee, in a hallway” (Al a es, 2022b).
10 Rega ding his issue o Ibe o-Ame ica, see Dujo ne (2022).

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decades o adi ion and a “media ically bap ized ‘ es i al o cul u e’” (Sa e s ein,
2013, p. 14), we see how, since 2013, i has inco po a ed he ca ego y o Gues Ci y
o Hono (wi h Ams e dam as he p o agonis ) in o i s model. On i s websi e, when
e e ing o he di e en hono ees, i is explained ha a he ai he o ganiza ion
in ends o o e “special, ich, and dis inc i e cul u al con en and o help he ini ia-
ion o s eng hening o comme cial ela ions be ween bo h book indus ies.”11 On
he o he hand, he au ho i ies o some o he ci ies in i ed o he A gen ine ai
emphasize he ideas o “p i ilege,” “hono ,” “oppo uni y,” “showcase/window,”
also isible in o he coun y case s udies in ela ion o he meaning o a nomina-
ion o his so . I also se es as a e e ence, and on his occasion o he F ank u
IBF, he ac ha Pe e Weidhaas, he di ec o be ween 1975 and 2000, ecognized
ha “ he F ank u Fai also bene i ed om hese coun y p esen a ions” (Weidhaas,
2011, p. 220).
Thus we know ha he condi ion o GoH ep esen s a cul u al and economic
showcase; i also equi es planning—and no only economically, in he p omo ion
o au ho ships, edi o s, ansla o s, media o s and a cul u al p og am (Galanes San-
os, 2021; Muniz Júnio & Szpilba g, 2016; Villa ino Pa do, 2022) ha bene i no
only hose who pa icipa e bu also, as no ed, he ai i sel . This oppo uni y and
wha i implies o accep he commi men 12 o s a ing in an e en such as an in e -
na ional book ai (acco ding o hei espec i e models) in e ms o planning and
in es men s o yea s (GoH pa ilion/s and, in i ed delega ions, cul u al p og am,
cu a o ships, ca alogs, p og ams o suppo he ansla ion and ci cula ion o au ho -
ship, e c.) o a coun y(/cul u e/ci y) gues o hono a ha e en we e e iden when
obse ing wha happened du ing he mos complica ed pe iod o he COVID-19
pandemic.
Ha ana, chosen as gues o hono a he 45 h edi ion o he IBF in Buenos Ai es
(2019), had o wai un il May 2022 o make i s eal landing in he A gen ine capi-
al,13 al eady ou side he ime ame o he es i i ies o he 500 h anni e sa y o i s
ounda ion. The case o Canada and he o he coun ies ha held ha dis inc ion a
he F ank u ai in 2020 and he ollowing yea s a e pa icula ly no ewo hy.
We pause in his p ocess ela ed o he F ank u e Buchmesse in o de o obse e
how, due o i s cen ali y on he in e na ional book ai ci cui ,14 he change in he
model o holding he IBF in 2020 due o he COVID-19 pandemic, om ace- o-
ace o mainly i ual, a ec ed he en i e book chain sec o and who would occupy
he dis inc ion o GoH in he ai s adop ing his model. In his scena io, Canada
asked he o ganize s o he F ank u e Buchmesse o pos pone i s p esence as GoH
in an edi ion ha looked e y unce ain in he mon hs leading up o Oc obe 2020.
Spain, Slo enia, and I aly accep ed he ai ’s in i a ion o pos pone hei pa icipa-
ions by one yea and ha in he 2020 “Special Edi ion” he Canadian a endance
11 See h ps:// www. el- lib o. o g. a / in e nacio nal/ ciuda des- in i adas- de- hono / (04/06/2022).
12 On he ype o suppo gi en by he GoH o he F ank u IDF, see So á (2013, p. 104).
13 See h ps:// aco a . link/ E5VXQj; h ps:// aco a . link/ zRldO.
14 Conside ed “ he key e en in he ade ai calenda ” (Owen, 2008, p. 106); “ he epicen e o he pub-
lishing business ha i is oday” (U ibe Sch oede , 2012, p. 21); ‘ he mos ele an wo ldwide’ o he
publishing ma ke (Weidhaas, 2011); o he “mos impo an in he wo ld” (So á, 2004, p. 61).
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S a egies o  ansna ional p ojec ion h oughin e na ional…
would be smalle and in a p ima ily digi al o ma . Thus, wha was o be Canada’s
i s pa icipa ion in he Ge man e en was wo old:15 a educed elema ic p esence
in 202016 and a pa ly “con en ional” way ( e inue o gues s, cul u al p og am inside
and ou side he ai , e c.) in 2021,17 al hough—due o es ic ions s emming om he
pandemic—wi h a smalle numbe o pa icipan s and public.18 Despi e he ci cum-
s ances, he Canadian o ganiza ion made a posi i e assessmen o i s pa icipa ion.19
These mo emen s p omo ed by Canada o achie e a g ea e impac h ough p es-
ence, gi en he excep ional condi ions o 2020, con i m he impo ance o (con in-
ued) s a egies o cul u al policies and economic in es men (public and p i a e) no
only o he in e na ionaliza ion o a coun y’s publishing ma ke , as occu ed di ec ly
in his case, bu also o i s cul u al p omo ion and b and image (cul u al diplomacy
and so powe ) h ough he pa icipa ion as GoH in an IBF—especially in F ank u .
Cul u al an h opologis Gus a o So á d aws a en ion o he ac ha “ he ocal
hemes and he coun ies in i ed as gues s o hono objec i y he co e o he poli ical
componen ha makes up he in e na ionaliza ion o IBFs om non-English-speaking
ma ke s” (So á, 2021, p. 43). Tha poli ical impac on IBF (especially linked o he
GoH) is palpable in di e en ways. Mos isible is he ins i u ional ep esen a ion a
he opening ce emonies o hese ypes o e en s, which ha e also become a poli ical
s agea a na ional and in e na ional le el. To demons a e his, we ci e some examples
linked especially o he Ge man ai i sel and o he cases we a e dealing wi h he e.
The e o e, le us mo e on om he double Canadian pa icipa ion in he a o emen-
ioned edi ions, o when B azil ( he i s coun y o be gi en ha dis inc ion) was he
GoH a he F ank u e Buchmesse in 2013. The e en was no a ended by he P esi-
den o he Republic, Dilma Rousse , bu by he Vice P esiden (Michel Teme ) and
o he membe s o he go e nmen and he coun y’s cul u al ins i u ions (Minis é io da
Cul u a, Academia B asilei a de Le as, Fundação Biblio eca Nacional) in addi ion
o he membe s o he GoH delega ion and, on he Ge man side, i s Fo eign Minis e
and he Di ec o o he ai , among o he s. In he case o Spain 2022, he opening
ce emony was a ended no only by Minis e s, au ho i ies and en ou age, bu also by
leade s a he highes le el, wi h he p esence o King Felipe VI and Queen Le izia o
Spain and he Ge man P esiden F ank-Wal e S einmeie and some Minis e s. I was a
ce emony in which he Russian in asion o Uk aine was add essed in se e al speeches.
Thus, he F ank u e Buchmesse 2022 edi ion will also be emembe ed mo e o
he wa in Uk aine and, in ha scena io, o he in e en ion ( ideocon e ence) o
15 See h ps:// canad a bm2 021. com/ asse s/ FBM20 20_% 20Rep o _ EN_ MAR29. pd
16 As samples o his modali y we e e , o example, o he speech o he coun y’s P ime Minis e ,
Jus in T udeau, on he occasion o his edi ion o he ai (h ps:// wi e . com/i/ s a us/ 13160 63611 30808
1153); o e e ences in o he media such as his: “This digi al e sion o he F ank u Book Fai 2020
changed adi ions; Canada, he special gues coun y will no be in pe son, bu i ual” (h ps:// aco a .
link/ 9 Ua87, 10/14/2020).
17 The s iking slogan o he edi ion was: “Re:connec .”
18 Fo example, wi h speake s Ma ga e A wood and Joséphine Bacon elema ically deli e ing hei
espec i e speeches a he opening session Vid. h ps:// canad a bm2 021. com/ i u al- pa il ion/; h ps://
aco a . link/ J06AG.
19 Vid. h ps:// canad a bm2 021. com/; h ps:// aco a . link/ WhBywH.
140
M.C.Villa ino Pa do
1 3
Uk ainian P esiden Volodymy Zelensky (19/10/2022, h ps:// aco a . link/ 6a6yso)
han o he absence o Russian poli ical and edi o ial ep esen a ion. In ac , and
o o he easons, Russia was also a poli ical p o agonis a Li e Pa is 2018 when
F ench P esiden Emmanuel Mac on, wi h Russia ea u ed as gues o hono , issued
a s a emen ha he P esiden o he F ench Republic had decided “in ligh o he
in e na ional con ex , o no appea in he Russian salon, in solida i y wi h ou B i -
ish iends.” Howe e , he P esiden spoke wi h Russian in ellec uals, au ho s and
ansla o s (h ps:// aco a . link/ Uud8qu). The F ench p ess e e ed o his ac in
ha inaugu al session as “boyco ing he Russian pa ilion,” “igno ing he Russian
pa ilion,” e c.20 Pa o he Russian delega ion—and no only hem—complained
abou his a i ude and exp essed hei discom o , commen ing ha such ac ions
also had impo an economic epe cussions among companies in he sec o .21
Once again, i becomes clea ha he IBFs—e en in a (pos )pandemic pe iod—
a e enues o comme cial nego ia ions in he publishing sec o bu also as ou s and-
ing ins umen s (/ ools, in he sense o E en-Zoha , 2017, pp. 76-85) o cul u al
diplomacy and so powe (Villa ino Pa do, 2014) and no only as a place o show-
ing o au ho s o li e a y wo ks (Machado de Assis, el Quijo e, e c) as goods in a
na ional/local cul u al he i age sense.
This explains, among o he easons, he ocus o ce ain ins i u ions and local,
egional, o s a e go e nmen au ho i ies on cul u al policy s a egies in o de o
ob ain his dis inc ion by way o he pa icipa ion o a GoH in an IBF. To his end,
and a a momen o special isibili y, he coun y (/ci y/cul u e) makes use o a isi-
ble accumula ion o ene gy, as E en-Zoha calls i (2017, p.163, 183), and hose ai s
a e selec ed which, o a a ie y o easons, a e conside ed mo e ele an o cul u al
p ojec ion ( ia cul u al diplomacy and so powe ) and o i s publishing indus y.
These in es men s a e no usually o a single isola ed e en , bu co e mul iple ai s,
so ha a ce ain “IBF ci cui ” (F ank u , Guadalaja a, London, Buenos Ai es, e c.) is
o med in which, a e a speci ic pe iod o yea s, he subjec ’s GoH momen a i es.
As an example o his, we ocus on he cases o B azil and Spain, wo coun ies
ha , in ecen yea s, ha e op ed o cul u al diplomacy s a egies h ough he condi-
ion o gues o hono a he main IBFs and because hey pe ain o linguis ic sys-
ems ha occupy pe iphe al (Po uguese) and semi-pe iphe al (Spain) posi ions, in
wha Heilb on and Sapi o (2008, p. 29) call he Global T ansla ion Sys em.
In bo h cases, di e en ways o p esen ing he same coun y o he wo ld can be
obse ed, and no only in he li e a y and publishing ields, as shown by he slo-
gans hey used a he mos ecen F ank u e Buchmesse: “B asil: um país cheio de
ozes” (/“B azil: a coun y ull o oices”, 2013) and “España: C ea i idad desbo -
dan e” (/“Spain: O e lowing C ea i i y”, 2022).
Case s udies: B azil andSpain
A e lea ing behind a pe iod o mo e han wo decades o dic a o ship, in he 1990s
B azil was a gues o hono a he ollowing e en s (Table1):
20 Vid. h ps:// aco a . link/ sD6Hy8; h ps:// aco a . link/ Q1EcOG.
21 On complain s o ha ac , see Le Poin (18/03/2018: h ps:// aco a . link/ w4J Ld).
141
1 3
S a egies o  ansna ional p ojec ion h oughin e na ional…
In 2005, as one o he esul s o he in e na ional coun y ma ke ing Plano
Aqua ela, B azil c ea ed a success ul coun y b and. I was unde s ood ha , in addi-
ion o he image ha a coun y ep esen s by i sel (Ma iu i & Gi aldi, 2012, p.
69), be ing on a global ma ke ing s a egy bene i ed he expo ing posi ion (Kleppe
e al., 2002) o i s di e en s a egic sec o s (especially in ou ism), in he cu en
p ocesses o globaliza ion and ansna ional ci cula ion o goods (also hose o a
symbolic na u e) and in a scena io o in e na ional compe i i eness.
B anding s udies (coun y b anding, ci y b anding) ep esen an expanding a ea in
he las hi y yea s (Anhol , 2000; A onczyk 2013; Kane a, 2011; Mon ana i e al.,
2019) as well as hei applica ions o coun ies and ci ies.22 In essence, i alludes o
he “pe cep ions possessed by coun ies’ di ec , indi ec , eal and po en ial consum-
e s” (Valls, 1992, p. 28). Ma iu i and Gi aldi (2012, p. 70) also highligh ha “ he
impo ance o he coun y in he global communi y, aking in o accoun he poli i-
cal in e na ional economic, is a dimension o a coun y’s image,” among o he s. So,
especially be ween 2005 and 2016, coun y b anding s a egies we e unde s ood by
B azilian leade s, du ing he i s wo e ms o Lula da Sil a and hose o Dilma
Rousse (Rubim, 2010, 2015), as ools ha implied an augmen in he in e na ional
a ena—in e ms o bo h symbolic and economic capi al, o hei p oduc s, ins i u-
ions, companies, o ac ions.
Thus, he Sou h Ame ican coun y, which has become a wo ld economic powe
and wi h ou s anding in e na ional p ojec ion23 a he u n o he i s o he sec-
ond decade o his cen u y, showed i s in e es in ansla ing his isibili y in o o he
ields (spo s, cul u al, publishing, e c.) and in aking ad an age o ce ain e en s
wi h signi ican media epe cussions (G ix e al., 2015; Leão & Dennison, 2017).
So, in addi ion o he o ganiza ion o he Con ede a ions Cup (2013), he Wo ld
You h Day (Rio de Janei o, 2013), he 2014 FIFA Wo ld Cup and he Rio 2016
Olympic Games; in he li e a y and publishing sphe e, hese s a egies sough o
p ojec he (con empo a y) image o he coun y, encou age he expo o B azilian
li e a y and publishing p oduc ion and consolida e i s publishing ma ke wo ldwide.
To his end, di e en ac ions we e designed and se in mo ion un il he o ced depa -
u e o Dilma Rousse om go e nmen in 2016. These included di ec suppo
Table 1 P esence o B azil as GoH a IBF (/Salon) in he 1990s
B azil 1994 1995 1997 1998 1998
IBF(/Salon) F ank u Bogo á Libe Mad id Libe Ba celona Salon du Li e de Pa is
22 Wi h me hodologies and analysis applied by di e en companies and consul ing i ms. Some o he
bes known a e: Anhol -G K Rope Na ion B ands Index (NBI) and Fu u eB and Coun y B and Index
(CBI).
23 A summa y o he di e en s udies on he coun y’s in e na ional p ojec ion and posi ion du ing ha
pe iod and un il 2022 can be ound in Hochlei ne (2022, pp. 169-184).
148
M.C.Villa ino Pa do
1 3
I we ake a close look a ha pe iod—as Fe es and B isola a (2018) do—we
no e how he enewal o he P og am o Suppo he T ansla ion and Publica ion
o B azilian Au ho s Ab oad in 201138—jus when he coun y was p epa ing o
i s p emie e as Gues o Hono a he F ank u e Buchmesse— e eals a no o i-
ous inc ease o “1,080%” o ansla ions in Ge many in he 2013 call (59 wo ks)
in ela ion o he olume o ansla ions in he p e ious yea (5) (Fe es & B isola a,
2018, p. 339); in a con ex o an inc easing numbe o ansla ions, coun ies and
languages, as shown by hese au ho s in he ollowing g aph (Figu es3, 4).
Fig. 3 Fe es and B isola a (2018, p. 339)
Fig. 4 Fe es and B isola a (2018, p. 339)
38 In his ega d, one can consul in o ma ion om he Book Cen e B azil (h ps:// aco a . link/ K EyRh).

149
1 3
S a egies o  ansna ional p ojec ion h oughin e na ional…
In he ollowing yea s and un il he las IBF in which B azil was hono ed as he
Gues o Hono Coun y (Salon du Li e de Pa is, in 2015), he ansna ional in e es
in he ansla ion o B azilian li e a y wo ks, o a la ge ex en (as we obse e om he
da a o he ansla ion p og am) mo es acco ding o ai appea ances. Thus, in 2014
and acco ding o he same au ho s, he e we e 136 wo ks ansla ed and published
in 30 coun ies; F ance being he coun y wi h he la ges numbe o i les s emming
om he p og am—“25 í ulos (con a 12 do ano an e io )” (Fe es & B isola a, 2018,
p. 340). In con as o his inc ease in he Salon’s hos coun y, in he yea ollowing
he B azilian p esence a he F ank u e Buchmesse in 2013 when i s publishe s ga -
ne ed 59 published i les unde he p og am, hey men ion ha “su p isingly,” “B a-
zilian wo ks a e simply no published in 2014, ei he because no Ge man publishe
applied o he g an s o because none o hose who applied had hei p ojec selec ed
o ecei e he incen i e” (Fe es & B isola a, 2018, p. 340). Spain ( he coun y ha
has bene i ed mos om his ype o aid) and I aly con inue o be coun ies wi h an
in e es in ansla ing B azilian wo ks h oughou hose 30 yea s and in he speci ic
pe iod o 2010–2019 ( ocus o he Book Cen e B azil analysis).
As published in 2005 in one o he pe iodic bulle ins o he Vi alei u a p o-
g am39—linked o he Año Ibe oame icano de la Lec u a—a a ime when B azil
was gues o hono a he IBF in Ha ana40 and was he “eigh h la ges book p oduce
in he wo ld and he la ges publishing indus y in La in Ame ica” (Assesso ia Vi a-
lei u a, 2005), in his (necessa y) p ocess o in e na ionaliza ion, no only would he
di e en membe s o he book p oduc ion chain bene i , bu “in he expo o pub-
lishing p oduc s o he en i e cul u e in in e na ional p ojec ion” (ibidem).
Final conside a ions
Cu en ly, in e na ional book ai s (and, inc easingly, li e a y es i als) ha e a
ma ked calenda no only in he annual agendas o he a ious ac o s in ol ed in
he publishing ma ke bu also o hose esponsible o cul u al policies a a ious
le els. Th ough hei di e en models, IBFs ha e become inc easingly impo an
places o he media ion and a ainmen o capi al (symbolic, economic, li e a y o
cul u al) and posi ions in a supposedly ansna ional li e a y (cul u al and publish-
ing) ield, no only o publishe s, li e a y agencies o au ho s, bu also o coun ies,
cul u es, and ci ies. Thus, in addi ion o hose bodies ep esen ing au ho s,’ publish-
e s’ o ansla o s’ guilds, as we ha e seen in di e en cases, he e is also a eal
in e es shown by a ious leade s and go e nmen bodies (a local, egional, s a e o
sup ana ional le el) ha include he pa icipa ion o coun ies/cul u es/ci ies in hese
e en s—pa icula ly ia he condi ion o gues o hono —as s a egic a emp s o
publicize ce ain aspec s o b anding (coun y b and, ci y b and).
40 h ps:// aco a . link/ 2KquE .
39 I was linked o Minis é io da Educação e da Cul u a (2005), bu i has no been possible o access
hei websi e o some ime: h p:// po al. mec. go . b / compo nen / ags/ ag/ i al ei u as
150
M.C.Villa ino Pa do
1 3
In ins ances such as he IBFs, hese pa icipan s, especially in he condi ion o
GoH, s age a ep esen a ion o ‘ he na ional’/’ he local’/’ he common’ (depend-
ing on he ype o pa icipan ), o how hey wish o be seen and ( e)known a ha
momen . Th ough a p og am (li e a y and cul u al) and isual ep esen a ion (also
in he p esence o he ai and he ci y ha hos s i ) hey ake ad an age o he
ac ha he e en a ac s signi ican media and public a en ion and p esen hei
‘s o y(s)’— hose ha , o a la ge ex en , de ine and summa ize hem a ha momen .
In sho , a way o con eying hei image (coun y/ci y/cul u e). This is wha , a di -
e en imes and in di e en IBFs, coun ies such as B azil o Spain ha e done. Thei
pa icipa ions in he F ank u e Buchmesse o 2013 and 2022, espec i ely, showed
hose “s o ies” ha hey summa ized in hei slogans, based on se e al pilla s: In he
Sou h Ame ican coun y’s p esence an opo agia is he cen al heme consis ing o
six hema ic emphases (a coun y ull o oices, in pe manen cul u al co-c ea ion;
plu ali y; cosmopoli anism; di e si y; miscegena ion; bibliodi e si y). In he Span-
ish case i e oci a e p esen (bibliodi e si y, inno a ion, linguis ic plu ali y, gende
equali y, and sus ainabili y).
I is clea ha IBFs a e cul u al e en s ha a e also poli ical e en s. Public ins i u-
ions—a di e en le els—and p i a e ins i u ions—gene ally publishing g oups—
pa icipa e in hese dynamics as o ganize s, awa e ha hey mus ake ad an age o
he oppo uni y o make he mos o hese mechanisms o in e na ionaliza ion (o a
li e a y sys em and a publishing ma ke , especially h ough ansla ion and he sale
o igh s) and he acquisi ion o capi al in o de o p esen a ce ain coun y image as
well. Wha happened wi h Canadian pa icipa ion a he Ge man ai (and he sub-
sequen ones—including he Spanish—du ing he COVID-19 pandemic) is a good
example o his. In ac , he Canadian o ganiza ion explained ha being GoH a he
F ank u e Buchmesse mean “a p es igious oppo uni y o showcase a coun y’s
publishing, cul u al and c ea i e indus ies. I is an e en o in e na ional signi i-
cance akin o he Wo ld Expo and he Olympics o li e a u e. On he in e na ional
publishing s age, no o he e en o e s a compa able le el o isibili y and impac ”
(h ps:// canad a bm2 021. com/).
Hence, he IBFs a e now oppo uni ies and ools o p omo ing no only li e a u e
and cul u e bu also ou ism and c ea i e indus ies (mos o all in he publishing
sec o ), and o making he posi ion o hese social and e i o ial en i ies isible in a
global scena io o symbolic goods by means o hei li e a y and cul u al p ojec ion
a hese e en s. So, by way o an open-ended conclusion, he ques ion a ises: once
you ha e comple ed a ce ain IBF ci cui as a gues o hono on mo e han one occa-
sion—being in i ed wice a he F ank u e Buchmesse, o example, like B azil o
Spain—whe e is he nex s op owa ds achie ing he goals ha you ul illed he e?
Funding Open Access unding p o ided hanks o he CRUE-CSIC ag eemen wi h Sp inge Na u e. A
wo k ela ed o he esea ch p ojec “New cul u al p omo ion s a egies. In e na ional book ai s and gues o
hono s a us” (Uni e sidade de San iago de Compos ela), unded by he Minis y o Science and Inno a ion
o he Spanish Go e nmen and FEDER Funds. Code FFI2017-85760-P. Seeh ps:// www. cul u il. o g.
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S a egies o  ansna ional p ojec ion h oughin e na ional…
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