Произход, терминологична и дискурсна употреба на блърба в практиката и научната сфера
Origins, Terminological and Discursive Usage of the Blurb in Practice and the Academic Field

Author(s): Kiril Havezov
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: Blurb; Annotation; Postmodern pastiche; Advertising discourse; Blurbification; Media genres; Genre contamination
Summary/Abstract: The study explores the origin and theory of the blurb, motivated by theprevailing understanding in Bulgaria that the blurb, if known at all, is a synonym for annotation.The hypothesis that the blurb does not duplicate the annotation, but representsa distinct phenomenon, is proven. The blurb has a specific discursive function that the annotation cannot fulfill due to its normative nature and cultural and historical particularities. The necessity of this research is also linked to contradictory definitions of the blurbin Anglo-Saxon literature. Through historical, theoretical, and discursive analysis, the study examines the blurb’s nature as a genre, media, and cultural phenomenon. It proposes theories such as the blurb as postmodern pastiche, its adaptability to new communicative models, and the process of blurbification as contamination of traditional journalistic genres by advertising discourse.

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