by Jing Huang
Does a free-market foster or undermine our creativity? How does the market impact cultural creations? Recall this Book’s recent episode made me think of these questions. In the episode, Mark McGurl, the Albert L. Guérard Professor of Literature at Stanford University (Everything and Less: The Novel in the Age of Amazon) discussed how Amazon’s commitment to customer service influences the book industry and the production of literature. McGurl studies Amazon as a social-historical phenomenon that epitomizes the logic of the service economy. McGurl introduces Amazon’s history of bookselling, Jeffrey Bezos’ affinity with books, the company’s literary culture, and its approach to literature, which turns fiction into a form of customer service. McGurl uses a multi-scalar framework that delineates how phenomena are constituted in different institutional environments at various levels of analysis. This allows him to show how Amazon’s success, along with its influence on publishing and literary history, is embedded in a broader background related to the rise of the service economy in the past several decades. McGurl names such background “the age of Amazon.”
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