Romance in foreign accents: Harlequin-Mills & Boon in Australia

McWilliam, Kelly (2009) Romance in foreign accents: Harlequin-Mills & Boon in Australia. Continuum, 23 2: 137-145. doi:10.1080/10304310802710488


Author McWilliam, Kelly
Title Romance in foreign accents: Harlequin-Mills & Boon in Australia
Journal name Continuum   Check publisher's open access policy
ISSN 1030-4312
1469-3666
Publication date 2009-04-01
Sub-type Article (original research)
DOI 10.1080/10304310802710488
Volume 23
Issue 2
Start page 137
End page 145
Total pages 9
Place of publication Melbourne, Australia
Publisher Routledge
Collection year 2010
Language eng
Subject C1
970119 Expanding Knowledge through Studies of the Creative Arts and Writing
970120 Expanding Knowledge in Language, Communication and Culture
200199 Communication and Media Studies not elsewhere classified
Abstract This article is broadly interested in the adaptation and circulation of the mass-market romance genre as one example of the publishing industry’s production and distribution of cultural artefacts within and across national borders. To consider this, the article focuses on the most successful mass-market romance publisher in the world, Harlequin-Mills & Boon, to ask the following questions: how has Harlequin-Mills & Boon, but particularly its international expansion into and operation in ‘foreign’ markets, been key to the contemporary success of the genre? What are some of the key strategies of the publisher’s adaptation of the genre to new national markets, particularly in terms of issues of generic repetition and difference? What can Harlequin-Mills & Boon’s negotiation of one national market, namely the Australian market, reveal about these questions in more detail? And how has the Australian office’s recent shift from importing international content to commissioning local content signalled a critical shift in its adaptation of the genre to the national market? Ultimately, this paper proposes that these changes signal the publisher’s entre´e into the creative economy and the Australian office’s shift away from being a branch office and towards being a creative branch.
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: 2010 Higher Education Research Data Collection
ERA 2012 Admin Only
School of Communication and Arts Publications
 
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Created: Sat, 07 Nov 2009, 20:56:24 EST by Vicky McNicol on behalf of School of Communication and Arts