The participatory turn in the publishing industry: rethorics and practices

One of the cultural and media areas in which the issue of participation – with all its ambiguity – has recently emerged to full significance is the area of literature and publishing. Following the music, film and television industries, the publishing industry is in fact facing a vast renewal due to digitalization processes (assuming digitalization as a complex negotiation between social and technological forces). New textual formats and devices (such as e-books), new forms of distribution (e.g. online retailing), new marketing strategies (e.g. in the social media), new models of business (e.g. the print on demand) are becoming increasingly popular. At the same time digitalization has enabled the creation of a whole new participatory, grassroots publishing market, while grassroots storytelling and social media (e.g. Twitter, Facebook), used as a collaborative writing environment, bring out participatory forms of online writing that continue the tradition started almost fifteen years ago by the so-called “hypertextual fiction” and the avant-gardes before that. In this context, by addressing the theoretical debate and recent social discourses on the e-book, this article suggests a recognition of the diversity of the forms of participation that are ascribed to the new publishing scenario. Secondly – moving from the Foucauldian notion of author-function – the article solicits the relationship between author and reader in the contemporary digital publishing scenario and addresses the question whether and under what conditions the supposed participatory turn in writing and publishing we are facing promotes the construction of a polyphonic, co-authored, recognizable, collaborative dialogue, or rather points to a cultural landscape where “all discourses […] would develop in the anonymity of a murmur” (Foucault, 1969).