Contextualising Book Covers and Their Changing Roles

Abstract

This chapter reviews the move from book jackets (as packaging) to book covers (as marketing devices), tracking how the design of book covers has shifted from representing the text between the covers, to representing literary genres and brands. It maps the movement of publishing from being a gentlemanly pursuit, to its current commodification as large-scale commerce controlled by conglomerates. The chapter takes into account the many roles of publishing houses, especially as gatekeepers, and their power and influence in determining availability, access, and audience. It also notes how book covers now have to jostle for space, attention, and sales, concerned less with author intention or artistry, and more with branding and marketing. Book covers continue to play their roles in representation, but of different parties and concerns. This chapter considers books as material objects rather than literary ones, focusing on the corporeality of books and book covers.