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Tesis De Maestría Páez, Cecilia Daniela La concentración del mercado editorial en Argentina entre 1991 y 2001 Esta obra está bajo una Licencia Creative Commons Argentina. Atribución - No Comercial - Sin Obra Derivada 2.5 https://creativecommons.org/licenses/by-nc-nd/2.5/ar/ Documento descargado de RIDAA-UNQ Repositorio Institucional Digital de Acceso Abierto de la Universidad Nacional de Quilmes de la Universidad Nacional de Quilmes Cita recomendada: Páez, C. D. (2018). La concentración del mercado editorial en Argentina entre 1991 y 2001. (Tesis de posgrado). Bernal, Argentina: Universidad Nacional de Quilmes. Disponible en RIDAA-UNQ Repositorio Institucional Digital de Acceso Abierto de la Universidad Nacional de Quilmes http://ridaa.unq.edu.ar/handle/20.500.11807/909 Puede encontrar éste y otros documentos en: https://ridaa.unq.edu.ar Páez, Cecilia Daniela, Repositorio Institucional Digital de Acceso Abierto, Mayo de 2018, 127 pp., http://ridaa.unq.edu.ar, Universidad Nacional de Quilmes, Secretaría de Posgrado, Maestría en Industrias Culturales La concentración del mercado editorial en Argentina entre 1991 y 2001 TESIS DE MAESTRÍA Cecilia Daniela Páez [email protected] Resumen Esta tesis se dedicará al estudio de los procesos de concentración e internacionalización del mercado argentino del libro, que tuvieron lugar entre 1991 y 2001. El objetivo será analizar, por un lado, los factores locales y globales que influyeron en esta reconfiguración; y por otro, la transformación de las dinámicas y lógicas de funcionamiento del campo editorial nacional a partir de la emergencia de los grupos editoriales transnacionales como actores dominantes en ese espacio. Con este fin, se hará hincapié en los cambios y la adaptación de las rutinas productivas de las editoriales representativas del polo comercial, es decir, aquellas que controlan las mayores cuotas de mercado e imponen criterios editoriales. En este sentido, se plantea la existencia de dos modelos que serán objeto de estudio: la compra de sellos locales por parte de los extranjeros y la instalación de filiales productivas. Palabras clave: industria editorial; concentración de mercado; industrias culturales, rutinas productivas. Repositorio Institucional Digital de Acceso Abierto, Universidad Nacional de Quilmes MAESTRÍA EN INDUSTRIAS CULTURALES: POLÍTICAS Y GESTIÓN TESIS DE MAESTRÍA “La concentración del mercado editorial en Argentina entre 1991 y 2001” Lic. Cecilia Daniela Páez Director: Dr. Martín A. Becerra Codirector: Dr. José Luis de Diego 2017 Índice Introducción ...................................................................................................................................................... 5 1. Planteo del problema .............................................................................................................................. 5 2. Sobre el enfoque teórico: el estudio de las Industrias Culturales desde la perspectiva de la Economía Política de la Comunicación .................................................................................................... 5 3. El campo de estudios sobre el libro y la edición ................................................................................. 7 4. Sobre la metodología .............................................................................................................................. 9 Capítulo 1. La Industria del libro .................................................................................................................. 11 1.1 Las industrias culturales ..................................................................................................................... 11 Trasformaciones en la estructura de las industrias culturales a partir del advenimiento de las Tecnologías de la Información y la Comunicación............................................................................ 13 1.2. La industria del libro como industria cultural .................................................................................. 15 1.3. La estructura del campo editorial..................................................................................................... 17 El editor ................................................................................................................................................... 18 La industria del libro frente a las tecnologías digitales..................................................................... 19 1.4. Conclusiones ...................................................................................................................................... 21 Capítulo 2. La industria editorial argentina ................................................................................................ 22 2.1. El retroceso en el mercado internacional y el giro hacia el mercado interno............................ 25 2.2. La dictadura militar de 1976: el control estatal directo en el marco de la disputa por el contenido ..................................................................................................................................................... 28 2.3. La década de 1980: el regreso de la democracia ......................................................................... 29 2.4. Conclusiones ...................................................................................................................................... 32 Capítulo 3: La concentración del mercado editorial ................................................................................. 33 3.1. La conformación de un campo editorial global .............................................................................. 33 3.2. La concentración del mercado editorial .......................................................................................... 36 3.3. Los grandes actores del campo editorial global ............................................................................ 38 3.4. El mercado del libro en lengua castellana ..................................................................................... 38 Los principales actores internacionales en el mercado argentino ................................................. 40 Grupo Planeta ........................................................................................................................................ 41 Grupo Bertelsmann ............................................................................................................................... 42 Grupo PRISA-Santillana ....................................................................................................................... 44 Grupo Carvajal ....................................................................................................................................... 44 3.5. Conclusiones ...................................................................................................................................... 45 Capítulo 4. La reconfiguración de campo editorial argentino: los noventa y el nuevo escenario de concentración y extranjerización ................................................................................................................. 46 3 4.1 La venta de las principales editoriales argentinas ......................................................................... 47 Los nuevos modelos de marketing ..................................................................................................... 50 El surgimiento de los agentes literarios y la disputa por los derechos .......................................... 54 4.2. Las nuevas políticas editoriales y el giro del mercado local hacia el polo comercial: la llegada a Argentina de la editorial productora ..................................................................................................... 55 La transformación de los catálogos .................................................................................................... 58 4.3. Aspectos productivos ......................................................................................................................... 63 4.4. El rol del Estado: la desregulación como política pública ............................................................ 67 4.5. El surgimiento de las llamadas editoriales independientes ......................................................... 69 4.6. Conclusiones ...................................................................................................................................... 71 Capítulo 5. Casos de estudio: Editorial Sudamericana y Editorial Norma ............................................ 72 5.1. Caso Editorial Sudamericana: un sello nacional adquirido por una empresa multinacional .. 73 El acuerdo con Grupo Planeta ............................................................................................................. 77 La venta a Bertelsmann ........................................................................................................................ 79 Los cambios en las rutinas productivas ............................................................................................. 80 5.2. Grupo Editorial Norma ....................................................................................................................... 82 La expansión internacional de Norma y el nacimiento de la línea de Literatura y Ensayo ........ 83 El intento de posicionar a Norma en el campo: la inversión en adelantos ................................... 85 Norma en Argentina..............................................................................................................................
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