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Paratexts in English and German Translation of Books Banned by The Judging a Book by Its Cover: Reader Responses to Paratexts in English and German Translations of Chinese Banned Books Lena Kraemer Thesis submitted for the degree of Doctor of Philosophy School of Modern Languages Newcastle University January 2020 Abstract This thesis investigates reader responses to paratexts of English and German translations of four different Chinese banned books: Serve the People! and Dream of Ding Village by Yan Lianke, Tombstone by Yang Jisheng and For a Song and a Hundred Songs by Liao Yiwu. The main aim is to research whether and how paratexts are used to manipulate readers and furthermore how paratexts influence or create expectations of the book. Since all the books chosen for this study are banned in China, this thesis will also analyse whether censorship is used by publishers of translations as a marketing tool and how readers react to it. Finally, this thesis investigates the interplay of the different paratexts and how this influences the appeal of a book to readers. In contrast to the majority of previous studies on paratexts, this thesis not only includes a paratextual analysis of four different paratexts which are all contained in a book’s packaging: front cover, title, praise and back covers (including blurbs) but also uses two reader-response studies to provide evidence for the effects of paratexts on readers as well as the readers’ reception of and opinions on paratexts. The findings of this thesis show that paratexts are not only able to manipulate readers to a varying degree but are actively used to do so by the publishers. The thesis also confirms that paratexts are not standalone items but interact in a larger framework. Readers are often aware of this interplay and clashing paratexts impact on the readers’ reception. By including readers in the research, this thesis offers a new perspective and contributes to the field by providing a basis for future reader-response based paratext research. Furthermore, it might have implications for the publishing industry by providing an insight into readers’ opinions on and receptions of book covers and thereby potentially influence future publication strategy. i Acknowledgements I want to thank all the people who supported me during the course of my PhD. First and foremost, I am grateful to my supervisors, Dr Valerie Pellatt and Dr Francis Jones, for their invaluable advice, understanding and encouragement. Without their support, this project would not have been possible. Furthermore, I would like to thank my peers and friends in the School of Modern Languages for the fruitful discussions and advice. Special thanks go to my best friend Laura Pollard, who kept me sane during the past three years. Without her friendship, this journey would have been much harder. I also want to thank Conrad Freese not only for the yoga lessons that helped me relax but also for the relatable and useful life advice that helped me put worries and pressure into perspective. Finally, I want to express thanks to Dr Huiru Liu from Trier University, who sparked and nurtured my interest in China, its language, culture and especially literature, and whose enthusiasm was contagious. I also want to express my gratitude to the School of Modern Languages for the partial scholarship in my first year and furthermore to the Northern Bridge Doctoral Training Partnership who provided funding, training and support in my second and third year. In addition, I want to thank everyone who completed my reader-response studies as well as the translators who participated in my surveys. Last but not least, I am grateful for the love and encouragement from my parents, Wolfgang and Andrea Krämer, as well as my sisters, Eva and Kathrin. ii Table of Contents Abstract .............................................................................................................................. i Acknowledgements ........................................................................................................... ii Table of Contents ............................................................................................................. iii Notes .............................................................................................................................. viii List of Figures .................................................................................................................. ix List of Tables.................................................................................................................... xi List of Images .................................................................................................................. xii Chapter 1. Introduction ................................................................................................. 1 1.1 The Topic and Its Importance............................................................................. 1 1.2 Previous Research .............................................................................................. 2 1.3 Aims ................................................................................................................... 5 1.4 Research Questions and Methods ....................................................................... 6 1.5 Theoretical-methodological Base ....................................................................... 7 1.6 Expected Outcomes ............................................................................................ 8 1.7 Thesis Structure .................................................................................................. 9 Chapter 2. Background #1: Paratexts ......................................................................... 11 2.1 Paratexts ........................................................................................................... 11 2.1.1 Paratexts as Intersemiotic Translation ...................................................... 15 2.1.2 Paratexts in Translation Studies ................................................................ 19 2.2 Front Covers – Judging a Book by its Cover ................................................... 23 2.2.1 Colours and their Effects on Readers ........................................................ 23 2.2.2 Typography ............................................................................................... 27 2.2.3 Functions of Book Covers ......................................................................... 28 2.2.4 “Telling” the Book Cover ......................................................................... 29 2.2.5 Influence of Retailers and the Market on Book Cover Design ................. 30 2.2.6 Book Covers as a Means to Manipulate Readers ...................................... 31 2.3 Titles ................................................................................................................. 33 iii 2.4 Back Covers and Blurb..................................................................................... 35 2.4.1 Blurbs ........................................................................................................ 36 2.4.2 Categorisation of Back Cover and Blurbs................................................. 37 Chapter 3. Background #2: Manipulation, Marketing, and Images ........................... 38 3.1 Manipulation .................................................................................................... 38 3.1.1 Manipulation in Translation ...................................................................... 39 3.1.2 Psychological Manipulation ...................................................................... 42 3.1.3 Manipulation in Advertising and Publishing ............................................ 43 3.1.4 Manipulation of Readers and Paratexts .................................................... 45 3.2 Consumer Psychology and Decision Making .................................................. 46 3.3 Marketing and Advertising Translated Literature ............................................ 48 3.3.1 The Cover as Paratext and Part of Marketing Strategies .......................... 50 3.3.2 Targeting the Reader ................................................................................. 52 3.4 Images on Book Covers ................................................................................... 55 3.4.1 Sign, Icon, Index and Symbol ................................................................... 55 3.4.2 Book Covers as Icons, Indexes and Symbols ........................................... 57 3.4.3 Semantic and Syntactic Properties of Book Covers .................................. 57 Chapter 4. Background #3: The Cultural Other, Chinese Literature and Censorship 59 4.1 Orientalism, Exoticism and the Cultural Other ................................................ 59 4.2 Popularity of Chinese Literature Abroad ......................................................... 61 4.3 Censorship and Self-Censorship ...................................................................... 63 4.3.1 Literature Censorship in the PRC ............................................................. 63 4.3.2 Self-Censorship ......................................................................................... 70 4.4 Popularity of Banned Chinese Literature in the West ...................................... 73 Chapter 5. Methodology ............................................................................................. 75 5.1 The Selected Authors and their Works............................................................
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