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“Estudios Artísticos, Literarios Y De La Cultura” Tesis Doctoral

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UNIVERSIDAD AUTÓNOMA DE MADRID FACULTAD DE FILOSOFÍA Y LETRAS DEPARTAMENTO DE LINGÜÍSTICA GENERAL, LENGUAS MODERNAS, LÓGICA Y FILOSOFÍA DE LA CIENCIA, TEORÍA DE LA LITERATURA Y LITERATURA COMPARADA ÁREA DE TEORÍA DE LA LITERATURA Y LITERATURA COMPARADA PROGRAMA DE DOCTORADO en “Estudios Artísticos, Literarios y de la Cultura” Tesis Doctoral “ESPEJO CURVO: DISEÑO DE CUBIERTAS DE LIBROS DE LITERATURA CONTEMPORÁNEA CHINA EN ESPAÑA” Doctorando: Cheng Li Directores: Dr. Juan Carlos Gómez Alonso Dr. David Amezcua Gómez Madrid, octubre de 2018 Tesis que, para la obtención del Título de Doctor, dentro del programa de Programa de doctorado del RD 99/2011 en “Estudios Artísticos, Literarios y de la Cultura”, presenta el Licenciado Cheng Li bajo la dirección del Doctor Juan Carlos Gómez Alonso, Profesor Titular de Teoría de la Literatura y Literatura Comparada de la Universidad Autónoma de Madrid, y del Doctor David Amezcua Gómez, profesor ayudante doctor de Lengua y Literatura Inglesa en la Universidad CEU San Pablo en Madrid. Vº Bº de los directores 3 ÍNDICE INTRODUCCIÓN .......................................................................................................... 9 CAPÍTULO I: LA CUBIERTA DE LOS LIBROS: MARKETING, DISEÑO Y RETÓRICA ............................................................................................... 15 1.1 El carácter mercantil del libro y la competencia en el mercado editorial .......... 15 1.2 La cubierta de los libros: evolución histórica .................................................... 20 1.3 El marketing y el diseño .................................................................................... 29 1.4 El diseño y la Retórica ....................................................................................... 35 CAPÍTULO II: LA RETÓRICA Y SU APLICACIÓN EN LOS ESTUDIOS SOBRE LA IMAGEN, LA PUBLICIDAD Y EL DISEÑO GRÁFICO .................. 51 2.1 La Retórica: evolución histórica ........................................................................ 51 2.2 El sistema retórico ............................................................................................. 66 2.2.1 El hechos retórico .................................................................................... 66 2.2.2 El discurso o texto retórico ...................................................................... 69 2.2.3 Las operaciones retóricas (partes artis) y las partes del discurso (partes orationis) .......................................................... 70 2.2.4 Las figuras y los tropos ............................................................................ 78 2.3 La Retórica aplicada en los estudios sobre la imagen, la publicidad y el diseño gráfico .................................................................................................. 82 2.3.1 Retórica de la imagen (publicitaria) ......................................................... 82 2.3.2 Retórica publicitaria ................................................................................. 99 2.3.3 Estudios retóricos sobre el diseño gráfico y el diseño editorial ............. 106 2.3.4 Resumen ................................................................................................. 109 CAPÍTULO III: LA RETÓRICA CULTURAL Y EL DISEÑO DE LA CUBIERTA DE LOS LIBROS ........................................................................... 113 3.1 La Retórica Cultural ......................................................................................... 113 3.2 Un modelo de análisis basado en la Retórica Cultural .................................... 117 3.2.1 Los factores constituyentes de la comunicación retórica del diseño editorial .......................................................................................... 119 3.2.2 La implicación cultural en las operaciones retóricas 5 del diseño editorial .......................................................................................... 133 3.2.3 Criterios de evaluación de una cubierta diseñada .................................. 168 3.3 El diseño de la cubierta de los libros traducidos .............................................. 181 3.3.1 Operación interdiscursiva e intercultural ............................................... 181 3.3.2 El imaginario colectivo .......................................................................... 186 3.3.3 El diseño editorial intercultural y la cuestión de la otredad ................... 197 CAPÍTULO IV: LA LITERATURA CHINA Y SU DIFUSIÓN INTERNACIONAL .................................................................................................... 205 4.1 Un breve recorrido por la literatura china ........................................................ 205 4.1.1 La literatura clásica ................................................................................ 205 4.1.2 La literatura moderna ............................................................................. 213 4.1.3 La literatura contemporánea ................................................................... 218 4.1.4 La literatura sinófona ............................................................................. 225 4.2 La difusión internacional de la literatura china ................................................ 235 4.2.1 La literatura clásica china en el extranjero ............................................. 235 4.2.2 La difusión de la literatura moderna china ............................................. 241 4.2.3 La proyección internacional de la literatura contemporánea china ....................................................................................... 244 4.3 La literatura china en España ........................................................................... 261 CAPÍTULO V: ANÁLISIS SOBRE EL DISEÑO DE CUBIERTAS DE LIBROS DE LITERATURA CONTEMPORÁNEA CHINA EDITADOS EN ESPAÑA .......................................................................................... 267 5.1 Definición del corpus para la investigación ..................................................... 268 5.1.1 Obras de autores de China continental ................................................... 269 5.1.2 Obras de autores de Hong Kong y Taiwán ............................................ 275 5.1.3 Obras de autores residentes en el extranjero con producción literaria en chino ........................................................................... 276 5.1.4 Obras de literatura sinoextranjera .......................................................... 278 5.2 Análisis de las cubiertas seleccionadas desde la perspectiva de la Retórica Cultural ................................................................................................ 285 5.2.1 Factores que influyen en el diseño editorial de los libros de literatura contemporánea china en España ................................................. 286 6 5.2.2 Incidencia cultural en las operaciones retóricas del proceso de diseño ...................................................................................... 310 5.3 El imaginario colectivo sobre China ................................................................ 357 5.3.1 Imaginario colectivo general ................................................................. 358 5.3.2 Imaginario colectivo textual .................................................................. 377 5.3.3 Imaginario colectivo visual .................................................................... 394 5.4 Dos casos prácticos: Mo Yan y Mai Jia ........................................................... 423 5.4.1 Mo Yan .................................................................................................. 424 5.4.2 Mai Jia .................................................................................................... 440 5.5 Evaluación sobre las cubiertas de libros de literatura contemporánea china editados en España .............................................................. 455 CONCLUSIONES ...................................................................................................... 463 EPÍLOGO: DISEÑO, RETÓRICA E INTELIGENCIA ARTIFICIAL ............... 475 ANEXO 1: CUBIERTAS DE LIBROS DE AUTORES DE CHINA CONTINENTAL .................................................................................... 481 ANEXO 2: CUBIERTAS DE LIBROS DE AUTORES DE HONG KONG Y TAIWÁN ................................................................................. 531 ANEXO 3: CUBIERTAS DE LIBROS DE AUTORES RESIDENTES EN EL EXTRANJERO CON PRODUCCIÓN LITERARIA EN CHINO ................. 539 ANEXO 4: CUBIERTAS DE LIBROS DE LITERATURA SINOEXTRANJERA ...................................................................... 553 BIBIOGRAFÍA ........................................................................................................... 597 1. Bibliografía citada .............................................................................................. 597 2. Referencias bibliográficas en chino ................................................................... 623 7 INTRODUCCIÓN Ver en librerías extranjeras libros de autores de tu propio país traducidos a otros idiomas es como reencontrarte con un amigo disfrazado: sabes quién es, cómo piensa y qué personalidad tiene, pero ahora ha cambiado de cara y forma de vestir, tanto que se produce una sensación extraña, entre sorpresa, curiosidad, perplejidad y frescura. Éste fue el impacto que me dieron las cubiertas de muchas obras literarias chinas publicadas en España. Había leído la mayor parte
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