Wayne State University Wayne State University Dissertations 1-1-2014 Marketing Good Taste: Print Agents' Use Of Paratext To Shape Markets And Readers In Early Modern England Andie Silva Wayne State University, Follow this and additional works at: http://digitalcommons.wayne.edu/oa_dissertations Part of the Arts and Humanities Commons Recommended Citation Silva, Andie, "Marketing Good Taste: Print Agents' Use Of Paratext To Shape Markets And Readers In Early Modern England" (2014). Wayne State University Dissertations. Paper 1025. This Open Access Dissertation is brought to you for free and open access by DigitalCommons@WayneState. It has been accepted for inclusion in Wayne State University Dissertations by an authorized administrator of DigitalCommons@WayneState. MARKETING GOOD TASTE: PRINT AGENTS’ USE OF PARATEXT TO SHAPE MARKETS AND READERS IN EARLY MODERN ENGLAND by ANDIE SILVA DISSERTATION Submitted to the Graduate School of Wayne State University, Detroit, Michigan in partial fulfillment of the requirements for the degree of DOCTOR OF PHILOSOPHY 2014 MAJOR: ENGLISH (British Literature) Approved by: _______________________________________ Advisor Date _______________________________________ _______________________________________ _______________________________________ ACKNOWLEDGEMENTS This dissertation is indebted to the the continued support and encouragement of my family, friends, mentors, and advisors. Special thanks to the generous funding from the Humanities Center and the Department of English. The Humanities Center’s Dissertation Fellowship provided me with time and financial support when I most needed—it is greatly thanks to their support that this dissertation has been completed. Simone Chess has been a constant source of positive reinforcement and thoughtful feedback. This dissertation would not have been possible without her unflagging support and faith in the value of my research. I am incredibly grateful for her insight, patience, and dedication throughout this entire process. Jaime Goodrich and Lisa Maruca have been invaluable to the success of this project, offering positive comments and constructive criticism which have no doubt made my work much stronger. Along with Simone, Jaime and Lisa have been admirable role models as both women and scholars. This dissertation in particular and my scholarship in general are indebted to their tireless work. I hope one day I may have the chance to be the kind of teacher and mentor they have been to me. Thanks to Gabriella Eschrich for helping me think about book history and literature beyond English contexts and ensuring my project would be truly interdisciplinary. Gwen Gorzelsky has educated me about the art of teaching and practicing academic writing. I am grateful to have known and studied with dearly departed Professor Christopher Leland. In his creative writing class, I learned to be unafraid of my authorial voice, unapologetic about the subjects and themes I choose to write about, and, perhaps most important, I learned how to be a kind critic and an active listener. I am also immensely thankful to Arthur Marotti for encouraging me to apply to the doctoral program in the first place, and for being a supportive and kind mentor throughout my time at Wayne State. Our Group for Early Modern Studies (GEMS) provided me with a welcoming community where I could workshop ideas and learn from colleagues in History, Philosophy, and Languages. I am especially thankful to Eric Asher, José Antonio Rico-Ferrer, and Anne Duggan. Many thanks to my peers and colleagues for their friendship and professional support: Renuka Gusain, Elizabeth Valdez Acosta, Claudia Ross, Joelle Del Rose, Jared Grogan, Bryan Brazeau, Sarah Parker, Sara Miglietti, and Thomas Denman. Special thanks to Laura Estill for being a priceless friend, editor, and collaborator. My family has been patient and encouraging throughout this journey. My mother, Delza Frattezi, is a constant source of love and support, ever-patient despite the long distance. My father, André Frattezi has always been a reliable sounding-board for talking through ideas. Last but not least, thanks to James Geeting for being a wonderful and supportive partner. Thanks for being willing to listen to many chapters read out loud, putting up with conference anxiety and my constant travels, and knowing when to give me space and when to help me talk things through. I could not have completed this project without you by my side. ii TABLE OF CONTENTS Acknowledgements .................................................................................................................... ii List of Tables ............................................................................................................................ v List of Figures ........................................................................................................................... vi INTRODUCTION.................................................................................................................... 1 CHAPTER 1 Profit, News, and Religion: Richard Jones, Thomas Archer, John Day and the Social Currency of Print .................................................................. 23 Social Capital, Cultural Capital and the Myth of Supply and Demand ............................... 26 Thomas Archer and the Currency of News.......................................................................... 44 Richard Jones’s Books as Social Capital for an Emerging Class ........................................ 64 CHAPTER 2 Counterfeits, Generics, and (New and Improved) Copies: Thomas More’s Utopia as Cultural Brand ................................................................. 82 Marketing Theory, Cultural Branding, and Utopia .............................................................. 87 Creating a National Brand: Abraham Vele, Thomas Creede, and Bernard Alsop............... 92 Generic Cultural Branding ................................................................................................. 115 CHAPTER 3 Reading Women and Women Readers: Devotional Reading as Religious and Emotional Capital in Queen Elizabeth’s A Godly Meditation of the Soul................................................................................... 141 Gendered Commodities: Religious and Emotional Capital ............................................... 146 Bale’s 1548 edition: Commodifying the Religious Experience ........................................ 151 Religious Identity and Self-Marketing: James Cancellar’s 1580 Edition .......................... 162 Religion in the Household: Thomas Bentley’s Monument of Matrons ............................. 168 CHAPTER 4 Marketing Literary Authority: Edmund Spenser’s Branding Strategies for The Shepheardes Calender ................................................................... 183 Retro-Marketing, Myth-Making and Expanding Audiences ............................................. 189 iii Inaugurating the Myth: Hugh Singleton’s 1579 Calender ................................................. 192 Amplifying the Brand: Henry Bynneman’s Three Proper, Wittie and Familiar Letters and Two Other, Very Commendable Letters (1580) ................................................................ 203 Profitable Literary Markets: John Harrison, William Ponsonby, and Cuthbert Burby ..... 211 Generic Off-Brands: 1648’s The Faerie Leveller and 1653 Calendarium Pastorale ......... 223 CHAPTER 5 Virtual Readings: Digital Environments, New Technologies, and the New Print Agents ......................................................................................... 235 Framing and Cataloguing the Early Modern Period: the ESTC and EEBO ...................... 239 Genre-Specific Structures: DEEP, BBTI, and EBBA ....................................................... 249 Born-Digital Approaches: The Atlas of Early Printing, Geocontexting the Printed World 1450-1900, and Shakeosphere ........................................................................................... 256 Printed Paratexts Online: A Database of Non-Authorial Paratexts ................................... 259 CONCLUSION .................................................................................................................... 269 References ........................................................................................................................ 271 Abstract………. ..................................................................................................................... 304 Autobiographical Statement................................................................................................... 305 iv LIST OF TABLES Table 1: Publications made by John Day, Thomas Archer, and Richard Jones……………...74 Table 2: Utopia and its Generics …………………………………………………………...132 Table 3: Spenser’s Publications…..………………………………………………………...228 v LIST OF FIGURES Figure 1. The Roaring Girl. 1611............................................................................................. 77 Figure 2. The Arraignment of John Selman, 1612................................................................... 78 Figure 3. The History of the Two Maids of More-Clacke, 1609 ............................................. 79 Figure 4. The Araignmentof Lewd, Idle, Froward, and Unconstant Women, 1615. ............... 80 Figure 5. The Treasurie of Commodious Conceits, and Hidden Secrets, 1573. ...................... 81 Figure 6. A Fruteful and Pleasaunt Worke of the Best State of a Public Weal,