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Paulo Coelho: Transnational Literature, Popular Culture, and Postmodernism Anna Pavlova Murta University of Arkansas, Fayetteville

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Paulo Coelho: Transnational Literature, Popular Culture, and Postmodernism Anna Pavlova Murta University of Arkansas, Fayetteville University of Arkansas, Fayetteville ScholarWorks@UARK Theses and Dissertations 8-2018 Paulo Coelho: Transnational Literature, Popular Culture, and Postmodernism Anna Pavlova Murta University of Arkansas, Fayetteville Follow this and additional works at: https://scholarworks.uark.edu/etd Part of the Modern Literature Commons, and the Portuguese Literature Commons Recommended Citation Murta, Anna Pavlova, "Paulo Coelho: Transnational Literature, Popular Culture, and Postmodernism" (2018). Theses and Dissertations. 2916. https://scholarworks.uark.edu/etd/2916 This Dissertation is brought to you for free and open access by ScholarWorks@UARK. It has been accepted for inclusion in Theses and Dissertations by an authorized administrator of ScholarWorks@UARK. For more information, please contact [email protected], [email protected]. Paulo Coelho: Transnational Literature, Popular Culture, and Postmodernism A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy in Comparative Literature and Cultural Studies by Anna Pavlova Murta Pontifical Catholic University of Minas Gerais Bachelor of Art in Social Communication/Journalism, 1998 University of Arkansas Master of Art in Communication, 2008 August 2018 University of Arkansas This dissertation is approved for recommendation to the Graduate Council. __________________________ Luis Fernando Restrepo, Ph.D. Dissertation Director __________________________ Keith Booker, Ph.D. Committee Member __________________________ Thomas Rosteck, Ph.D. Committee Member Abstract With over 350 million books sold worldwide in more than 80 languages, Paulo Coelho is an international literary phenomenon that moves “beyond culture of origin” (Damrosch 199) and inhabits the “world literary space” (Pascale 281). Would his novels, therefore, stand as materialization of Goethe’s humanist cosmopolitan vision upon the coinage of the term world literature? Many cultural scholars would argue to the contrary. This dissertation aims at exploring Coelho narratives and their popularity and controversial reception by contextualizing them within the contemporary scholarship on World Literature and within the global cultural economy. An underlying assumption of this Cultural Studies approach to Coelho’s oeuvre is that popular literature, as the hors concours cultural site of hegemonic struggles, has much to offer to literary scholarship. This dissertation applies the premises of rhetorical narrative criticism and cognitive theory (Unnatural Narratology, specifically) to answer the question: How do readers incorporate Coelho narratives to their lived-cultures? To that end, this dissertation explores the narrative elements in Coelho’s novels – implied author, authorial audience, settings, characters, narration, structure, ethos/pathos, etc. – as well as possible interpretation pathways to such elements. Particular attention is paid to the author’s major themes, namely, self-realization journey, cultural hybridity, and anti-mimesis, and their respective significance to transnational audiences. Furthermore, the cultural-material conditions from which Coelho novels stem are discussed in this study by examining the correlation between these narratives and issues such as postmodernism, globalization, the convergence culture, mass self-communication, and others. This dissertation argues that the production, circulation, and consumption of Paulo Coelho novels constitute cultural processes that are more complex than his critics have typically considered. These are highly intertextual, born-translated, postmodern narratives that embody the practices of a globalized, digitalized, participatory, self-contradictory, and uneven cultural economy. Despite their narrative simplicity, Coelho novels function as contact zones to their remarkably diverse audience, dialogically yielding and celebrating cultural hybridization, promoting the Goethean tolerance among different cultures, and potentially encouraging a critique of our narratively constructed social reality. Key words: Paulo Coelho, transnational literature, contemporary popular culture, popular literature, postmodern literature, unnatural narrative. ©2018 by Anna Pavlova Murta All Rights Reserved Acknowledgements It takes a village to produce a dissertation. To the point of this one, it takes a global village. I would like to express my deepest gratitude to my committee chair, Dr. Luis Fernando Restrepo, whose guidance, insights, considerations, and knowledge of world literature and cultures were invaluable to this dissertation. Thank you for taking a chance on me and my research project. Akin to Paulo Coelho narratives, this dissertation represents a transformative journey of great personal growth owed to those who have accompanied me. My deepest appreciation goes to my committee members, Dr. M. Keith Booker and Dr. Thomas Rosteck. Thank you both for your priceless support and mentorship and for imparting knowledge with great sense of humor. I am privileged to have studied under Dr. Keith Booker whose incomparable intellectual acumen greatly improved my critical thinking and broadened my cultural horizons. I’m thankful for his pivotal support and the academic opportunities he afforded me. His insights into postmodernism and into the study of narratives have significantly shaped this dissertation. I owe much of my apprenticeship in Cultural Studies and Rhetoric to Dr. Thomas Rosteck. With great cultural sensitivity and unparalleled pedagogical skills, Dr. Rosteck has truly turned knowledge into empowerment, leaving an indelible mark on my transformative journey. I also wish to thank Dr. Sergio Villalobos for directing the initial stages of this project. Thank you for the many lively, instructive meetings we had and for how they enriched the contents of this dissertation, especially regarding mass communication, Latin American literature and history. I owe a great debt of gratitude to the faculty and staff of the Department of Communication at the University of Arkansas for their friendship and the above-and-beyond support they gave me. I am grateful to my eternal mentor, Dr. Frank Scheide for his example, his constant support, and encouragement. More than a mentor, he became family to me. The journey of this dissertation is but a small part of a larger journey, home to my most important travel companions. Foremost, I owe my life achievements to my grandparents, João Ciríaco Pereira dos Santos, Constância Marques de Oliveira, Hamilton Fernandes Murta, and Teresa Chaves Murta. I’ll be eternally grateful to them for helping my parents raise me and for affording me the opportunities that lead me to this point. Thank you for your impeccable example of integrity, work ethic, gumption, and dedication. My loving gratitude goes to my hip- and-young parents, José Carlos Pereira dos Santos and Tetê Chaves Murta. Thank you for the empowerment, independence and trust with which I was raised, and for always standing up for me, even when my decision-making ability was a bit questionable. I am blessed to have the best brothers in world: Carlos Pedro Murta Pereira, José Carlos Murta Pereira and Carlos Eduardo Santos. Thank you for your immovable, unconditional love. You are my anchor and my lighthouse. Many thanks to my soul-sisters, Lynnette Savage and Ana Paula Pedrosa, whose dear friendship has stood the tests of time and distance. Thank you for being my safe port, for laughing, crying, panicking, and rejoicing with me along this voyage. Unlike Coelho’s narratives, my journey has never been a pilgrimage, but an adventurous voyage, and for that, I must thank my crew. I am most grateful for the love and inspiration I receive from my children, Lucas, Julia and Laura Murta Rietra Dias. They have sacrificed much to the accomplishment of this research. It is rightfully their legacy. Finally, this dissertation would never have been completed without the support and encouragement of my husband, Daryl Hodgson. Thank you for lifting me when I gave up, for believing in me when I lost hope. I am very fortunate that you, Andrew and Ellie came along and took up this journey with me. Dedication To the memory of my extraordinary grandmother, Constância Marques de Oliveira, lovingly known to all as Vó Costa, who taught me with unwavering cheerfulness the value of a good education, of family, of hard work, of compassion to self and to others. To my wonderful children, Lucas, Julia, and Laura, with immeasurable love. I have dreamed you into life. Table of Contents Introduction ---------------------------------------------------------------------------------------------------- 1 1. Preface ------------------------------------------------------------------------------------------------------ 1 2. A Study of Paulo Coelho, the Bestselling Transnational Literary Phenomenon ----------------- 4 2.1 “Someone who Tells” -------------------------------------------------------------------------- 6 2.2 “Something that Happened” ------------------------------------------------------------------ 8 2.3 “On some occasion and with some purpose” ---------------------------------------------- 10 3. Postface ---------------------------------------------------------------------------------------------------- 19 Chapter 1 Paulo Coelho in World Literature: The Transnational Turn of Popular Culture ------------------- 22 1. World Literature: Nationalism in Question ----------------------------------------------------------- 25 2. Beyond Original Culture and into the World Literary
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