Selling translation rights in trade publishing: Case studies of Dutch translations of Afrikaans fiction in The Netherlands and Belgium Samantha Angelique Buitendach (Miller) Student number: 99113130 Submitted in fulfilment of the requirements of the degree MIS (Publishing) In the Department of Information Science Faculty of Engineering, Built Environment and Information Technology at the University of Pretoria Supervisor: Elizabeth Le Roux Date of submission: November 2017 Abstract The reading and buying market for Afrikaans fiction is limited due to historical and economical reasons. It can thus be argued that in order to expand the market for South African Afrikaans trade publishers and authors’ novels, a work needs to be translated via the selling of translation rights with the assistance of the publisher or literary agents, into a language that has similar needs in terms of cultural consumption, for example book reading culture. Due to the colonial influence of the Dutch on South African culture and the development of Afrikaans, this study explores the selling of translation rights of Afrikaans fiction to trade publishers in The Netherlands and Belgium. The polystem theory is also used to illustrate the movement of languages from a peripheral position to semi-peripheral and central position within a global literary polysystem. A qualitative and exploratory research design is used. Secondary research in the form of a literature review combines theoretical information, clarifies terms and provides context from which primary research develops. In terms of primary research, interviews with key informants in the Belgian, Netherlands and South African publishing industry were conducted. Case studies of South African crime author Deon Meyer, and historical romance author Irma Joubert provide in-depth analysis of success factors, process and factors that influenced the selling of subsidiary rights to Dutch trade publishers. Lastly, visibility and discoverability of Afrikaans fiction on an international rights trading platform, as well as interaction amongst South African and foreign publishers were observed, at the largest book rights fair, the Frankfurt Book Fair. The findings of this study provide practical information and act as reference guide to role players in the publishing industry, including authors, trade publishers and literary agents. Recommendations for best practice in the selling of subsidiary rights are included, as well as initiatives for further research, experimentation, investment and development of the selling of subsidiary rights to European trade publishers to ultimately grow the Afrikaans fiction book buying and reading markets. Keywords: Trade publishing, subsidiary rights, translation rights, Deon Meyer, Irma Joubert, Afrikaans literature, adult fiction, crime novel, historical romance, Dutch literature, Flemish literature, polysystem theory, minority language, rights trading ii Table of Contents Chapter 1: Introduction .................................................................................... 1 1.1 Introduction ...................................................................................................................................... 1 1.2. Research aims and questions ........................................................................................................... 4 1.2.1 The research problem ............................................................................................................ 4 1.2.2 Aims of research .................................................................................................................... 4 1.3 Background ....................................................................................................................................... 5 1.3.1 The position of Afrikaans in the global polysystem of literature ........................................... 5 1.3.2 Trade publishing and subsidiary rights ................................................................................ 10 1.4 Demarcation and scope .................................................................................................................. 12 1.5 Value ............................................................................................................................................... 13 1.6 Definition of terms .......................................................................................................................... 14 1.7 Research Methodology ................................................................................................................... 15 1.7.1 Research Methods ............................................................................................................... 15 1.8 Outline of chapters ......................................................................................................................... 19 Chapter 2: Research methodology ............................................................... 21 2.1 Introduction .................................................................................................................................... 21 2.2 Secondary research: Literature review ........................................................................................... 22 2.3 Primary research ............................................................................................................................. 25 2.3.1 Semi-structured interviews .................................................................................................. 25 2.3.2 Case studies ......................................................................................................................... 28 2.3.3 Observation .......................................................................................................................... 35 2.4 Limitations of research methods .................................................................................................... 41 2.5 Conclusion ....................................................................................................................................... 42 Chapter 3: Literature review ......................................................................... 44 3.1 Introduction .................................................................................................................................... 44 3.2 Publishing: Balancing economic and social capital ......................................................................... 44 3.3 The polysystem theory relating to publishing and translation ....................................................... 46 3.4 The selling of subsidiary rights ........................................................................................................ 49 3.4.1 Decision-making regarding subsidiary rights selling ............................................................ 55 3.5 The South African book publishing industry ................................................................................... 58 3.5.1 PEST analysis: The South African trade book industry ......................................................... 61 iii 3.5.2 Publishing industry support ................................................................................................. 66 3.5.3 South African translation culture ......................................................................................... 68 3.6 The Dutch book publishing industry ............................................................................................... 78 3.6.1 The Netherlands ................................................................................................................... 79 3.6.2 Belgium ................................................................................................................................ 81 3.6.3 The Dutch translation culture .............................................................................................. 85 3.7 Conclusion ....................................................................................................................................... 90 Chapter 4: Irma Joubert: Writing historical romance in South Africa . 93 4.1 An introduction to Irma Joubert’s oeuvre ...................................................................................... 93 4.2 Local and international rights ....................................................................................................... 100 4.3 Sales history of the titles in the respective countries ................................................................... 104 4.4 Positioning and marketing strategy .............................................................................................. 106 4.4.1 Epitext: Reviews ................................................................................................................. 111 4.5 Paratext analysis ........................................................................................................................... 112 4.5.1 Book covers ........................................................................................................................ 113 4.5.2 Titles ................................................................................................................................... 120 4.5.3 Front and end-matter ........................................................................................................ 121 4.6 Distribution strategy ....................................................................................................................