SCHOOL OF COMMUNICATION

CMNS 472-4

John Burns                                                                                                     Summer 2005

Office and Telephone: TBA                                                                          Harbour Centre Day

Email: jeburns@straight.com

BOOKS, MARKETS AND READERS

 

Prerequisites:  75 credit hours including CMNS 372.

 

Course Description: Over our 13 weeks, we'll attempt to understand how readers and their books come together, and what keeps them apart. Our discussions will cover a number of genres—literary fiction, popular fiction, children's writing, bestselling nonfiction and fiction, niche nonfiction—as well as a look at what we mean by the term "genre" to begin with. We'll put reading and writing into a brief historical context, and look at the yardsticks by which we can measure the success of a book, both within publishing and as measured against other entertainment products such as DVDs, CDs, and feature films.

 

Approach: Each week, I expect students to arrive on time, with readings finished and prepared to contribute. Our course will include brief lectures, guest lectures, small-group work, much full-class discussion, brief written assignments, a take-home written exam, and—bearing the title of the course in mind—reading. Lots of reading.

 

Texts: There are two required texts for 472. They are Paco Underhill's, Why We Buy: The Science of Shopping and Alberto Manguel's A History of Reading. As well, there is a custom course pack, and I will distribute various studies and on-line and trade reports in class.

 

Evaluation: There are three written assignments, as well as a take-home exam; the balance of the grade arises from class discussion and participation.

1. Written assignments (3 x 10%; assignment sheets will provide more information)

a. Harry Potter

Harry Potter and the Half Blood Prince publishes July 16, 2005. The sixth in the supremely popular series, a true category killer, it is expected to continue the massive success of the franchise. Using available materials for the laydown and comments from Raincoast Books, Canadian distributor of Harry, construct an adjacency strategy for your store, which does not focus exclusively on books for children. 750-1,000 words.

b. Review

Review a book. Identify in that review the ideal reader for the book, using tone and format in the writing as appropriate. Compare the book to others as suitable, and assess any disjunct between author's intentions (as stated or inferred) and results. 750-1,000 words.

c. Bookstore analysis

Choose a recent book that you can find in both a traditional and nontraditional store, as discussed in class. Describe the marketing constellation that surrounds that book, from publisher's material and reviews (journalistic and consumer) to its store placement, etc. Describe the book's environment in both stores, paying attention to the factors described in Underhill. Evaluate any material on the book itself, and use nearby titles' similar material, and clerk and online suggestions for comparison. 750-1,000 words.

NOTE: Assignments will not be accepted late unless you arrange an extension with me, based on a legitimate emergency. Extensions may result in a late penalty, at my discretion; this will be discussed when you request an extension.

 

2. Participation (30%)

This is your course. To make the most of it, you must look through and synthesize the weekly readings, and come prepared to discuss them in a variety of formats. Attendance in the class is required. Showing up will not guarantee a full mark, but staying away will certainly mean a zero!

 

3. Take-home exam (40%; assignment sheets will provide more information)

I will provide a number of essay-length questions based on the material covered in class and readings. If none of them appeal, you may submit an alternative for approval. Marks will reflect the breadth of your answer, the depth of your understanding, and the power of your writing.

 

The School expects that the grades awarded in this course will bear some reasonable relation to established university-wide practices with respect to both levels and distribution of grades. In addition, the School will follow Policy T10.02 with respect to “Intellectual Honesty,” and “Academic Discipline” (see the current Calendar, General Regulations  Section).