Villarino Pardo, María del Carmen2023-07-102023-07-102023Villarino Pardo, M.C. Strategies for transnational projection through international book fairs. Neohelicon 50, 133–153 (2023). https://doi.org/10.1007/s11059-023-00690-00324-4652http://hdl.handle.net/10347/30856The following article aims to analyze the projection and representation of literary systems in some of the main international book fairs (IBF) at present, based on theoretical-methodological proposals from the Sociology of Literature and Culture (Bourdieu in ARSS 145, 3–8, 2002; Sapiro Translatio. Le marché de la traduction en France à l’heure de la mondialisation, CNRS Éditions, 2008; Even-Zohar, Polisistemas de Cultura. Laboratorio de investigación de la cultura, 2017). We begin with the hypothesis of considering IBFs as places for the acquisition of capital (literary, cultural, economic and symbolic) and for negotiating struggles for positions of greater or lesser centrality in the transnational literary field and in the world publishing market, and in terms of the image of countries, cultures, or cities. In those IBFs offering the position of Guest of Honor, this becomes a privileged opportunity—for governments, institutions and different actors involved in the book chain—for the international projection of the image of a country, culture, city or literary system. Different strategies for cultural and literary promotion in this worldwide scenario of symbolic goods will be discussed, with special attention to the case of Brazil (contrasted, partly, with that of Spain)eng© The Author(s) 2023. This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/http://creativecommons.org/licenses/by/4.0/International book fairsSoft powerGuest of honorTransnational projectionCulturejournal article10.1007/s11059-023-00690-01588-2810open access