A coleção particular da Cosac Naify: explorações sensíveis do gosto do livro

• Ano de defesa: 2014
• Autor(a) principal: Bogo, Marc Barreto
• Orientador(a): Oliveira, Ana Claudia Mei Alves de
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Comunicação e Semiótica
• Departamento: Comunicação
• País: BR
• Palavras-chave em Português: Cosac Naify; Coleção particular; Design editorial; Semiótica discursiva; Sincretismo de linguagens; Identidade de marca
• Palavras-chave em Inglês: Editorial design; Discursive semiotics; Syncretism of languages; Brand identity
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: https://tede2.pucsp.br/handle/handle/4636

The book is considered in this research as a syncretic text: besides verbal substances, it uses visual, spatial and tactile substances in order to make sense and constitute a meaningful whole. A publishing house that stands out in the Brazilian scenario due to its character of experimenting with the book s form is Cosac Naify, especially in its Coleção Particular ( Particular Collection ). This series of books has been proposed with the intention to house western literature classics, with brief narratives, in editions in which the graphic project is explored in order to intensify the reading experience and the ways of experiencing the text. Up to the present time there are seven different titles in the collection, whose graphic projects constitute the corpus of this research: Primeiro amor (Samuel Beckett), Bartleby, o escrivão (Herman Melville), A fera na selva (Henry James), Zazie no metrô (Raymond Queneau), Flores (Mario Bellatin), Museu do Romance da Eterna (Macedonio Fernández) and Avenida Niévski (Nikolai Gógol). The main objective of this research is to analyze the graphic designs of these books, aiming to understand the ways through which the collection operates singular procedures that produce a sensitive experience whose effect of meaning is the particular in each work, in the collection and in the publishing house. It has been verified that the effect of meaning of particular perceived in the publications originates in the way the graphic designs of these books explore their plastic configurations, syncretically figurativizing contents from the verbal text, as well as in the various metadiscursive relations that the books maintain with the history, structure and production processes of the book, plus interdiscursive and intersemiotic relations with various media and arts. The theoretical framework consists mainly in the discursive semiotics developed by A. J. Greimas and its plastic and sensitive developments made by J.-M. Floch, E. Landowski and A. C. de Oliveira. Therefore, this research intended to cover both intelligibility and sensibility in the production of meaning in each work of the Coleção Particular, in their interactions with each other, with other collections and with the publishing house itself. From this dynamics of meanings, based on the dynamics of interactions, we have reached an identity configuration of Cosac Naify in the Brazilian publishing market: the publisher develops in its readers a taste for books, and proposes through the sensitive experience of the book a contract of loyalty to its readership