Med framsidan framåt ? En studie av taste-cultures och face-front marketing på två svenska folkbibliotek
The aim of this Master?s thesis is to examine how librarians in two Swedish public libraries view the subject of face-front marketing and literary hierarchy. The questions posed in this thesis are: How do two public libraries in Sweden market fictional literature? Which literature does get marketed? How do the librarians view fictional literature? How do the librarians view marketing? and Does Herbert Gans? literary scale work to examine the marketing of fictional literature in two Swedish public libraries? The theoretical starting-points are Niels Ole Pors? thoughts on stock development, Philip Kotler?s thoughts on the responsible non-profit organisation and Herbert Gans? thoughts on taste-publics and taste-cultures. The empirical material was gathered through qualitative interviews with library staff in two public libraries in the south of Sweden, and by reading a sample of the fictional literature exposed in these libraries. This material was then analyzed using the theories listed above. Results showed that librarians in public libraries in similar sized communities have very different ideas on which literature that should be marketed through face-front marketing, but they use the same argument as to why they choose to expose a certain kind of literature.