Cirrus@Austlit

'In a recent essay the literary scholar Mark McGurl asked,

Should Amazon.com now be considered the driving force of American literary history? Is it occasioning a convergence of the state of the art of fiction writing with the state of the art of capitalism? If so, what does this say about the form and function of narrative fiction—about its role in symbolically managing, resisting, or perhaps simply ‘escaping’ the dominant sociopolitical and economic realities of our time? (447)

'McGurl’s essay, with its focus on the sheer scope of Amazon’s operations and their impact on literary institutions, from their online bookstore, to their ebooks division, to their Audible audiobooks division, to their Goodreads reader reviews community, provides a salutary insight into current conditions of cultural production. The fate of literary culture, as McGurl says, now rests in the hands of digital technology, with its close connections to the neoliberal commodification of work, leisure and culture. But McGurl’s essay if anything underestimates the extent to which the fate of western cultural production is increasingly tied to digital media corporations. Focused on Amazon’s impact on the literary field, it opens up possibilities for understanding the processes of platformisation that underpin the cultural activities of companies such as Amazon.' (Introduction)