The Economic History of the Book

The invention of the printing-press in the 15th century was the technological innovation that had the greatest impact on society until more powerful media were invented in the last century. This course will provide a rigorous historical understanding of the ways in which the printing revolution gained strength, thanks to the efforts of book producers in creating a market for this new commodity. We will analyze the birth of new professions within a novel economic sector; we will regard readers as purchasers and consumers. Our focus will be on the economic aspects of this epochal change. In order to provide a long-term perspective on book history, this course will take into consideration more recent developments of the publishing sector, including mass-digitization of printed books and the e-book market and readership. The course comprises students' presentations and discussions, and visits to special collections for a hands-on experience with early printed books and other primary sources.
[Program with reference to descriptor 1 and 2]:
Gutenberg and the invention of the printing-press. The spread of printing-press in Italy. The printing-press in Venice: reasons behind the success of Europe's first capital of book production. Technological aspects: the organization of work in the printing workshop. The distribution and sale of printed books: development of booksellers' networks. The fairs model vs the branch distribution model. The publishing mark and its protection. Book privileges: the political economy of states in the printed book sector. Aldo Manuzio and the humanistic publishing. The great dynasties of the European press. Demand and supply in the book world. The book shop and its management. The Index of Forbidden Books and the control of the printing sector. Publishing in Europe in the early modern age: the Plantin-Moretus dynasty. Books and knowledge society: how printed books changed the world (spread of Humanism; Reformation and Counter-Reformation; knowledge development in medicine, architecture, science...). The great publishers in the twentieth century. The contemporary publishing industry in Italy. Mass digitization of books (Google Books). E-books and reading in the digital era.