Promoting East Asian Literature in Poland via Instagram: A Comparative Study of Two Publishers
DOI:
https://doi.org/10.24917/20811861.23.31Keywords:
East Asian literature, Instagram, publishing communication, book promotion, hallyu, cultural values, Yumeka, Kwiaty OrientuAbstract
This article examines the communication strategies of two Polish publishing houses—Yumeka and Kwiaty Orientu—in promoting East Asian literature on Instagram. The study focuses on how literary content is presented, how cultural values are highlighted, and how audiences are engaged within the digital space. The analysis is based on posts published between June 1 and August 9, 2025, using qualitative content analysis and a coding framework derived from U. Kuckartz’s methodology. The findings reveal distinct differences in the communication styles of the two publishers: Yumeka employs an intensive, multilayered narrative centered on Chinese literature and its social dimensions, while Kwiaty Orientu favors an aesthetic and emotionally driven approach focused on Korean literature. In this context, Instagram serves not only as a promotional tool but also as a platform for cultural mediation and education. The diverse strategies demonstrate that East Asian literature can be effectively promoted on social media through the use of aesthetics, emotional resonance, and cultural values.
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