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Abstract

The Translator as a Brand: What Replaced the Criteria in the Internet Reception of the Translation of The Great Gatsby by Francis Scott Fitzgerald The article analyses the Internet reception of Jacek Dehnel’s translation of Fitzgerald’s The Great Gatsby. The analysis draws on the context of the publication, the paratexts, the marketing campaign of the publishing house and the specificity of the media presence of the translatorwriter. This approach enables to show how these factors have influenced not only the interest in the new translation of the novel, but also the very evaluation of it. Many of the Internet reviews are the effects of the suggestion with the editorial blurb, the translator’s afterword, and the unique brand of Jacek Dehnel as a writer and the participant of cultural life. Evaluative statements in reviews normally result from certain criteria and analysis, but in this case they are paraphrases and of paratexts. The analysis of the reception of Dehnel’s translation can contribute to further discussions on how the mechanisms of the media shape the reception of literary translations in the contemporary Internet literary life.

Keywords

• the translator as a brand
• The Great Gatsby
• Jacek Dehnel
• reception of translations