Examining the Strategic Deployment of Paratext to Improve the Adoption and Accessibility of Indigenous Language Literary Classics for a Contemporary Readership

Abstract

Abstract Paratextual elements such as covers, blurbs, images, and other design features serve as the reader’s first point of contact with a text. As such, it is essential for publishers to ensure that these elements effectively communicate the intended message to prospective readers. The reprinting of literary works presents a unique set of challenges, particularly regarding whether existing paratextual features remain relevant or require modernization to resonate with contemporary audiences. This study employs paratextual analysis to examine the peritexts of 58 novels reprinted by the National Library of South Africa (NLSA) as part of the Reprint of Classics Project. Data was collected through photographic documentation and structured observation and subsequently analysed using comparative and thematic approaches. Key findings reveal that, since the original editions were primarily produced for the school market under apartheid government, there is a pressing need for comprehensive cover redesigns to appeal to adult readers in post-apartheid South Africa. Furthermore, to align with the NLSA’s objective of promoting indigenous-language reading, the redesigned covers must be visually appealing, culturally affirming, and reflective of the heritage of their intended readership. The study also identifies a need for more informative and engaging blurbs that can attract and retain reader interest. Given that indigenous-language books now compete with a wide array of media for readers' attention, publishers must reimagine paratexts not merely as carriers of textual content, but as cultural artefacts that contribute to identity and reading culture. Publishing scholars are therefore encouraged to critically engage with the role of paratextual elements in fostering a vibrant and inclusive reading culture in African languages.