Advertising the Self in Renaissance France is a study of how authors and readers are represented in printed editions of three major literary figures of the French Renaissance: Jean Lemaire de Belges, Clément Marot, and François Rabelais. Print culture is marked by an anxiety of reception that became much more pronounced with increasingly anonymous and unpredictable readerships in the sixteenth century. To allay this anxiety, authors, as well as editors and printers, turned to self-fashioning in order to sell not only their books, but also particular ways of reading. They advertised correct modes of reading as transformative experiences that helped the actual reader attain the image of the ideal reader held up by the text and paratext, experiences provided by selfless authors. Thus, authorial personae were constructed around the self-fashioning offered to readers, creating an interdependent relationship that anticipated modern advertising.

Published by University of Delaware Press. Distributed worldwide by Rutgers University Press.
 

In sixteenth-century France, the level of jokes, irony, and ridicule found in pamphlets and plays became aggressively hostile. In Hostile Humor in Renaissance France, Bruce Hayes investigates this period leading up to the French Wars of Religion, when a deliberately harmful and destructive form of satire appeared.

This study examines both pamphlets and plays to show how this new form of humor emerged that attacked religious practices and people in ways that forever changed the nature of satire and religious debate in France. Hayes explores this phenomenon in the context of the Catholic and Protestant conflict to reveal new insights about the society that both exploited and vilified this kind of satire.