Paper short abstract:

This study investigates the changing patterns of Tanzanian book market in creation of the new identity and space by the publishers in the 21st Century for the new reading market. The study investigates the changing pattern through examining the text and visual materials in which the new market exist

Paper long abstract:

Publishers are agents of change; they work with authors in a producing content for potential readers who by their nature or interests find reasons to read books. In a commercial publishing industry, books are for financial or social benefit, thus making a living to publishers, authors and booksellers. This has not been the case especially after change from multiple textbook publishing to the state publishing in Tanzania. It is in during this period that we witness the birth of new groups of readers, creation of the new identity and space of the Tanzania publishers. The need to survive in a market where reading for leisure is not always overt call for the imaging of the new reading market through various means and forms. Thus, struggling to revive the order in which publishing is not only a means for literacy, but rather a tool for social identity. New forms starts to image especially with advancement of technology and publishers starts to play an active role in publishing books for the market that was unveiled. This study investigates the changing patterns of Tanzanian book market in creation of the new identity and space by the publishers in the 21st Century for the new reading market. The text and visual materials are analysed to understand these changing patterns with the new market in Tanzania. Therefore, the study investigates how publishers have managed to survive in the market through consumption and reception of new books framed to evoke interest through creating new reading patterns.