The construction of a bestseller: theoretical and empirical approaches to the case of the Fifty Shades trilogy as an eBook bestseller

Abstract

In both eBook and print versions, EL James’ Fifty Shades trilogy has made a substantial impact on bestseller lists across the world. But what does it mean to be a bestseller? Is the eBook bestseller different from its print counterpart? Taking the case of the Fifty Shades trilogy as a starting point, this article looks into the overall topic of bestsellers and digital publishing with specific attention paid to the Norwegian book market and the publishing history of the trilogy in Norway. The article examines these issues in line with an understanding of the bestseller as the product of a cultural logic rather than a reflection of popular taste. The article argues that since a bestseller is identified through its position on a bestseller list, the status is dependent on a general cultural recognition and the inclusion in a particular market information regime. The case of Fifty Shades highlights new trends in publishing and new elements to the construction of the bestseller, but also how the construction of the bestseller was dependent on its integration into the traditional channels of publishing.