I awoke this morning to find
this beauty waiting for me in my feed reader. It is a
Tor.com review of
the cover of Austin Grossman's
Soon I Will Be Invincible (2008), an addition to the steadily growing subgenre of superhero stories presented in book rather than comic form. Don't worry, I don't get it either.
The review itself is by Pablo Defendini, who is
himself a designer and it is well-written and doubtless interests the people who are interested in that kind of thing.
The piece caused me to realise that whether it is in the shape of cover porn, direct discussion or even award handicapping, this type of content is becoming ever more common and that makes me somewhat...
uncomfortable. I shall try to articulate why I think this is a dangerous trend:
At its best this type of content is lazy and ethically questionable. At its worst, it is out and out advertising.'Cover Porn' is this type of content at its most harmless. Born of a sense of obligation towards the publishers that send them free books, a growing number of bloggers will post pictures of the covers as an acknowledgement of the gift as well as a bit of easy content.
I can entirely empathise with this attitude. I have written before about how easy it is to feel obligated to review the stuff that you are sent. I can also sympathise with the need for some quick and easy content. Not every post can be a 2000 word examination of a book. However, will I have a great deal of sympathy for the decision to put up cover porn, I do think that it is ethically questionable.
The last week or so has seen an argument fizz around
mainstream litblogs over the role of advertising and one of the positions argued for is that it does not matter whether or not people actually click on the ads, the publishers pay for eye-balls and that is what a banner gives them, even if the adverts do not necessarily result in direct sales.
By putting up pictures of book covers on your site, you are giving the publishers eyeballs. If you even go that further step and give away free copies of books then you are going even further to raise awareness of products. You are not commenting on these books, you are advertising. You have crossed the line between editorial and stepped into the world of sales and PR.
As a critic, I am not a part of the publishing business. I have a relationship with different parts of the business (chiefly that of being a consumer) but it is not my role to boost sales or to convince you to part with your money. In fact, it wouldn't bother me if nobody bought a single thing I reviewed positively on this site or in any of the other organs I write for. My role is to engage as fully as I can with the subject material of the books. As Clute puts it in
Look at the Evidence (1995), the critic's task is...
"That of unmasking the being of the book; re-creating that being, freeing the book from the author of the book and from the beehive cloister of the affinity group; and, in the end, granting a privilege. The author's true privilege is to be misunderstood [...] and the critic's true function is to make misunderstanding into a door of perception." [page 7]
Now, not everyone considers themselves a critic. A lot of people wear too many hats to fit into a single role or they are content being fans, However, if you have a blog or you post to SF forums or contribute anything at all to the wider genre community then chances are that you are aware that you are sharing an opinion about SF or commenting on it. As such you have to consider the credibility and the authenticity of what you say.
If that is the case then you have to ask every time you post, are you doing for free what a viral marketing agency might possibly pay you for?
Discussions of book covers and posting book covers are examples of raising awareness about a product without actually commenting upon, evaluating or criticising the actual product itself. You're playing the man and not the ball by taking about the advertising instead of the product itself.
Now, not everyone is going to agree with this and you have to set your own ethical standards for yourselves but I would encourage you to think about the extent to which your voice and the content of your sites are yours as opposed to that of the people who send you free stuff.