Autor jako marka
The Author as a brand

Summary/Abstract: The article deals with contemporary autofiction on the example of Michał Witkowski’s works, which allow to describe the change in literature’s functioning on the field of culture and social communication. Witkowski’s work, marketing practices and public activity are presented here as elements of transmedia space of self-creation, which can be navigated. The author claims that literature is reified and plays an important role in an intense media landscape where, according to Lash and Lury, it becomes a material element of reality. This leads to a conclusion that each meeting with thus understood literature is an experience of the intensity of an author as a virtual identity, quality or brand which come into existence through the writer’s actual activities.

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