Cinquante ans de couvertures de Sélection du Reader's Digest

Abstract

This article presents the rivalry between text and image within the Reader's Digest magazine and argues that the choice of cover illustrations - particularly in the French version of the magazine - was able to foster a unique sentimental attachment on the part of the readers. The rationale for the choice of illustrations is explained as, on the one hand, the indispensable disguise of an American product wanting to be accepted in a European market, and on the other as a bridge between everyday reality and the realm of the imagination. The article deals with several aspects of the magazine's development: how it adapted to its French readership, the pull between text and image, the difficult relationship of the editors with their American owners, and finally the switch from covers with a French theme to images steeped in the "American dream".This article presents the rivalry between text and image within the Reader's Digest magazine and argues that the choice of cover illustrations - particularly in the French version of the magazine - was able to foster a unique sentimental attachment on the part of the readers. The rationale for the choice of illustrations is explained as, on the one hand, the indispensable disguise of an American product wanting to be accepted in a European market, and on the other as a bridge between everyday reality and the realm of the imagination. The article deals with several aspects of the magazine's development: how it adapted to its French readership, the pull between text and image, the difficult relationship of the editors with their American owners, and finally the switch from covers with a French theme to images steeped in the "American dream".Cet article examine la façon dont la revue Sélection du Reader's Digest, ostensiblement consacrée à la publication d'articles d'un "intérêt permanent"et donc axée essentiellement sur le texte, a utilisé les illustrations de couverture pour créer un rapport sentimental d'un genre unique avec ses lecteurs. Le choix des illustrations y est présenté d'un côté comme l'habile habillage d'un produit débarqué d'Amérique, de l'autre comme une passerelle entre le monde réel et idéel, entre le monde vécu et le monde rêvé. L'article examine les modalités d'adaptation de la revue au marché français, ses rapports troubles avec la maison mère, la rivalité entre texte et image, l'internationalisation du mensuel, et enfin le passage du choix d'images françaises à des images intemporelles imprégnées du rêve américain.Questo articolo esamina il modo in cui la rivista Sélection du Reader's Digest, consacrata all'origine alla sola pubblicazione di articoli e orientata dunque quasi esclusivamente verso il testo, ha saputo utilizzare le illustrazioni della copertina per creare un rapporto sentimentale molto particolare con i suoi lettori. La scelta delle illustrazioni è presentata da un canto come l'abile travestimento di un prodotto appena sbarcato dall'America, dall'altro come un ponte tra il reale e l'irreale, tra la realtà e il mondo dei sogni. L'articolo discute delle modalità dell'adattamento di questa rivista al mercato francese, dei suoi rapporti difficili con la direzione statunitense, della rivalità al suo interno tra testo e immagine, e infine del passaggio da illustrazioni a tema prettamente francese a immagini intemporali impregnate dall'immaginario del sogno americano.