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From the 1750s until the 1840s, the interest in Icelandic manuscripts of mythology and heroic sagas, as well as various forms of Nordic folklore, entered a new phase. One of the central reasons for this was an emergent attention to vernacular, national, and even primitive literature associated with the rise of Romanticism. Investigations of the Nordic past had been carried out before this time, and a popular craze for all things “Viking” came later in the 19th century, but the Romantic period marks a major juncture in relation to providing the Old North with cultural meaning. If the intellectual history of rediscovering Old Norse texts (i.e., poetry and prose written in the North Germanic language until the 14th century, known primarily from Icelandic manuscripts) and medieval Nordic folklore (found in medieval ballads, sagas, and heroic legends) differed in various European countries, there was also a remarkable sense of common aim and purpose in the reception history as it developed during the Romantic period. This was because European scholars and writers had come to see medieval Nordic texts as epitomizing the manners and literature of a common Germanic past. In particular, Old Norse texts from Icelandic manuscripts were believed to preserve the pre-Christian religion, as this was once shared by Scandinavians, Anglo-Saxons, Germans, and the Franks. Thus, interest in such texts circulated with particular intensity between Scandinavia, Germany, and Britain, as well as, to a lesser degree, France. Paradoxically, if medieval Nordic texts were seen as wild and unwieldy pieces, unaffected by classical learning and sophistication, they were also sought out as triumphant records of the vernacular and national. In addition to this, the untamed use of fantastic and sublime elements in these texts fitted into a new Romantic emphasis on the primitive and imaginative resources of literature. There are three interrelated areas in which Nordic texts made an impact. The first of these was in the field of antiquarian studies. Scholars had taken an interest in the texts and culture of the Nordic past beginning in the 17th century, publishing their findings primarily in Latin. But efforts were redoubled after Paul Henri Mallet, a professor at Copenhagen, published a popular history of the Old North (1755) and a selection of Norse poetry (1756) in French. These works gained wide European traction and influenced the reception history in fundamental ways during the Romantic period. The second area of impact was the acceleration of translations and/or adaptations of original manuscript texts that began to appear in modern European languages. But, in effect, a relatively small body of texts were repeated and reworked in various national languages. The third area in which the interest in Nordic literature asserted its impact was among writers and poets, who trawled antiquarian works on Norse history and mythology as an ore to be mined for the purpose of creating—or rather reviving—a national literature. This was a literature that consciously broke with classical models and decorum to provide a new poetic orientation that was both more vernacular and imaginative. The celebration of medieval Nordic literature cannot be treated in isolation, as if it were an independent phenomenon; it was part of a wider revival of ancient national/vernacular literary forms around Europe. To a significant degree, the attention to Old Norse texts was propelled by the phenomenal success that the Gaelic Ossian poetry enjoyed across Europe. Norse poetry was harnessed as a Germanic parallel that could match both the vigor and purported ancientness of the Ossian tradition. Sometimes the Nordic past was invoked as a larger legacy that represented a shared ethno-cultural past; at other times, it was used with a more focused nationalist aim. But, whatever the intent in individual circumstances, the rediscovery of the Old North took place through the circulation of ideas and key texts as part of a wider European exchange.

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The Swedish book business began as a poorly developed market with serious economic, social, and infrastructural issues, but transformed over the course of two centuries into a well-functioning, albeit small, market with strong international ties. The 19th-century book market was hampered by poor infrastructure and underdeveloped publishing and book sales. Technological innovations in printing techniques and the new wood-based pulps for paper, in combination with better infrastructure, improved matters. The book business was increasingly professionalized at every stage, and by the turn of the 20th century could fairly be described as industrial and modernized. Access to forestry (and hence inexpensive pulp), inexpensive hydroelectric power, and strong industrial growth have been important factors in the advances in the Swedish book trade: they contributed to making printing cheaper and faster and thus paved the way for the low-priced books that were to dominate the business throughout the two centuries. Regardless of the era or the ideologies and purposes involved, cheap books have always driven the industry and have also been one of the most important factors in breaking down the social and cultural barriers to reading. Developments in Sweden’s book trade generally followed the same course as socioeconomic history, with the notable exception that Sweden’s book trade has always been more liberal and commercial than other forms of trade and industry. The book market was regulated through trade agreements between 1843 and 1970. These created a stable, but strictly controlled, market. A deregulation of the trade in 1970 saw the pendulum swing far back. In comparison with other Western European countries since 1970, Sweden has had fewer restrictions and regulations and thus a highly commercial and price-conscious market. A further notable aspect of the Swedish book trade is that despite the smallness of the country in terms of population and language, exports and imports have been far larger than most comparable countries. The international ties in terms of business-to-business relations, translations, and foreign rights sales remain strong, with the Swedish book trade very dependent on the international trade.