For The Guardian in 2008, Diane Shipley interviewed a number of female authors on the subject of the “chick-lit cover up,” or the imposition of that style of covers on “any book written by a woman, whether it fits the genre definition or not.” Shipley describes one woman, Sue Hepsworth, as the author of a novel that “poignantly explores the pain of losing a parent;” its cover, according to Shipley, “makes it look like it’s about garden parties and designer clothes.” She also invokes novels by Fay Weldon and Rosy Thornton that similarly demonstrate the “blight” of “misleading” covers on literary books. “If you’re a woman releasing a book,” she writes, “then, you should apparently expect pale colors, swirly writing, and an insipid tag line—whether your story is a moving story about grief, a blog-turned-bestseller about life in Paris, or a potential chick lit-classic.”
Authors are right to be irritated: No writer should have so little say in how their books circulate in the world. But a resentment of unsophisticated covers is usually, in part, an anxiety about unsophisticated readers. Weldon and others are concerned that publishers are underselling the ambition of their novels by selling them primarily to women, forcing them out of running for highbrow prestige. Indeed, when commenters describe Ferrante’s covers as a “disservice,” they imply that, disfigured by bad covers, her books will be lost in the ranks of “beach-reads,” where readers of literary fiction won’t ever find them. And indeed, many of them won’t.
Male readers generally aren’t enticed by chick-lit covers, and many female readers are also turned off by them, with good reason. Like any form of advertising, book covers tell women what they want by surmising who they want to be. And according to the typical chick-lit cover, as seen accompanying novels by Sophie Kinsella and Gemma Burgess, that’s skinny white women living droll, hot-pink lives and buying shoes. To purchase a book marketed this way can feel like bankrolling your own belittlement—which many consumers of culture do cheerfully enough whenever we watch TV or turn on the radio. But for many readers, novels promise an alternative to the shallowness and boilerplate misogyny of popular media. If we go to novels for complexity and depth, then a cover that looks hastily assembled in a Forever 21 accessories aisle can void at the outset the very promise of reading fiction.
But while Ferrante’s covers are definitely trite, there’s little about them that’s actually patronizing. There are no flowers or martini glasses or shopping bags on Ferrante’s covers, no high-heeled condescension. There are just images of women doing things that women, in fact, occasionally do: standing still, holding children, being on the beach. And yet, the very image of women doing things now strikes even women readers as unliterary.
That’s a sad reaction, given that many literary pursuits are predominantly performed by women, despite institutional gender bias in the publishing industry. In total, American women buy more books than men and read more fiction, including literary works. In the U.S., they hold the majority of graduate and undergraduate degrees in literature. By these metrics, the image of a woman should seem literary by default—and courtesy of the chick-lit treatment, more and more women are appearing on the covers of literary fiction. Alice Munro, who won the Nobel prize in 2013, has a number of paperbacks fronted by wistful-looking women. As does Mary Gaitskill, whose celebrated novel The Mare looks like virtually every other book about a girl and a horse. The novels by Leslie Jamison and Roxane Gay, two of the most adored contemporary essayists, have covers that prominently feature women. And yet, readers like Claire Fallon still question why female writers “trade in highly gendered marketing” and novelists like Katy Brand feel defeated when their books are “automatically […] marketed as books for girls.” Literary women seem to believe the best way to give good books their due is to scrub all feminine images from their covers. While the designer of Ferrante’s Australian editions mocks the women’s-fiction conventionality of the U.S. covers, his own design is no less woman-centric—and no less market-driven—for being moodier and grayscale.
The outcry about covers like Ferrante’s seems built on the egalitarian hope that abolishing gendered book marketing will do away with gendered genres. While terms like “chick lit” and “women’s fiction” remain indelible, “lad’s lit” has never taken off, even though there are more than enough books by and about men to justify a snotty sobriquet. Fiction about women, however, is too often characterized as niche-fiction—as too narrow to appeal to anyone but women, or speak universally about lived experience and culture. As Rebecca Solnit wrote last year at Lithub, “a book without women is often said to be about humanity, but a book with women in the foreground is a woman’s book.”
More Info: theatlantic.com