The term 'new adult' was coined in 2009 by St Martin's Press, when
they sought submissions for a contest for 'fiction similar to YA
that can be published and marketed as adult - a sort of 'older YA'
or 'new adult'.' However, the literary category that later emerged
bore less resemblance to young adult fiction and instead became a
sub-genre of another major popular genre: romance. This Element
uses new adult fiction as a case study to explore how genres
develop in the twenty-first-century literary marketplace. It traces
new adult's evolution through three key stages in order to
demonstrate the fluidity that characterises contemporary genres. It
argues for greater consideration of paratextual factors in studies
of genre. Using a genre worlds approach, it contends that in order
to productively examine genre, we must consider industrial and
social factors as well as texts.
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