Print capitalism is a theory underlying the concept of a nation, as a group that forms an imagined community, that emerges with a common language and discourse that is generated from the use of the printing press, proliferated by a capitalist marketplace. Capitalist entrepreneurs printed their books and media in the vernacular (instead of exclusive script languages, such as Latin) in order to maximize circulation. As a result, readers speaking various local dialects became able to understand each other, and a common discourse emerged.