Would someone explain. . .

. . . what either occurrence of the word literary refers to in the following sentence: “Th[e] ability to enlist various kinds of writing not themselves per se ‘literary’ in the creation of literary form is part of what has allowed fiction to retain its vitality. . . .” If both refer to the same thing why is the first handled with quotation marks? And if they refer to different things how do the quotation marks specify the difference? Help me. I’m lost.