The Road to Wicked: The Marketing and Consumption of Oz from L. Frank Baum to Broadway 2018 Edition Contributor(s): Drummond, Kent (Author), Aronstein, Susan (Author), Rittenburg, Terri L. (Author) |
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ISBN: 3319931059 ISBN-13: 9783319931050 Publisher: Palgrave MacMillan OUR PRICE: $94.99 Product Type: Hardcover - Other Formats Published: August 2018 |
Additional Information |
BISAC Categories: - Social Science | Popular Culture - Performing Arts | Theater - General - Business & Economics | Industries - Media & Communications |
Dewey: 306 |
Physical Information: 1.06" H x 5.83" W x 8.27" (1.58 lbs) 336 pages |
Descriptions, Reviews, Etc. |
Publisher Description: The Road to Wicked examines the long life of the Oz myth. It is both a study in cultural sustainability-- the capacity of artists, narratives, art forms, and genres to remain viable over time--and an examination of the marketing machinery and consumption patterns that make such sustainability possible. Drawing on the fields of macromarketing, consumer behavior, literary and cultural studies, and theories of adaption and remediation, the authors examine key adaptations and extensions of Baum's 1900 novel. These include the original Oz craze, the MGM film and its television afterlife, Wicked and its extensions, and Oz the Great and Powerful--Disney's recent (and highly lucrative) venture that builds on the considerable success of Wicked. At the end of the book, the authors offer a foundational framework for a new theory of cultural sustainability and propose a set of explanatory conditions under which any artistic experience might achieve it. |