The Road to Wicked :The Marketing and Consumption of Oz from L. Frank Baum to Broadway
The Road to Wicked :The Marketing and Consumption of Oz from L. Frank Baum to Broadway
paperback
Published:
22 December, 2018
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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.
More Details
| Type | Book |
|---|---|
| ISBN13 | 9783030065904 |
| ISBN10 | 3030065901 |
| Number Of Pages | 336 |
| Item Weight | 1000 g |
| Publisher / Reseller | Springer Nature Switzerland AG |
| Format | paperback |
| Edition | Softcover reprint of the original 1st ed. 2018 |
Media Reviews
“The Road to Wicked is notable title that goes into the details of consumer-product relations and explains the many steps the industry in cooperation with the arts and entertainment industry prepares and carries out for the simple motive of commercial success.” (A. Ebert, popcultureshelf.com, February, 2019)
GoodReads Reviews
Author's Bio
Kent Drummond is Associate Professor of Management and Marketing in the College of Business at the University of Wyoming, USA.
Susan Aronstein is Professor of English and Director of the University Honors Program at the University of Wyoming, USA.
Terri L. Rittenburg is Professor Emerita of Management and Marketing in the College of Business at the University of Wyoming, USA.