Shakespeare's cultural capital : his economic impact from the sixteenth to the twentty-first century

Shakespeare is a cultural phenomenon and arguably the most renowned playwright in history. In this edited collection, Shellard and Keenan bring together a collection of essays from international scholars that examine the direct and indirect economic and cultural impact of Shakespeare in the marketplace in the UK and beyond. From the marketing of Shakespeare’s plays on and off stage, to the wider impact of Shakespeare in fields such as education, and the commercial use of Shakespeare as a brand in the advertising and tourist industries, this volume makes an important contribution to our understanding of the Shakespeare industry 400 years after his death. With a foreword from the celebrated cultural economist Bruno Frey and nine essays exploring the cultural and economic impact of Shakespeare in his own day and the present, __Shakespeare’s Cultural Capital__ forms a unique offering to the study of cultural economics and Shakespeare. Shakespeare And The Market In His Own Day / Siobhan Keenan -- Shakespeare And The Impact Of Editing / Gabriel Egan -- Marketing Shakespeare On Film / Deborah Cartmell -- Shakespearean Actors, Memes, Social Media And The Circulation Of Shakespearean 'value' / Anna Blackwell -- Ales, Beers, Shakespeares / Graham Holderness, Bryan Loughrey -- A King Rediscovered: The Economic Impact Of Richard Iii And Richard Iii On The City Of Leicester / Dominic Shellard -- Shakespeare Is 'great' / Conrad Bird -- Sponsored By Shakespeare / Susan Bennett. Edited By Dominic Shellard, De Montfort University, Leicester And Siobhan Keenan, De Montfort University, Leicester. Includes Bibliographical References And Index. Front Matter....Pages i-xiii Introduction....Pages 1-12 Shakespeare and the Market in His Own Day....Pages 13-31 Shakespeare and the Impact of Editing....Pages 32-56 Marketing Shakespeare Films: From Tragedy to Biopic....Pages 57-76 Shakespearean Actors, Memes, Social Media and the Circulation of Shakespearean ‘Value’....Pages 77-98 Ales, Beers, Shakespeares....Pages 99-125 A King Rediscovered: The Economic Impact of Richard III and Richard III on the City of Leicester....Pages 126-147 Shakespeare Is ‘GREAT’....Pages 148-162 Sponsoring Shakespeare....Pages 163-179 Back Matter....Pages 180-187