Shakespeare's Cultural Capital

1. Front Matter

   Pages i-xiii

   PDF

2. Introduction

   • Siobhan Keenan, Dominic Shellard

   Pages 1-12

3. Shakespeare and the Market in His Own Day

   • Siobhan Keenan

   Pages 13-31

4. Shakespeare and the Impact of Editing

   • Gabriel Egan

   Pages 32-56

5. Marketing Shakespeare Films: From Tragedy to Biopic

   • Deborah Cartmell

   Pages 57-76

6. Shakespearean Actors, Memes, Social Media and the Circulation of Shakespearean ‘Value’

   • Anna Blackwell

   Pages 77-98

7. Ales, Beers, Shakespeares

   • Graham Holderness, Bryan Loughrey

   Pages 99-125

8. A King Rediscovered: The Economic Impact of Richard III and Richard III on the City of Leicester

   • Dominic Shellard

   Pages 126-147

9. Shakespeare Is ‘GREAT’

   • Conrad Bird, Jason Eliadis, Harvey Scriven

   Pages 148-162

10. Sponsoring Shakespeare

    • Susan Bennett

    Pages 163-179

11. Back Matter

    Pages 180-187

    PDF

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
• Education
• Advertising
• Economics
• Cultural capital
• Corporate sponsorship
• Social media
• Film
• Textual Criticism
• Editing
• New economic criticism
• Theatre
• Cultural Olympiad
• Beeronomics

“Over the course of the 2016 anniversary celebrations, much will be said about Shakespeare's value. And yet, his very real cash value will remain for the most part the elephant in the room.  Here at last is a book which owns up to it, and it's wide-ranging and insightful. Properly and refreshingly serious about Shakespeare's harder contributions to the cultural economy.  And because of this honest worldliness, sometimes also funny.” (Professor Ewan Fernie, University of Birmingham, UK)

“This wide-ranging and diverse set of essays demonstrate that, where Shakespeare is concerned, money matters. From the financial constraints and opportunities that shaped Shakespeare’s own writing, to the ongoing exploitation of the Shakespeare brand to sell books, beers, dead kings and living actors, this book argues that Shakespeare’s currency is inextricable from the worlds of big business, cultural imperialism, international diplomacy and corporate art. On the 400^th anniversary of his death, Shakespeare’s Cultural Capital makes a timely and important case for the ongoing value of Shakespeare’s stock.” (Dr Peter Kirwan, University of Nottingham, UK)

“A fascinating historical and thematic variety of Shakespeare branding, from his place in early modern commercial theatre and publishing, to his power to sell beer, and his importance in the current GREAT Britain government campaign to attract international investment in the UK. Its contributors raise awareness of our own responsibility as consumers of Shakespeare, as scholars, playgoers and members of the public.” (Professor Alison Findlay, Lancaster University, UK)

• De Montfort University, Leicester, UK

  Dominic Shellard, Siobhan Keenan

Professor Dominic Shellard is the vice-chancellor of De Montfort University, Leicester, UK and an expert on post-war British Theatre. He is the author of nine books and the leader of the British Library Theatre Archive Project. He authored the Arts Council England project Economic Impact Study of UK Theatre and An Economic Impact Study of Welsh National Opera within Wales.

Dr Siobhan Keenan is a reader in Shakespeare and Renaissance Literature at De Montfort University, Leicester, UK. She has published widely on early modern theatre history and is the author of several books, including Travelling Players in Shakespeare’s England (Palgrave Macmillan, 2002) and Acting Companies and Their Plays in Shakespeare’s London.

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