Let Our Freak Flags Fly
Shrek the Musical and the Branding of Diversity
Datos Bibliográficos
| ID | 4550201 |
|---|---|
| Autores | Jessica Brater, Jessica Silsby Brater, Jessica Del Vecchio, Andrew L Friedman (0000-0002-2188-3821), Andrew Friedman (0009-0008-1003-8826), Bethany Holmstrom, Bethany D Holmstrom, Eero Laine (0000-0001-5762-3979), Donald Levit, Hillary Miller (0000-0002-7887-9671), David Savran, Carly Griffin Smith, Kenn Watts, K Jane Watts, K Jane Watt, Kenn Watt, Catherine Young (0000-0001-5879-071X), Peter Zazzali (0009-0003-2794-2612) |
| Año | 2010 |
| Volumen | 62 |
| Número | 2 |
| Páginas | 151-172 |
| Fecha de publicación | 2010-05-01 |
| Peer Reviewed | Sí |
| Open Access | No |
| Tipo | ARTICLE |
| Revista | Theatre Journal (JOURNAL) |
| Identificadores de la revista | ISSN: 0192-2882 • E-ISSN: 1086-332X |
| Editorial | Project MUSE (PUBLISHER • US) |
| DOI | 10.1353/tj.0.0351 |
| OpenAlex | W2113577923 |
| Idioma | EN |
| Citas recibidas | 3 |
| Referencias citadas | 10 |
Let Our Freak Flags Fly': Shrek the Musical and the Branding of Diversity" argues that DreamWorks used Shrek the Musical to exploit a generic theme of multiculturalism to extend the reach of the Shrek franchise and challenge Disney's domination of the Broadway market. By bringing a political-economic analysis to bear on the study of commercial theatre, the essay shows that DreamWorks's marketing strategy-diversification-provided the theme-diversity-for the product it was employing to implement that strategy. Yet because Shrek 's multicultural message is contradicted by the blatant racial stereotyping of Donkey, Shrek's "jive-spouting sidekick," the musical in fact epitomizes the contradictions that inform multiculturalism in the early twenty-first-century marketplace and functions as an unlikely emblem of the Age of Obama
Advertising · Aesthetics · Art · Diversification (marketing strategy · Diversity (politics · FLAGS register · FREAK · Media studies · Multiculturalism · Musical · Political science · Politics · Sociology · Theme (computing · Visual arts · Law · Media, Gender, and Advertising · Military history and social perspectives · Theater, Performance, and Music History · Marketing
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| Obras citantes distintas | 3 |
|---|---|
| Citas por año | 0,25 |
| Intervalo de citas | 2014 - 2019 (6) |
| Velocidad de citación | historical |
| Altamente citado | No |
| Tipos de cita | Neutras: 3 |