Let Our Freak Flags Fly
Shrek the Musical and the Branding of Diversity
Bibliographic Data
| ID | 4550201 |
|---|---|
| Authors | 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) |
| Year | 2010 |
| Volume | 62 |
| Issue | 2 |
| Pages | 151-172 |
| Publication date | 2010-05-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Theatre Journal (JOURNAL) |
| Journal identifiers | ISSN: 0192-2882 • E-ISSN: 1086-332X |
| Publisher | Project MUSE (PUBLISHER • US) |
| DOI | 10.1353/tj.0.0351 |
| OpenAlex | W2113577923 |
| Language | EN |
| Citations received | 3 |
| References cited | 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
The American Musical and the Formation of National Identity
Grundrisse
The Political Economy of Communication
Critical Perspectives on Urban Redevelopment
Green Consciousness
New York's Facelift
The Psychoanalytic Study of the Child
The Economic Development of the "New" Times Square and Its Impact on the Broadway Musical
Performing Arts
Cultures in Babylon
| Unique citing works | 3 |
|---|---|
| Citations per year | 0,25 |
| Citation span | 2014 - 2019 (6) |
| Citation velocity | historical |
| Highly cited | No |
| Citation types | Neutral: 3 |