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The Road to Wicked

The Marketing and Consumption of Oz from L. Frank Baum to Broadway

  • Kent Drummond
  • Susan Aronstein
  • Terri L. Rittenburg

Table of contents

  1. Front Matter
    Pages i-xi
  2. Kent Drummond, Susan Aronstein, Terri L. Rittenburg
    Pages 1-30
  3. The Road

    1. Front Matter
      Pages 31-31
    2. Kent Drummond, Susan Aronstein, Terri L. Rittenburg
      Pages 33-73
    3. Kent Drummond, Susan Aronstein, Terri L. Rittenburg
      Pages 75-103
    4. Kent Drummond, Susan Aronstein, Terri L. Rittenburg
      Pages 105-125
    5. Kent Drummond, Susan Aronstein, Terri L. Rittenburg
      Pages 127-154
  4. Wicked

    1. Front Matter
      Pages 155-155
    2. Kent Drummond, Susan Aronstein, Terri L. Rittenburg
      Pages 157-169
    3. Kent Drummond, Susan Aronstein, Terri L. Rittenburg
      Pages 171-207
    4. Kent Drummond, Susan Aronstein, Terri L. Rittenburg
      Pages 209-232
    5. Kent Drummond, Susan Aronstein, Terri L. Rittenburg
      Pages 233-259
  5. Beyond Wicked

    1. Front Matter
      Pages 261-261
    2. Kent Drummond, Susan Aronstein, Terri L. Rittenburg
      Pages 263-287
    3. Kent Drummond, Susan Aronstein, Terri L. Rittenburg
      Pages 289-306
  6. Back Matter
    Pages 307-336

About this book

Introduction

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.

Keywords

Wicked L. Frank Baum Wizard of Oz Media Marketing Media Consumption Cultural Sustainability The Wonderful Wizard of Oz Oz the Great and Powerful

Authors and affiliations

  • Kent Drummond
    • 1
  • Susan Aronstein
    • 2
  • Terri L. Rittenburg
    • 3
  1. 1.Department of Management and MarketingUniversity of WyomingLaramieUSA
  2. 2.Department of EnglishUniversity of WyomingLaramieUSA
  3. 3.Department of Management and MarketingUniversity of WyomingLaramieUSA

Bibliographic information