This chapter introduces the topic of Shakespeare’s cultural capital and the marketplace, offering an overview of some of the different ways in which Shakespeare and his work have been marketed and had an economic and cultural impact in, and since, his own day in the UK and beyond. This includes addressing the emergence of Shakespeare as a cultural icon, 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. The introduction also discusses the emergence of modern scholarship on the marketing and economic impact of Shakespeare and offers an overview of the following chapters and the different ways in which they reflect on the cultural and economic impact of Shakespeare.
Citation:Shellard, D. and Keenan, S. (2016) Introduction. In: Shakespeare's Cultural Capital: His Economic Impact from the Sixteenth to the Twenty-First Century, ed. Dominic Shellard and Siobhan Keenan, Basingstoke: Palgrave Macmillan, pp. 1-12
Research Group:English Research Group
- School of Humanities