ワーグナーと自己宣伝 Richard Wagner : Self-Promotion and the Making of a Brand （1ST）

Vazsonyi, Nicholas

Cambridge Univ Pr（2010/03発売）

• 製本 Hardcover:ハードカバー版／ページ数 222 p.
• 言語 ENG
• 商品コード 9780521519960
• DDC分類 B

基本説明

This book examines all the innovative ways Wagner made himself a celebrity and promoted his agenda and his works, taking advantage of all available media.

Full Description

All modern artists have had to market themselves in some way. Richard Wagner may just have done it better than anyone else. In a self-promotional effort that began around 1840 in Paris, and lasted for the remainder of his career, Wagner claimed convincingly that he was the most German composer ever and the true successor of Beethoven. More significantly, he was an opera composer who declared that he was not composing operas. Instead, during the 1850s, he mapped out a new direction, conceiving of works that would break with tradition and be literally 'brand new'. This is the first study to examine the innovative ways in which Wagner made himself a celebrity, promoting himself using every means available: autobiography, journal articles, short stories, newspaper announcements, letters, even his operas themselves. Vazsonyi reveals how Wagner created a niche for his works in the crowded opera market that continues to be unique.

Contents

Acknowledgments; A note on translation and style; Abbreviations; Introduction; 1. Image; 2. Publicity; 3. Niche and branding; 4. Consumers and consumption; 5. Hub; Epilogue: the Wagner industry; Bibliography; Index.