Cultural Studies of LEGO More Than Just Bricks
This collection examines LEGO from an array of critical and cultural studies approaches, foregrounding the world-renowned brand's ideological power and influence. Given LEGO’s status as the world’s largest toy manufacturer and a transnational multimedia c
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Cultural Studies of LEGO
Rebecca C. Hains · Sharon R. Mazzarella Editors
Cultural Studies of LEGO More Than Just Bricks
Editors Rebecca C. Hains Department of Media and Communication Salem State University Salem, MA, USA
Sharon R. Mazzarella School of Communication Studies James Madison University Harrisonburg, VA, USA
ISBN 978-3-030-32663-0 ISBN 978-3-030-32664-7 (eBook) https://doi.org/10.1007/978-3-030-32664-7 © The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2019 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, expressed or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Cover design by eStudioCalamar This Palgrave Macmillan imprint is published by the registered company Springer Nature Switzerland AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
For Theo, Alex and Xavier, who make everything awesome —Rebecca C. Hains For Jeff, who has taught me one is never too old to “play well” —Sharon R. Mazzarella
Preface
As a children’s media culture scholar, I observed with professional interest LEGO’s transformation from a children’s toy into a transnational, transmedia brand with immense cultural power. My research has always considered the cultural implications of major media phenomena, such as girl power’s rise in the 1990s, and the Disney Princess brand’s ascendency after the turn of the millennium. The latter subject built upon a wealth of previous scholarship, as scholars and other critics have been interrogating Disney for decades. But not so with LEGO: It only recently emerged as a transmedia brand that boasts, among other properties, blockbuster animated films. So, one day, not too long after the release of The LEGO Batman Movie in 2017, I asked Sharon: What if we were to give LEGO the Disney treatment? That question guided us as we developed this volume. We created this book for scholars,
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