The Road to Wicked The Marketing and Consumption of Oz from L. Frank
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 pa
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T he Ma rk e t i n g & C on s u m p t ion o f O z f r o m L . Fr a n k B a u m t o B r o a d w ay
The Road to Wicked
Kent Drummond · Susan Aronstein Terri L. Rittenburg
The Road to Wicked The Marketing and Consumption of Oz from L. Frank Baum to Broadway
Kent Drummond Department of Management and Marketing University of Wyoming Laramie, WY, USA
Terri L. Rittenburg Department of Management and Marketing University of Wyoming Laramie, WY, USA
Susan Aronstein Department of English University of Wyoming Laramie, WY, USA
ISBN 978-3-319-93105-0 ISBN 978-3-319-93106-7 (eBook) https://doi.org/10.1007/978-3-319-93106-7 Library of Congress Control Number: 2018945490 © The Editor(s) (if applicable) and The Author(s) 2018 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, express 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 credit: Charoen pattarapitak/Alamy Stock Photo, Ger Bosma/Moment Open/ Getty Images Cover design by Henry Petrides Printed on acid-free paper This Palgrave Macmillan imprint is published by the registered company Springer International Publishing AG part of Springer Nature The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
We dedicate this book to our mothers—Evalyn, Evelyn, and Janet—who introduced us to The Wizard of Oz and to the joys of musical theater.
Acknowledgements
This book is the culmination of the work of its co-authors, but the final product is due to the help and support of so many others. Our dear friends and colleagues at the University of Wyoming, including those in the Honors College and the Departments of Management and Marketing and English, sustained us intellectually and emotionally, and for that, we will always be grateful. We are also indebted to our graduate students who, in classes and hallways, were always willing to take a moment to talk about Oz and Cultural Sustainability. The Wyoming Institute for the Human
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