This book deals with Shakespeare's role in contemporary culture. It
looks in detail at the way that Shakespeare's plays inform modern
ideas of cultural value and the work required to make Shakespeare
part of modern culture. It is unique in using social policy,
anthropology and economics, as well as close readings of the
playwright, to show how a text from the past becomes part of
contemporary culture and how Shakespeare's writing informs modern
ideas of cultural value. It goes beyond the twentieth-century
cultural studies debates that argued the case for and against
Shakespeare's status, to show how he can exist both as a free
artistic resource and as a branded product in the cultural
marketplace. It will appeal not only to scholars studying
Shakespeare, but also to educators and any reader interested in
contemporary cultural policy. -- .
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