Overview: Combines cultural and literary analysis, archival research, narrative and gender theory, in-depth interviews with both consumers and producers, ethnography, and analysis of social media.Illustrates ho.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 patterns that make such sustainability possible. Drawing on the fields of macromarketing, consumer behavior, literary and cultural stud
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