Shakespeare is a cultural phenomenon and arguably the most renowned playwright in history. In this edited collection, Shellard and Keenan bring together a collection of essays from international scholars that examine the direct and indirect economic and cultural impact of Shakespeare in the marketplace in the UK and beyond. From the marketing of Shakespeare’s plays on and off stage, to the wider impact of Shakespeare in fields such as education, and the commercial use of Shakespeare as a brand in the advertising and tourist industries, this volume makes an important contribution to our understanding of the Shakespeare industry 400 years after his death. With a foreword from the celebrated cultural economist Bruno Frey and nine essays exploring the cultural and economic impact of Shakespeare in his own day and the present, Shakespeare’s Cultural Capital forms a unique offering to the study of cultural economics and Shakespeare.

SHAKESPEARE STUDIES is an international volume published every year in hard cover that contains essays and studies by critics and cultural historians from both hemispheres. Although the journal maintains a focus on the theatrical milieu of Shakespeare and his contemporaries, it is also concerned with Britain's intellectual and cultural connections to the continent, its socio-political history, and its place in the emerging globalism of the period. In addition to articles, the journal includes substantial reviews of significant publications dealing with these issues, as well as theoretical studies relevant to scholars of early modern literature. Volume XXXVIII features another in the journal's ongoing series of Forums on an issue of importance to Renaissance studies. Organised and introduced by Greg Colon Semenza, this Forum, 'After Shakespeare and Film', includes the interdisciplinary perspectives of nine contributors on the positioning of Shakespeare studies in digital and other contemporary technologies. The volume also features an article on representing 'blackness' in Shakespearean productions from 1821 to 1844, and another on the influence of 19th-century melodrama on the Shakespeare critical tradition, as well as a review article on 'Shakespeare and the Gothic Strain'. Reviews in this issue address such disparate topics as Shakespeare and the problem of adaptation, Renaissance culture and the rise of the machine, and locating privacy in Tudor England.

This study simultaneously supports and challenges Shakespeare's universality. It does this by showing that Shakespeare is not universal insofar as his poetry speaks to all people of all classes, beyond class distinctions, but by demonstrating just how deeply entrenched Shakespeare is across a spectrum of socioeconomic structures and class, gender and ethnic struggles. The subjects of these essays range from Shakespeare's own appropriation of the sonnet form from Elizabethan couriers to reinterpretations of Shakespeare's plays in 19th-century African theatre to Brecht's political reworkings of Shakespeare's plays to pedagogical uses of Shakespeare in cultural studies courses to adaptations of Shakespeare in gay porn films.

Shakespeare in Children's Literature looks at the genre of Shakespeare-for-children, considering both adaptations of his plays and children's novels in which he appears as a character. Drawing on feminist theory and sociology, Hateley demonstrates how Shakespeare for children utilizes the ongoing cultural capital of "Shakespeare," and the pedagogical aspects of children's literature, to perpetuate anachronistic forms of identity and authority.

Shakespeare's vast cultural capital does not often translate easily to financial capital. Whether those who invest in Shakespeare seek financial, educational, or cultural gain, an understanding of capital conversion as it relates to Shakespeare industries can inform decisions and clarify goals. After clarifying and delineating what we have and know of Shakespeare before 1616 and what has been created by culture regarding him after 1616, we label the latter Shakesaltation, then seek the key to converting his cultural capital to financial capital. Applying Pierre Bourdieu's states of cultural capital to the Shakespeare industry illustrates why many investments fail, few succeed, and why: cultural capital must be in its institutionalized state in order to be convertible to profit. Juxtaposing three case studies of Shakespeare industries (Film, Cultural Destination Tourism, and the Bard Branding practice in various industries), analyzed using Bourdieu, confirms that Shakesaltation - the ideals and myths that have been created around Shakespeare beyond his death - are the key to profiting from Shakespeare.

This innovative collection explores uses of Shakespeare in a wide variety of 21st century contexts, including business manuals, non-literary scholarship, database aggregation, social media, gaming, and creative criticism. Essays in this volume demonstrate that users’ critical and creative uses of the dramatist’s works position contemporary issues of race, power, identity, and authority in new networks that redefine Shakespeare and reconceptualize the ways in which he is processed in both scholarly and popular culture. While The Shakespeare User contributes to the burgeoning corpus of critical works on digital and Internet Shakespeares, this volume looks beyond the study of Shakespeare artifacts to the system of use and users that constitute the Shakespeare network. This reticular understanding of Shakespeare use expands scholarly forays into non-academic practices, digital discourse communities, and creative critical works manifest via YouTube, Twitter, blogs, databases, websites, and popular fiction.

Through the discursive political lenses of Occupy Wall Street and the 99%, this volume of essays examines the study of Shakespeare and of literature more generally in today’s climate of educational and professional uncertainty. Acknowledging the problematic relationship of higher education to the production of inequity and hierarchy in our society, essays in this book examine the profession, our pedagogy, and our scholarship in an effort to direct Shakespeare studies, literary studies, and higher education itself toward greater equity for students and professors. Covering a range of topics from diverse positions and perspectives, these essays confront and question foundational assumptions about higher education, and hence society, including intellectual merit and institutional status. These essays comprise a timely conversation critical for understanding our profession in “post-Occupy” America.