PL EN


2016 | 2(29) | 52-69
Article title

The Metropolitan Opera jako wiodący producent spektakli operowych. Strategia kreowania marki the Met

Content
Title variants
EN
The Metropolitan Opera as a leading producer of opera. The strategy of creating a Met brand
Languages of publication
PL
Abstracts
EN
The aim of an article is to show a strategy of creating brand by Metropolitan Opera according to the theory of global culture industry by Scott Lash and Ceila Lury. The main process which plays a significant role in this strategy is a medialisation of the opera, which provides constant update of this genre and helps it to adapt its form for a contemporary consumer. This strategy changes the relation between product and its recipient on several levels and makes an opera a new, fresh and modern music genre, as well as a theatrical and cinematic experience. Expansive Met brand transforms the operatic industry and introduces numerous innovations as Live in HD, iPod applications, Met on Demand, a brand of a singer etc. There’s also a significant aura around this brand, which imposes a form of thinking and causes certain expectations in relation to the consumer goods made by Met. According to the Roland Barthes’ theory of modern myth, the perception of this brand depends also on its history, memory and tradition, as well as being created by the identity itself. Thanks to the innovations and the nature of the event, an access to the opera nowadays is much easier and becomes a sign of a modern era.
Year
Issue
Pages
52-69
Physical description
Dates
online
2016-04-01
Contributors
  • Uniwersytet Jagielloński w Krakowie
References
  • Barthes R., Mitologie, tłum. A. Dziadek, Warszawa 2000.
  • Benjamin W., Tworca jako wytworca, tłum. J. Sikorski, Poznań 1975.
  • Jakubowska B., Metropolitan Opera uchem i okiem Basi Jakubowskiej. Recenzje 2001–2009, Krakow 2010.
  • Lash S., Lury C., Globalny przemysł kulturowy. Medializacja rzeczy, tłum. J. Marmurek, R. Mitoraj, Krakow 2011.
  • Skowron Z., Nowa muzyka amerykańska, Krakow 2011.
  • Žižek S., Dolar M., Druga śmierć opery, Warszawa 2008.
  • http://www.huffingtonpost.com/justin-moss/bye-bye-fat-lady-make-way_b_1761490.html [dostęp: 26.06.2014].
  • http://www.metoperafamily.org/metopera/index.aspx [dostęp: 26.06.2014].
  • http://voices.yahoo.com/todays-sexiest-female-opera-singers-7206314.html?cat=2 [dostęp: 26.06.2014].
  • http://voices.yahoo.com/todays-ten-sexiest-male-opera-singers-7179332.html?cat=2 [dostęp: 26.06.2014].
  • http://www.metoperafamily.org/metopera/season/subscriptions/select.aspx?icamp=cyos&iloc=hptab [dostęp: 9.06.2014].
  • http://www.operaclub.org/Default.aspx?p=DynamicModule&pageid=269435&ssid=137993&vnf=1 [dostęp: 22.06.2016].
Document Type
Publication order reference
Identifiers
ISSN
2353-7094
YADDA identifier
bwmeta1.element.desklight-47a6b3a5-fb4c-498d-830b-448fed36fdd0
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