Shakespeare’s Cultural Capital

His Economic Impact from the Sixteenth to the Twenty-first Century

  • Dominic Shellard
  • Siobhan Keenan

Table of contents

  1. Front Matter
    Pages i-xiii
  2. Siobhan Keenan, Dominic Shellard
    Pages 1-12
  3. Siobhan Keenan
    Pages 13-31
  4. Gabriel Egan
    Pages 32-56
  5. Graham Holderness, Bryan Loughrey
    Pages 99-125
  6. Conrad Bird, Jason Eliadis, Harvey Scriven
    Pages 148-162
  7. Susan Bennett
    Pages 163-179
  8. Back Matter
    Pages 180-187

About this book


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 Education Advertising Economics Cultural capital Corporate sponsorship Social media Film Textual Criticism Editing New economic criticism Theatre Cultural Olympiad Beeronomics

Editors and affiliations

  • Dominic Shellard
    • 1
  • Siobhan Keenan
    • 1
  1. 1.De Montfort UniversityLeicesterUK

Bibliographic information

Industry Sectors
Finance, Business & Banking