Royal Fever : The British Monarchy in Consumer Culture / Cele C. Otnes, Pauline Maclaran.

Format:

Book

Author/Creator:

Otnes, Cele, Author.

Maclaran, Pauline, Author.

Language:

English

Subjects (All):

Windsor (Royal house : 1917- : Great Britain)--Marketing.

Windsor (Royal house :.

Windsor (Royal house : 1917- : Great Britain)--Public opinion.

Royal houses--Great Britain--Marketing.

Royal houses.

Royal houses--Great Britain--Public opinion.

Physical Description:

1 online resource (384 p.)

Edition:

First edition.

Place of Publication:

Berkeley, CA : University of California Press, [2015]

Language Note:

English

Summary:

No monarchy has proved more captivating than that of the British Royal Family. Across the globe, an estimated 2.4 billion people watched the wedding of Prince William and Catherine Middleton on television. In contemporary global consumer culture, why is the British monarchy still so compelling? Rooted in fieldwork conducted from 2005 to 2014, this book explores how and why consumers around the world leverage a wide range of products, services, and experiences to satisfy their fascination with the British Royal Family brand. It demonstrates the monarchy's power as a brand whose narrative has existed for more than a thousand years, one that shapes consumer behavior and that retains its economic and cultural significance in the twenty-first century. The authors explore the myriad ways consumer culture and the Royal Family intersect across collectors, commemorative objects, fashion, historic sites, media products, Royal brands, and tourist experiences. Taking a case study approach, the book examines both producer and consumer perspectives. Specific chapters illustrate how those responsible for orchestrating experiences related to the British monarchy engage the public by creating compelling consumer experiences. Others reveal how and why people devote their time, effort, and money to Royal consumption-from a woman who boasts a collection of over 10,000 pieces of British Royal Family trinkets to a retired American stockbroker who spends three months each year in England hunting for rare and expensive memorabilia. Royal Fever highlights the important role the Royal Family continues to play in many people's lives and its ongoing contribution as a pillar of iconic British culture.

Contents:

Front matter

CONTENTS

FIGURES AND TABLES

PREFACE

ACKNOWLEDGMENTS

PROCLAIMED ENGLISH/BRITISH MONARCHS: 1066-PRESENT

KEY EVENTS IN THE BRITISH ROYAL FAMI LY SINCE 1981

INTRODUCTION: The Politics and Business of Monarchy

ONE. The Magnetism of the Monarchy

TWO. The Roots of Royal Fever

THREE. "A Head Full of Royal": MARGARET TYLER'S MAJESTIC WORLD

FOUR. The Face on the Tea Towels: THE GLOBAL QUEST FOR DIANA

FIVE. Pomp and Popcorn: THE BRITISH ROYAL FAMILY ON STAGE AND SCREEN

SIX. Marketing the Monarchy

SEVEN. Storying the Monarchy: ROYAL TOURISM AND HISTORIC ROYAL PALACES

EIGHT. Weekends in Windsor: CASTLES, CHINA, AND CORGIS

NINE. William and Catherine: REMAKING THE MONARCHY

TEN. The Royal Family Brand: A RIGHT ROYAL FUTURE?

APPENDIX: Explanation of Fieldwork

NOTES

SELECTED REFERENCES

INDEX

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

Description based on online resource; title from PDF title page (publisher's Web site, viewed 24. Apr 2020)

ISBN:

9780520273665

9780520962149

0520962141

OCLC:

919612461