The Metropolitan Opera jako wiodący producent spektakli operowych : strategia kreowania marki the Met

2016
journal article
article
dc.abstract.enThe 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.pl
dc.affiliationWydział Historycznypl
dc.contributor.authorLakner, Agnieszka - 118960 pl
dc.date.accession2019-12-03pl
dc.date.accessioned2019-12-03T08:41:59Z
dc.date.available2019-12-03T08:41:59Z
dc.date.issued2016pl
dc.date.openaccess24
dc.description.accesstimepo opublikowaniu
dc.description.additionalBibliogr. s. 68. Abstr. w j. ang.pl
dc.description.number2 (29)pl
dc.description.physical52-69pl
dc.description.versionostateczna wersja wydawcy
dc.identifier.doi10.4467/23537094KMMUJ.16.007.8046pl
dc.identifier.issn2353-7094pl
dc.identifier.projectROD UJ / OPpl
dc.identifier.urihttps://ruj.uj.edu.pl/xmlui/handle/item/88440
dc.identifier.weblinkhttp://www.ejournals.eu/kmmuj/2016/Numer-29/art/11597/pl
dc.languagepolpl
dc.language.containerpolpl
dc.rightsDozwolony użytek utworów chronionych*
dc.rights.licenceOTHER
dc.rights.urihttp://ruj.uj.edu.pl/4dspace/License/copyright/licencja_copyright.pdf*
dc.share.typeotwarte czasopismo
dc.subject.enoperapl
dc.subject.enMetropolitan Operapl
dc.subject.enbrandpl
dc.subject.enopera marketingpl
dc.subject.englobal culture industrypl
dc.subject.enmediationpl
dc.subject.enoperapl
dc.subject.enMetropolitan Operapl
dc.subject.enbrandpl
dc.subject.enopera marketingpl
dc.subject.englobal culture industrypl
dc.subject.enmediationpl
dc.subtypeArticlepl
dc.titleThe Metropolitan Opera jako wiodący producent spektakli operowych : strategia kreowania marki the Metpl
dc.title.alternativeThe Metropolitan Opera as a leading producer of opera : the strategy of creating a Met brandpl
dc.title.journalKwartalnik Młodych Muzykologów UJpl
dc.typeJournalArticlepl
dspace.entity.typePublication
dc.abstract.enpl
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.
dc.affiliationpl
Wydział Historyczny
dc.contributor.authorpl
Lakner, Agnieszka - 118960
dc.date.accessionpl
2019-12-03
dc.date.accessioned
2019-12-03T08:41:59Z
dc.date.available
2019-12-03T08:41:59Z
dc.date.issuedpl
2016
dc.date.openaccess
24
dc.description.accesstime
po opublikowaniu
dc.description.additionalpl
Bibliogr. s. 68. Abstr. w j. ang.
dc.description.numberpl
2 (29)
dc.description.physicalpl
52-69
dc.description.version
ostateczna wersja wydawcy
dc.identifier.doipl
10.4467/23537094KMMUJ.16.007.8046
dc.identifier.issnpl
2353-7094
dc.identifier.projectpl
ROD UJ / OP
dc.identifier.uri
https://ruj.uj.edu.pl/xmlui/handle/item/88440
dc.identifier.weblinkpl
http://www.ejournals.eu/kmmuj/2016/Numer-29/art/11597/
dc.languagepl
pol
dc.language.containerpl
pol
dc.rights*
Dozwolony użytek utworów chronionych
dc.rights.licence
OTHER
dc.rights.uri*
http://ruj.uj.edu.pl/4dspace/License/copyright/licencja_copyright.pdf
dc.share.type
otwarte czasopismo
dc.subject.enpl
opera
dc.subject.enpl
Metropolitan Opera
dc.subject.enpl
brand
dc.subject.enpl
opera marketing
dc.subject.enpl
global culture industry
dc.subject.enpl
mediation
dc.subject.enpl
opera
dc.subject.enpl
Metropolitan Opera
dc.subject.enpl
brand
dc.subject.enpl
opera marketing
dc.subject.enpl
global culture industry
dc.subject.enpl
mediation
dc.subtypepl
Article
dc.titlepl
The Metropolitan Opera jako wiodący producent spektakli operowych : strategia kreowania marki the Met
dc.title.alternativepl
The Metropolitan Opera as a leading producer of opera : the strategy of creating a Met brand
dc.title.journalpl
Kwartalnik Młodych Muzykologów UJ
dc.typepl
JournalArticle
dspace.entity.type
Publication
Affiliations

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