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

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

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dc.contributor.author Lakner, Agnieszka [USOS65607] pl
dc.date.accessioned 2019-12-03T08:41:59Z
dc.date.available 2019-12-03T08:41:59Z
dc.date.issued 2016 pl
dc.identifier.issn 2353-7094 pl
dc.identifier.uri https://ruj.uj.edu.pl/xmlui/handle/item/88440
dc.language pol pl
dc.rights Dozwolony użytek utworów chronionych *
dc.rights.uri http://ruj.uj.edu.pl/4dspace/License/copyright/licencja_copyright.pdf *
dc.title The Metropolitan Opera jako wiodący producent spektakli operowych : strategia kreowania marki the Met pl
dc.title.alternative The Metropolitan Opera as a leading producer of opera : the strategy of creating a Met brand pl
dc.type JournalArticle pl
dc.description.physical 52-69 pl
dc.description.additional Bibliogr. s. 68. Abstr. w j. ang. pl
dc.identifier.weblink http://www.ejournals.eu/kmmuj/2016/Numer-29/art/11597/ pl
dc.abstract.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. pl
dc.subject.en opera pl
dc.subject.en Metropolitan Opera pl
dc.subject.en brand pl
dc.subject.en opera marketing pl
dc.subject.en global culture industry pl
dc.subject.en mediation pl
dc.subject.en opera pl
dc.subject.en Metropolitan Opera pl
dc.subject.en brand pl
dc.subject.en opera marketing pl
dc.subject.en global culture industry pl
dc.subject.en mediation pl
dc.description.number 2 (29) pl
dc.identifier.doi 10.4467/23537094KMMUJ.16.007.8046 pl
dc.title.journal Kwartalnik Młodych Muzykologów UJ pl
dc.language.container pol pl
dc.date.accession 2019-12-03 pl
dc.affiliation Wydział Historyczny pl
dc.subtype Article pl
dc.rights.original OTHER; otwarte czasopismo; ostateczna wersja wydawcy; po opublikowaniu; 24 pl
dc.identifier.project ROD UJ / OP pl
.pointsMNiSW [2016 B]: 5


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