Marketing and Consumption of Oz from L. Frank Baum to Broadway

by Susan Aronstein, Terri L. Rittenburg, Kent Drummond

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About

"The Road to Wicked examines the long life of the Oz myth. It is both a study in cultural sustainability-- the capacity of artists, narratives, art forms, and genres to remain viable over time--and an examination of the marketing machinery and consumption patterns that make such sustainability possible. Drawing on the fields of macromarketing, consumer behavior, literary and cultural studies, and theories of adaption and remediation, the authors examine key adaptations and extensions of Baum's 1900 novel. These include the original Oz craze, the MGM film and its television afterlife, Wicked and its extensions, and Oz the Great and Powerful--Disney's recent (and highly lucrative) venture that builds on the considerable success of Wicked. At the end of the book, the authors offer a foundational framework for a new theory of cultural sustainability and propose a set of explanatory conditions under which any artistic experience might achieve it."--

Discussion questions for Marketing and Consumption of Oz from L. Frank Baum to Broadway

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1
The authors introduce "cultural sustainability" as a core concept. How do they define this, and what specific characteristics of the Oz myth do they argue make it such a powerful example for their theory?
2
Thinking about your own introduction to Oz, which specific adaptation—whether it was L. Frank Baum's original books, the MGM film, Wicked, or another version—had the most significant impact on your personal connection to the story, and how does that experience align with or diverge from the authors' analysis of consumption patterns?
3
The book highlights the "marketing machinery and consumption patterns" that sustain Oz. Can you identify a particular marketing strategy or consumer behavior trend discussed by the authors that you found most surprising or insightful in explaining Oz's enduring appeal?

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