The Creation of an Avant-Garde Brand: Heiner M�ller’s Self-Presentation in the German Public Sphere: Heiner Mueller's Self-Presentation in the German Public Sphere: 75 (German Life and Civilization) - Pohlmann, Jens: 9781800798922

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The Creation of an Avant-Garde Brand

Jens Pohlmann

Published by Peter Lang Ltd, International Academic Publishers (2023)

ISBN 10: 180079892X ISBN 13: 9781800798922

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The Creation of an Avant-Garde Brand

Jens Pohlmann

Published by Peter Lang Ltd. International Academic Publishers (2023)

ISBN 10: 180079892X ISBN 13: 9781800798922

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Book Description Taschenbuch. Condition: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -�Pohlmann's study of M�ller's media presence is one of the few English-language books on this important postwar dramatist in the past two decades. Embedded in a discussion of avant-garde aesthetics and 'branding' in capitalist market contexts, its nuanced focus examines M�ller's strategies for navigating the East-West divide prior to and after Germany's unification in 1990.�(Marc Silberman, Professor Emeritus of German, University of Wisconsin-Madison)�The Creation of an Avant-Garde Brand is an impressive scholarly achievement that enlarges our understanding of postwar German culture in general and Heiner M�ller in particular. Pohlmann convincingly demonstrates that M�ller's status as a leading figure of the avant-garde needs to be understood in light of his dynamic engagement with mass culture. Highly recommended.�(Matthew W. Smith, Professor of German Studies and Theater & Performance Studies, Stanford University)Branding became a crucial technique over the course of the twentieth century. It changed the way we perceive politics and goods, but also works of art and authors. This development has called into question the traditional idea of authenticity as well as the intention to resist capitalist marketing practices.This book examines the extent to which an author like Heiner M�ller adopted branding strategies to present himself in the public sphere, investigating the impact that this had on his public persona. By focusing on M�ller, this study analyzes the self-presentation and promotion of an adversarial author who drew on the ideals of the avant-garde and the artistic critique of capitalism. Yet M�ller also inserted himself into the mainstream public sphere and the media, arenas that are highly influenced by the laws of the market. Thus, the author asks whether M�ller's use of marketing methods and media environments undermined his outsider credibility and the integrity of his work, or, alternatively, how he may have been able to develop strategies to engage with marketing principles and the media in ways that allowed him to remain subversive nonetheless, perhaps working within the system and against it at the same time. 198 pp. Englisch. Seller Inventory # 9781800798922

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The Creation of an Avant-Garde Brand : Heiner M�ller�s Self-Presentation in the German Public Sphere

Jens Pohlmann

Published by Peter Lang (2023)

ISBN 10: 180079892X ISBN 13: 9781800798922

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Book Description Taschenbuch. Condition: Neu. Druck auf Anfrage Neuware - Printed after ordering - �Pohlmann's study of M�ller's media presence is one of the few English-language books on this important postwar dramatist in the past two decades. Embedded in a discussion of avant-garde aesthetics and 'branding' in capitalist market contexts, its nuanced focus examines M�ller's strategies for navigating the East-West divide prior to and after Germany's unification in 1990.�(Marc Silberman, Professor Emeritus of German, University of Wisconsin-Madison)�The Creation of an Avant-Garde Brand is an impressive scholarly achievement that enlarges our understanding of postwar German culture in general and Heiner M�ller in particular. Pohlmann convincingly demonstrates that M�ller's status as a leading figure of the avant-garde needs to be understood in light of his dynamic engagement with mass culture. Highly recommended.�(Matthew W. Smith, Professor of German Studies and Theater & Performance Studies, Stanford University)Branding became a crucial technique over the course of the twentieth century. It changed the way we perceive politics and goods, but also works of art and authors. This development has called into question the traditional idea of authenticity as well as the intention to resist capitalist marketing practices.This book examines the extent to which an author like Heiner M�ller adopted branding strategies to present himself in the public sphere, investigating the impact that this had on his public persona. By focusing on M�ller, this study analyzes the self-presentation and promotion of an adversarial author who drew on the ideals of the avant-garde and the artistic critique of capitalism. Yet M�ller also inserted himself into the mainstream public sphere and the media, arenas that are highly influenced by the laws of the market. Thus, the author asks whether M�ller's use of marketing methods and media environments undermined his outsider credibility and the integrity of his work, or, alternatively, how he may have been able to develop strategies to engage with marketing principles and the media in ways that allowed him to remain subversive nonetheless, perhaps working within the system and against it at the same time. Seller Inventory # 9781800798922

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