In the Window at Disney: A Lifetime of Brand Desire

Bennett, Susan; Schweitzer, Marlis

doi:10.1162/DRAM_a_00395

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December 01 2014

In the Window at Disney: A Lifetime of Brand Desire

Susan Bennett,

Susan Bennett

Susan Bennett is University Professor in the Department of English at the University of Calgary, Canada. She is widely published in theatre and performance studies. Her most recent books include Theatre & Museums (Palgrave Macmillan, 2013), Shakespeare Beyond English (coedited with Christie Carson; Cambridge University Press, 2013) and Performing Environments: Site-Specificity in Medieval & Early Modern Drama (coedited with Mary Polito; Palgrave Macmillan 2014). Her current project concerns the proliferation of cultural brands. sbennett@ucalgary.ca

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Marlis Schweitzer

Marlis Schweitzer is Associate Professor in the Department of Theatre at York University. She is the author of When Broadway was the Runway: Theatre, Fashion, and American Culture (University of Pennsylvania Press, 2009). This essay is part of a larger SSHRC-funded project on the instrumentalization of children as performers. schweit@york.ca

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Author and Article Information

Susan Bennett

Susan Bennett is University Professor in the Department of English at the University of Calgary, Canada. She is widely published in theatre and performance studies. Her most recent books include Theatre & Museums (Palgrave Macmillan, 2013), Shakespeare Beyond English (coedited with Christie Carson; Cambridge University Press, 2013) and Performing Environments: Site-Specificity in Medieval & Early Modern Drama (coedited with Mary Polito; Palgrave Macmillan 2014). Her current project concerns the proliferation of cultural brands. sbennett@ucalgary.ca

Marlis Schweitzer

Marlis Schweitzer is Associate Professor in the Department of Theatre at York University. She is the author of When Broadway was the Runway: Theatre, Fashion, and American Culture (University of Pennsylvania Press, 2009). This essay is part of a larger SSHRC-funded project on the instrumentalization of children as performers. schweit@york.ca

Online ISSN: 1531-4715

Print ISSN: 1054-2043

2014

TDR/The Drama Review (2014) 58 (4 (224)): 23–31.

https://doi.org/10.1162/DRAM_a_00395

Abstract

The princess makeover is a signature Disney performance that articulates the interplay between the production of a desiring subject and the commodification of experience. It is a transformation that demands affective labor from consumers on behalf of one of the world’s preeminent brands.

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