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The Circus Clown in American Capitalist Folklore
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Description
This book examines the cultural and commercial legacies of one of America's most beloved and bedeviled figures. It exposes how the circus clown has uniquely occupied, variously and sometimes simultaneously, positions of both corporate power and consumer resistances to that power.
In the 1920s a distinct American clown separated from the classical European tradition; a hundred years later, the surprise deployment of the clown in the 2020 U.S. election showed the profound insistence of this cartoonishly garish figure, inspiring both delight and horror. The American clown, a century old and still reliably popping up in and against marketing campaigns and financial fiction.
From reliable sales symbol to benevolent brand ambassador of recommissioned military technologies; from national hero to relic of economic prosperity vengefully murdered during recessions; from Depression-era figure inviting of collective pathos to Reagan-era icon of relentless bootstrapism; from Ronald McDonald to Pennywise(s) to “killer clown” hoaxes aplenty: this book pulls 139 instances of clowns and their commercial traces into frame in order to understand how the circus clown has shifted throughout the past century. In theorizing capitalist folklore, the author explores the symbolic exchange of these two concepts which has shaped the culture we have arrived at now, with socioeconomic referents of value warping into the intersecting shadows of cryptocurrency and post-truth politics.
Table of Contents
2. The American Circus Clown as Brand Ambassador From 1945 to 1962
3. The Kitschification of the Clown Commodity From 1963 to 1980
4. The Circus Clown Sacralized and Monsterfied From 1981 to 1992
5. The Circus Clown as Anti-Capitalist Hero(es) From 1993 to 2020
Product details
| Published | Feb 18 2027 |
|---|---|
| Format | Hardback |
| Edition | 1st |
| Pages | 260 |
| ISBN | 9798216395508 |
| Imprint | Bloomsbury Academic |
| Dimensions | 229 x 152 mm |
| Publisher | Bloomsbury Publishing |
About the contributors
Reviews
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This deeply researched and compellingly written book is down to clown! Whether an academic seeking to explain to students the deep history of clown panic, a horror fan intrigued by how slathering on petrol-heavy face paint creates terrifying films and viral legends, or simply someone visited once too often in your dreams by Art the Clown or Pennywise, this book will guide you through the raucous, and shockingly political, history of harlequin horror. Destined to be the definitive work on the history of clown horror for a generation.
W. Scott Poole, author of Wasteland: The Great War and the Origins of Modern Horror
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This vivid, engaging book reveals how the American advertising industry runs away with the circus clown, and capitalist co-option overturns a legacy of left-leaning politics. The clown develops into an emotional icon of twentieth century popular culture embodying fun and enjoyment alongside satire and horror in cinema and wrestling. A highly detailed investigation that shows the ubiquity of the clown in representation.
Peta Tait, Latrobe University, Australia
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Whitney S. May has found the perfect figure to unlock a century of American power and spectacle: the clown, tracked here from Depression-era folk hero to brand ambassador to corporate monster to rebel. The result is essential reading for anyone thinking about capitalism, protest, and the strange costumes power wears.
L.M. Bogad, Professor of Tactical Performance, UC Davis, a.k.a. "Colonel Oftruth," co-founder of the Clandestine Insurgent Rebel Clown Army

























