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Description
This doctoral project involves a multi-disciplined analysis concerning Agamemnon's daughters (Iphigenia, Electra, and Chrysothemis) and how these women's gender and virtues were depicted as compared with ideal Greek women in antiquity. Three composers in three different eras adapted the literary and musical depictions of these women based on the composer's society, culture, audience expectations, musical climate and personal goals. George Friedrich Handel's Oreste (1734), Christoph Willibald von Gluck's Iphigénie en Tauride (1779) and Richard Strauss's Elektra (1909) are the main operas used for this analysis. The Mycenaean House of Atreus, a dynasty which the ancient Greeks traced back to the time of the Trojan War in the 12th century BCE, figures prominently in Greek mythology and ancient Greek literature concerning the Trojan War. The House of Atreus included Agamemnon, King of Mycenae and commander of the Greeks at Troy, his wife Clytaemnestra, their son Orestes, and their daughters: Iphigenia, Electra, and Chrysothemis. For over three thousand years, the legend of this ancient family has inspired musical scores, plays, poetry, architecture, sculpture, paintings, and movies. Numerous studies examine the varying interpretations of the House of Atreus myths; few, if any, address the ways in which female Greek virtues are depicted operatically within the myths. In the music of Handel's Oreste, Gluck's Iphigénie en Tauride and Strauss's Elektra, Agamemnon's daughters contradict the ideal Greek woman while still exhibiting heroic or idealistic virtues. The analysis of the operas in their social contexts will address the audience expectations and composers' dramatic interpretations of the myth. This analysis will include: a brief overview of ancient Greek culture and gender roles; a literary comparison of the original dramas to the librettos; societal audience expectations in their historical contexts; musical, philosophical, and literary influences on the composers; and an examination of music composed in two different centuries and in three different styles. The brief historical, cultural, literary, and musical analyses highlight the absence and presence of ancient Greek virtues, and how these women can be presented both as heroic, or virtuous, and unvirtuous in the same production.
ContributorsRocklein, Robyn Michele (Author) / FitzPatrick, Carole (Thesis advisor) / Campbell, Andrew (Committee member) / Dreyfoos, Dale (Committee member) / Mills, Robert (Committee member) / Rogers, Rodney (Committee member) / Arizona State University (Publisher)
Created2012
Description
This thesis project is designed to provide brands and prospective sponsors with information about the habits and tendencies of different segments of eSports fans in order to better assist them in making decisions regarding sponsorship deals and sponsorship activation. This thesis has been based off of “The World of Games: eSports” and “the eSports Playbook” studies conducted in 2017 by Goldman Sachs and Nielsen respectively. The goals of these studies were to:
1) provide a clear and coherent picture of different eSports demographics
2) understand the consumption habits and psychological tendencies of these groups
3) use data to create marketing strategies tailor made to each cluster group.
These studies were used as a basis to create personas encompassing the traditional sports affiliations eSports users have, as well as their attitudes towards different types of advertisements.
The goal of this project is to create marketing strategies for different types of brands tailormade to specific groups of eSports fans based on their traditional sports fandom. By testing the fandom overlap of the most popular traditional sports with the most popular eSports games, useful connections that tie both fandoms together can be made for brands. Certain endemic and non-endemic brands can use this data to help decide which industry is a better fit financially and demographically. Other brands will be able to use this data to create strong marketing campaigns that span both eSports and traditional sports leagues, delivering a clear and succinct message across multiple platforms.
1) provide a clear and coherent picture of different eSports demographics
2) understand the consumption habits and psychological tendencies of these groups
3) use data to create marketing strategies tailor made to each cluster group.
These studies were used as a basis to create personas encompassing the traditional sports affiliations eSports users have, as well as their attitudes towards different types of advertisements.
The goal of this project is to create marketing strategies for different types of brands tailormade to specific groups of eSports fans based on their traditional sports fandom. By testing the fandom overlap of the most popular traditional sports with the most popular eSports games, useful connections that tie both fandoms together can be made for brands. Certain endemic and non-endemic brands can use this data to help decide which industry is a better fit financially and demographically. Other brands will be able to use this data to create strong marketing campaigns that span both eSports and traditional sports leagues, delivering a clear and succinct message across multiple platforms.
ContributorsStrauss, Logan James (Author) / McIntosh, Daniel (Thesis director) / Eaton, John (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05