{"product_id":"scaled-for-success-the-internationalisation-of-the-mermaid-9780861967322","title":"Scaled for Success: The Internationalisation of the Mermaid","description":"\u003cp\u003eEmerging from the confluence of Greco-Roman mythology and regional folklore, the mermaid has been an enduring motif in Western culture since the medieval period. It has also been disseminated more widely, initially through Western trade and colonisation and, more recently, through the increasing globalisation of media products and outlets.\u003c\/p\u003e\u003ci\u003e\u003cbr\u003e\u003c\/i\u003e\u003cp\u003eScaled for Success offers the first detailed overview of the mermaids dispersal outside Europe. Complementing previous studies of the interrelationship between the mermaid and Mami Wata spirit in West Africa, this volume addresses the mermaids presence in a range of Middle Eastern, Asian, Australian, Latin American and North American contexts. Individual chapters identify the manner in which the mermaid has been variously syncretised and\/or resignified in contexts as diverse as Indian public statuary, Thai cinema and Coney Islands annual Mermaid Parade. \u003c\/p\u003e\u003cbr\u003e\u003cp\u003eRather than lingering as a relic of a bygone age, the mermaid emerges as a versatile, dynamic and, above all, \u003ci\u003epolyvalent\u003c\/i\u003e figure. Her prominence exemplifies the manner in which contemporary media-lore has extended the currency of established folkloric figures in new and often surprising ways. Analysing aspects of religious symbolism, visual art, literature and contemporary popular culture, this copiously illustrated volume profiles an intriguing and highly diverse phenomenon.\u003c\/p\u003e\u003cbr\u003e\u003cp\u003ePhilip Hayward is editor of the journal \u003ci\u003eShima\u003c\/i\u003e and holds adjunct professor positions at the University of Technology Sydney and at Southern Cross University. His previous volume, \u003ci\u003eMaking a Splash: Mermaids (and Mermen) in 20th and 21st Century Audiovisual Media\u003c\/i\u003e, was published by John Libbey Publishing\/Indiana University Press in 2017.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=AUTH-10487933\"\u003ePhilip Hayward\u003c\/a\u003e\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e John Libbey \u0026amp; Company\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 07\/26\/2018\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 256\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 1.02lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.00h x 6.00w x 0.70d\u003cbr\u003e\u003cb\u003eISBN13:\u003c\/b\u003e 9780861967322\u003cbr\u003e\u003cb\u003eISBN10:\u003c\/b\u003e 0861967321\u003cbr\u003e\u003cb\u003eBISAC Categories:\u003c\/b\u003e\u003cbr\u003e- \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=CAT-ART\"\u003eArt\u003c\/a\u003e | \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=BISAC-ART057000\"\u003eFilm \u0026amp; Video\u003c\/a\u003e\u003cbr\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003ePhilip Hayward is editor of the journal \u003ci\u003eShima\u003c\/i\u003e and holds adjunct professor positions at the University of Technology Sydney and at Southern Cross University. His previous volume, \u003ci\u003eMaking a Splash: Mermaids (and Mermen) in 20th and 21st Century Audiovisual Media\u003c\/i\u003e, was published by John Libbey Publishing\/Indiana University Press in 2017.\u003c\/p\u003e","brand":"John Libbey \u0026 Company","offers":[{"title":"Default Title","offer_id":42638114881773,"sku":"9780861967322","price":46.67,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0550\/8097\/6621\/products\/img_96fafe39-16da-464c-bdea-8666ec7915a3.jpg?v=1649027872","url":"https:\/\/sureshotbooks.com\/products\/scaled-for-success-the-internationalisation-of-the-mermaid-9780861967322","provider":"SureShot Books Publishing LLC","version":"1.0","type":"link"}