Look at Samuel Clemens, Brand Manager

October 31 2016
Category: Twain

Mark Twain Brand

The final lecture in the fall portion of The Trouble Begins at Eight Lecture Series will be presented at 8:00 p.m., on Wednesday, November 2 in Cowles Hall on the Elmira College campus. Beginning at 6:00 p.m., tours will be offered of the Mark Twain Study and Exhibit. The tours and lecture are free and open to the public.

Samuel L. Clemens pioneered a modern understanding of the new information economy emerging in the U.S. in the years after the Civil War because he understood and marketed Mark Twain as a brand-name comic commodity. Judith Yaross Lee, in this presentation titled, “Mark Twain’s Brand: Comic Performance and the Modern American Self,” explains how Clemens managed the Mark Twain brand by extending it to some activities, excluding it from others, and exploiting its modern conception of the self in his public performances.

Yaross Lee is Distinguished Professor of Communication Studies and Charles E. Zumkehr Professor of Rhetoric & Culture in the Scripps College of Communication at Ohio University. A contributor to the Mark Twain Encyclopedia and the Oxford Mark Twain, she is the author or editor of five books and some fifty essays and articles on American humor and related topics, most recently Twain’s Brand: Humor in Contemporary American Culture, as well as editor of Studies in American Humor, the journal of the American Humor Studies Association.