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The Globalization of Schuhplattler

Published online by Cambridge University Press:  04 January 2013

Alexandra Kolb
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Abstract

This paper analyzes three aspects of the globalization ofSchuhplattler (slap dance), a German-Austrian folk dance. First, there is the actual geographical migration of the dance; second its integration into other artworks, such as modern dance choreographies and films; and third its commercialization through new media technologies, notably Pepsi-Cola's transnational advertising campaign during the 2006 soccer World Cup. The paper assesses the effects of global migration on the worldwide perception of Schuhplattler and its impact on images of Germany.

Type
Research Article
Information
Congress on Research in Dance Conference Proceedings , Volume 39 , supplement S1: Choreographies Of Migration: Patterns Of Global Mobility , 2007 , pp. 137 - 143
Copyright
Copyright © The Author(s) 2007

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References

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