Shakespearean Actors, Memes, Social Media and the Circulation of Shakespearean ‘Value’

Anna Blackwell reflects on the impact of contemporary Shakespearean actors on popular conceptions of Shakespeare and his value, focusing as examples on actors Tom Hiddleston and Benedict Cumberbatch. She pays particular attention to their movements between Shakespeare and more popular cultural forms (such as blockbusters) and how this duality has been utilised by both modes thematically, performatively and in promotional campaigns. Blackwell’s analysis also considers these actors’ engagement with popular social media platforms and culture in order to further examine the nature of their Shakespearean performer identities. The chapter thus explores digital terrains and their significance for our understanding of Shakespearean ‘value’ in contemporary culture and for his continued economic impact.