Christina Meyer, Producing Mass Entertainment. The Serial Life of the Yellow Kid, The Ohio State University Press, 2019
Emerging mass culture in nineteenth-century America was in no small way influenced by the Yellow Kid, one of the first popular, serial comic figures circulating Sunday supplements. Though comics existed before, it was through the growing popularity of full-color illustrations printed in such city papers as Inter Ocean (Chicago) and the World (New York) and the implementation of regular, weekly publications of the extra sections that comics became a mass-produced, mass-distributed staple of American consumerism. It was against this backdrop that one of the first popular, serial comic figures was born: the Yellow Kid.
Producing Mass Entertainment: The Serial Life of the Yellow Kid offers a new take on the emergence of the Yellow Kid comic figure, looking closely at the mass appeal and proliferation of the Yellow Kid across different media. Christina Meyer identifies the aesthetic principles of newspaper comics and examines the social agents—advertising agencies, toy manufacturers, actors, retailers, and more—responsible for the Yellow Kid’s successful career. In unraveling the history of comic characters in capitalist consumer culture, Meyer offers new insights into the creation and dissemination of cultural products, reflecting on modern artistic and merchandising phenomena.