Scaled for Success

<p>Emerging 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.</p><p><em>Scaled for Success</em> 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.</p><p>Rather than lingering as a relic of a bygone age the mermaid emerges as a versatile dynamic and above all <em>polyvalent</em> 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.</p><p>Philip Hayward is editor of the journal <em>Shima</em> and holds adjunct professor positions at the University of Technology Sydney and at Southern Cross University. His previous volume <em>Making a Splash: Mermaids (and Mermen) in 20th and 21st Century Audiovisual Media</em> was published by John Libbey Publishing/Indiana University Press in 2017.</p>