Abstract This essay considers the question of how original/new interpretations help redefine (or reify) the original/old perception of Shakespeare and the work its cultural capital performs, demonstrating the inherent impossibility of reconciling an “original” Shakespeare with contemporary performances of his plays through a reading of Twelfth Night, and address some of the ideological implications of trying to conflate the two. It then takes a detour into contemporary marketing and consumer-psychology literature to explore the crucial roles which the concepts of “authenticity” and “originality” have come to play in contemporary consumer culture, circling back to Shakespeare, to ruminate on the implications of the use of his cultural capital as an ultimate positional good in the 21st century.

中文翻译：

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真正真实，原汁原味的莎士比亚

摘要本文考虑了一个问题，即原始/新的解释如何帮助重新定义（或证实）莎士比亚的原始/旧观念及其文化资本的行为，这说明了将“原始的”莎士比亚与他的戏剧的当代表演相协调的内在可能性通过阅读《十二夜》，并探讨试图将两者结合起来的一些思想含义。然后，它绕开了当代营销和消费者心理学的文献，以探索“真实性”和“原始性”概念在当代消费文化中起着至关重要的作用，并回溯到莎士比亚，以对“莎士比亚”的含义进行反思。利用他的文化资本作为21世纪的最终地位。