Cross-Media Promotion - Couverture souple

Hardy, Jonathan

Couverture souple

ISBN 10 : 1433101378 ISBN 13 : 9781433101373

Editeur : Peter Lang Publishing Inc, 2010

Synopsis

Cross-Media Promotion is the first book-length study of a defining feature of contemporary media, the promotion by media of their allied media interests. The book explores the range of forms of cross-promotion including synergistic marketing of mega-brands such as Harry Potter; promotional plugs in news media; repurposing media content, stars and brands across other media and outlets; product placement, and the integration of media content and advertising.
Incorporating specialist literature, yet written in a clear, accessible style, the book combines three areas of study: media industry practices, media policy, and media theory. It examines the dynamics of cross-media promotion across converging media, drawing on a range of examples from the United States and the United Kingdom. Synergy and intertextuality are explored alongside critical debates about the 'problems' of cross-promotion. The book also offers a critical evaluation of media policy responses from the late 1980s to the present, which the book argues, have failed to grapple with the problems of media power, market power and commercialism generated by intensifying cross-media promotion.

A propos du livre

À propos de l'auteur

The Author: Jonathan Hardy is senior lecturer in Media Studies at the University of East London, and teaches political economy of media at Goldsmiths College, University of London. He is the author of Western Media Systems (2008) and co-editor of The Advertising Handbook (2009).

Détails de l'édition

• Éditeur: Peter Lang Publishing Inc
• Date d'édition: 2010
• Langue: anglais
• ISBN 10: 1433101378
• ISBN 13: 9781433101373
• Reliure: Broché
• Nombre de pages: 352
• Coordonnées du fabricant: Buchpark GmbH; https://www.buchpark.de; ; Krügerweg 1; Trebbin; Brandenburg; 14959; Allemagne