Branded Content: The Fateful Merging of Media and Marketing

ISBN-13: 9781138190429 / Angielski / Miękka / 2021 / 282 str.

Jonathan Hardy

Opis

This is a critical study of the changing relationship between media and marketing communications in the digital age. It examines the growth of content funded by brands, including brands’ own media, native advertising and the integration of branded content across film, television, journalism and publishing, online, mobile and social media.

Spis treści

Part One: Practices  1 Advertising and media: separation and integration  2. News Media and Marketing  3. Branded entertainment and product integration  4. Brand content direct to you: marketers’ ‘owned’ media  5. Going native in digital media  6. Media as Marketers  Part Two: Policies and Problems  7. Regulating convergent media and marketing communications  8. Lobbying, liberalisation, normalisation, and contestation  9. Communication gains and losses: economic, cultural, and societal  10. Media and marketing critiques: renewing the radical tradition  11. Advertising and Media (reprise): contesting normalisation

O autorze

Jonathan Hardy is Professor of Communications and Media at the University of the Arts London. He writes and comments on media industries, media and advertising, communications regulation, and international media systems. His books include Critical Political Economy of the Media (2014), Cross-Media Promotion (2010), and Western Media Systems (2008). He is co-editor of The Advertising Handbook (2018) and is series editor of Routledge Critical Advertising Studies. He is a member of the editorial boards of Digital Journalism, Political Economy of Communication, Mediterranean Journal of Communication, and TripleC: Communication, Capitalism & Critique.