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This text is an introduction to the future of mass media and mass communications - cross-media communications. Cross-media is explained through the presentation and analysis of contemporary examples and project-based tutorials in cross-media development. The text introduces fundamental terms and concepts, and provides a solid overview of cross-media communications, one that builds from a general introduction to a specific examination of media and genres to a discussion of the concepts involved in designing and developing cross-media communications. There is also an accompanying DVD-ROM full of hands-on exercises that shows how cross-media can be applied. For the DVD-ROM: http: //www.lulu.com/content/817927
"Cross-media promotion is one of the most salient characteristics in our modern media systems, arising out of a context that involves virtually every level of media studies: media ownership, advertising and funding, technological trends, and regulatory issues--- the latter a specialty of the author of this book. These factors often work together, and Hardy is masterful in interweaving in an insightful but accessible way the complexity of media promotion."---From the Foreword by Matthew. P. McAllister, Penn State University --Book Jacket.
This open access volume assesses the influence of our changing media environment. Today, there is not one single medium that is the driving force of change. With the spread of various technical communication media such as mobile phones and internet platforms, we are confronted with a media manifold of deep mediatization. But how can we investigate its transformative capability? This book answers this question by taking a non-media-centric perspective, researching the various figurations of collectivities and organizations humans are involved in. The first part of the book outlines a fundamental understanding of the changing media environment of deep mediatization and its transformative capacity. The second part focuses on collectivities and movements: communities in the city, critical social movements, maker, online gaming groups and networked groups of young people. The third part moves institutions and organizations into the foreground, discussing the transformation of journalism, religion, politics, and education, whilst the fourth and final part is dedicated to methodologies and perspectives.
The most accessible and up-to-date dictionary of its kind, this wide-ranging A-Z covers both interpersonal and mass communication, in all their myriad forms, encompassing advertising, digital culture, journalism, new media, telecommunications, and visual culture, among many other topics. This new edition includes over 200 new complete entries and revises hundreds of others, as well as including hundreds of new cross-references. The biographical appendix has also been fully cross-referenced to the rest of the text. This dictionary is an indispensable guide for undergraduate students on degree courses in media or communication studies, and also for those taking related subjects such as film studies, visual culture, and cultural studies.
Our understanding of the concept of narrative has undergone a significant transformation over time, particularly today as new communication technologies are developed and popularized. As new narrative genres are born and old ones undergo great change by the minute, a thorough understanding can shed light on which storytelling elements work best in what format. That deep understanding can then help build strong, satisfying stories. The Handbook of Research on Narrative Interactions is an essential publication that examines the relationships between types of narratives in a shifting and widening scope of storytelling forms. While highlighting a wide range of topics including contemporary culture, advertising, and transmedia storytelling, this book is ideally designed for media professionals, content creators, advertisers, entrepreneurs, researchers, academicians, and students.
"A sprightly, critical and intelligent guided tour around the mansion of media and communications/cultural research... enormously useful for students and researchers." - James Curran, Goldsmiths, University of London "A highly comprehensive guide to core concepts in media theory and criticism." - Andrew Goodwin, University of San Francisco "A great resource for new under-grads and something I urge my students to buy and use as a hand first ′port of call′ throughout their studies." - Paul Smith, De Montfort University This book covers the key concepts central to understanding recent developments in media and communications studies. Wide-ranging in scope and accessible in style it sets out a useful, clear map of the important theories, methods and debates. The entries critically explore the limits of a key concept as much as the traditions that define it. They include clear definitions, are introduced within the wider context of the field and each one: is fully cross-referenced is appropriately illustrated with examples, tables and diagrams provides a guide to further reading. This book is an essential resource for students of media and communications across sociology, cultural studies, creative industries and of course, media and communications courses.
This volume considers strategies, modalities, and styles of media use and reception. Dynamic changes in media technology and infrastructure have spurred important changes in media use. Looking at these developments within the common conceptual framework of reception strategies, modes and styles of media use and reception, this volume is highly relevant against the background of the changing media environment. When it comes to media use and reception, communication research has mainly dealt with two much-cited questions: What do the media do with the people? What do the people do with the media? In comparison, the discipline has devoted less attention to how the media are used, the modalities, patterns or configurations of the actual practices of media use. The volume features original contributions, both empirical and theoretical, on the key concepts and approaches in the field, covering old and new media and different types of media content. Offering a comprehensive overview of existing research as well as promoting original findings and insights, the volume will be of interest to communication researchers, students, and scholars.
International Communications Strategy is about the cross-cultural challenges currently facing PR practitioners. Offshoring, globalisation and the rise of China and India have been triggering unprecedented change in the communication sector. New channels of global communications are also being opened up by social media tools, bringing different cultures across the world together instantaneously online. Understanding cross-cultural aspects of PR includes understanding the culture of different societies, online culture itself and cross-border uses of social media. Communication is seen less and less as an operational function. While in the past organizations seemed to need communication practitioners only for colourful brochures and press releases, you are now expected to provide strategic advice and help senior executives to engage effectively with stakeholders in various parts of the world. At the same time, you are required to be knowledgeable about social media and internet cultures and to be able to link on-line and off-line PR work successfully. By providing information on alternative approaches as well as containing cross-cultural case-studies and examples, the book will give you points of reference and ideas that you will be able to use every time you are asked to provide strategic communication guidance to senior management/clients.
Mobile communications and next generation wireless networks emerge as new distribution channels for the media. This development offers exciting new opportunities for media companies: the mobile communication system creates new usage contexts for media content and services; the social use of mobile communications suggests that identity representation in social networks, impulsive access to trusted media brands, and micro-coordination emerge as new sources of value creation in the media industries. In the light of this background, this book takes two different viewpoints on the development of mobile media: from a competitive strategy point of view it analyzes the extension of cross-media strategies and the emergence of cross-network strategies; from a public policy point of view it develops demands and requirements for an innovation policy that fosters innovation in mobile media markets.
Author : Charles Warner Publisher : John Wiley & Sons Page : 576 pages File Size : 12,53 MB Release : 2020-08-04 Category : Social Science ISBN : 1119477395
The must-have resource for media selling in today’s technology-driven environment The revised and updated fifth edition of Media Selling is an essential guide to our technology-driven, programmatic, micro-targeted, mobile, multi-channel media ecosystem. Today, digital advertising has surpassed television as the number-one ad investment platform, and Google and Facebook dominate the digital advertising marketplace. The authors highlight the new sales processes and approaches that will give media salespeople a leg up on the competition in our post-Internet media era. The book explores the automated programmatic buying and selling of digital ad inventory that is disrupting both media buyers and media salespeople. In addition to information on disruptive technologies in media sales, the book explores sales ethics, communication theory and listening, emotional intelligence, creating value, the principles of persuasion, sales stage management guides, and sample in-person, phone, and email sales scripts. Media Selling offers media sellers a customer-first and problem-solving sales approach. The updated fifth edition: Contains insight from digital experts into how 82.5% of digital ad inventory is bought and sold programmatically Reveals how to conduct research on Google Analytics Identifies how media salespeople can offer cross-platform and multi-channel solutions to prospects’ advertising and marketing challenge Includes insights into selling and distribution of podcasts Includes links to downloadable case studies, presentations, and planners on the Media Selling website Includes an extensive Glossary of Digital Advertising terms Written for students in communications, radio-TV, and mass communication, Media Selling is the classic work in the field. The updated edition provides an indispensable tool for learning, training, and mastering sales techniques for digital media.