[ecrea] Branded Content Research Network

We are pleased to announce the launch of the Branded Content Research 
Network. This project aims to aid research and collaboration between 
academics, industry professionals and civil society interests to explore 
branded content practices and their media policy implications. The 
network aims to investigate the changing relationships between media and 
marketing and to promote research, collaboration and dialogue across a 
very wide range of interests and perspectives.

The network is a project funded by the Arts and Humanities Research 
Council. All events take place in the UK but our aim is to build 
capacity for international collaboration and exchange among researchers, 
with an international conference to be held in London in November 2017. 
So we very much welcome the participation of ECREA members, and 
researchers worldwide, and will try to make network materials as 
accessible as possible.

To subscribe to our mailing list please send an (listserv /at/ jiscmail.ac.uk) 
<mailto:(listserv /at/ jiscmail.ac.uk)>Subject: BLANK Message: SUBSCRIBE 
BRANDEDCONTENTRESEARCHNETWORK Firstname Lastname


You can also subscribe via our website. For more details please visit 
www.brandedcontentresearchnetwork.org 
<http://www.brandedcontentresearchnetwork.org/>

*Investigating Branded Content*, the first of a series of four seminars, 
will take place at the University of East London on Thursday *3 
November*, 2-5.30pm. For booking details go to 
https://www.eventbrite.co.uk/e/seminar-1-investigating-branded-content-tickets-27445338747. 
The event is free but places are limited.

Something profound is underway in the relationship between marketers and 
media. Print display ads, television spots and outdoor posters all 
remain heavily used forms of 'paid' media, but brands increasing produce 
their own branded media content ('owned' media) and they seek to 
integrate advertising more seamlessly into the editorial forms and flows 
of publishing, audio and audiovisual content, and social communications. 
Marketers are moving past banner ads and into forms of 'native 
advertising' where marketing is integrated into digital content so as to 
be 'native' to the editorial environment in which it appears. The 
integration of media and advertising is not new, but it is intensifying. 
Branded content is occurring in a multitude of mutating forms across 
news media, entertainment and social media.

Much of the analysis and discussion of branded content to date has 
occurred within the work of industry practitioners, trade associations 
and specialist trade media. Yet the growth of branded content and native 
advertising engages a much wider range of concerns that criss-cross our 
field of media, culture and communications, as well as business, 
education, politics, and civil society. We seek to strengthen 
collaboration between academic researchers, and support postgraduate 
students and early career researchers. So please join the mailing list, 
and visit our website to find out more about events, network members, 
and resources. The Principal Investigator, Jonathan Hardy, will be 
attending the ECREA conference in Prague, 9-12 November, together with 
other ECREA members involved in the network, so please get in touch if 
this is an area of research interest.

Prof. Jonathan Hardy, University of East London; Principal Investigator 
(j.hardy /at/ uel.ac.uk) <mailto:(j.hardy /at/ uel.ac.uk)>

Prof. Iain MacRury, Bournemouth University; Co-Investigator 
(imacrury /at/ bournemouth.ac.uk) <mailto:(imacrury /at/ bournemouth.ac.uk)>

Project Advisory Board

Andrew Canter, CEO, Branded Content Marketing Association

Adam Christie, National Union of Journalists

Professor Christian Fuchs, University of Westminster

Prof. Chris Hackley, Royal Holloway

Dr. Liz McFall, Open University

Dr. Martin Moore, Kings College, London

Dr. Andrew McStay, Bangor University

Prof. Paul Springer, University of East London



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