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[ecrea] Branded Content Research Network Conference

Wed Aug 09 15:02:48 GMT 2017




We are pleased to announce further details for our *Branded Content Research Network Conference on 7-8 November 2017*. Do join us if you can, and register here. <https://www.eventbrite.co.uk/e/branded-content-network-conference-7-8-november-2017-tickets-36197715341>


<https://www.eventbrite.co.uk/e/branded-content-network-conference-7-8-november-2017-tickets-36197715341>

There will be a one-day conference on Wednesday 8 November at the University of East London's Docklands Campus with meetings from the afternoon and evenings of 7 November. All events are free but places are limited, so please registration in advance.The conference is hosted by the Branded Content Research Network and the Advertising Research Group (ARTWG), a temporary working group within the European Communication Research and Education Association (ECREA).


Marketers increasingly 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, audiovisual, and social media communications. The integration of media and advertising is not new, but it is intensifying.Forms of branded content and ‘native’ advertising are developing rapidly, transforming marketing communications, challenging regulatory arrangements, and raising a host of issues from consumer awareness and acceptance of advertising to the consequences for the media’s editorial independence and creative autonomy. The Branded Content Research 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 brings together academic researchers, industry and civil society interests to explore the practices and implications of branded content, native advertising, and media-marketing convergence.Branded content is both an economic and a cultural phenomenon that requires cross-disciplinary resources and new approaches in analysis. The conference will bring together international researchers at all stages of their careers, and marketing practitioners, for presentations and dialogue to explore insights and help to build research capacities and international collaboration.


Keynote speakers:


Dr Anne Cronin, Lancaster University, whose books include /Advertising, Commercial Spaces and the Urban, /and /Advertising Myths./

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Professor Mara Einstein of Queen's College, City University of New York, author of /Black Ops Advertising./

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//Professor Joseph Turow, Annenberg School for Communication, University of Pennsylvania, author of /The Daily You, Breaking Up America, Media Today /and /The Aisles Have Eyes/.



There will be research papers, presentations, panel discussions and workshops involving an international line-up of scholars and industry speakers. These include:


*/**/****/**/**/**/****/**/**/**/****/**/*

Dr. Michelle A. Amazeen, Boston University. /How Audience Characteristics and Sponsorship Transparency Affect Recognition of Native Advertising and Perceptions of Publishers/(paper co-authored with Dr. Bartosz W. Wojdynski, University of Georgia).

Stefania Antonioni, University of Urbino Carlo Bo. /Branded entertainment takes its space: how the urban form could be a “new” playground for branded contents./

Prof. Sandra Arrivé, IPAG Business School, Paris. /Digital brand content: antecedents and effects of a spreading communication practice./

Bjoern Asmussen, Serena Wider and Tribikram Budhathoki (Oxford Brookes University); Ross Williams, Neil Stevenson and Elliot Whitehead (Ipsos MORI); Andrew Canter (Global CEO, Branded Content Marketing Association). /What is Branded Content? A collaborative investigation of competing institutional logics in the marketing communications industry/.

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Dr. Nils S. Borchers, University of Leipzig. Managing Authenticity: Social Media Influencer Communication as an Emerging Format of Branded Content.

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Ágnes Buvar, Corvinus Unversity of Budapest. /Ad or not: Advertising recognition of branded media contents./

Prof. Paul Grainge, University of Nottingham. /Ancillary Academia: Branded content and the production of university video shorts./

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Dr. Mohammed Ibahrine, American University of Sharjah. /Mapping Branded Content in the United Arab Emirates./

Dr Neil O’Boyd, Dublin City University. /Branded content in destination marketing: A case study of Tourism Ireland/.

Laura Cañete Sanz and Sjors Martens, University of Murcia. /Jerrygotchi’s and Alien Mating Simulators on Instagram: The Branded Content Strategy of the Rickstaverse.///

Niina Uusitalo, University of Tampere. /The how-to of compelling content: A critical examination of strategic guides for content marketing.///

Dr. Anne Marit Waade*, *Aarhus University, /Location placement in screen productions: New Nordic Noir./

Prof. Guido Zurstiege, Eberhard Karls Universität Tübingen, /Advertising and Responsibility in an Age of Automation/.

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There will be contributions from industry practitioners and professional associations including Andrew Canter, Global CEO, Branded Content Marketing Association and Catherine Maskell, Managing Director, Content Marketing Association.


The conference will address the following key themes:

  * Investigating branded content practices and practitioners
  * Mapping the media-marketing ecology of actors, automation and
    processes across marketers, agencies and communications
  * Regulating branded content, native advertising and
    editorial/advertising integration
  * Media-marketing convergence and higher education: teaching, learning
    and institutional arrangements
  * Building capacity for research and collaboration


A full draft programme will be available from early September. The conference takes place at the University of East London's Docklands Campus, E16 2RD.

On Tuesday 7 there will be registration from 2pm and welcome and meetings from 2.30pm, with an open, public meeting on branded content practice and regulation, in the evening (6.30-8.30pm) at UEL's Stratford Square campus. On Wednesday 8 November, the conference begins with a plenary at 9.30am and finishes at 5:45pm, followed by a drinks reception.

*Conference Arrangements*


/*Registration*/

You can register for Wednesday 8 only or for both Tuesday and Wednesday. All events are free but places are limited and advance booking is required. It is vital for planning, catering and budgeting that we have accurate numbers. So if you book and are unable to attend please cancel at the earliest opportunity and no later than 31 October please.Lunch and drinks refreshments will be provided for all at the conference on 8 November.

For more information or assistance please email (j.hardy /at/ uel.ac.uk) <mailto:(j.hardy /at/ uel.ac.uk)>.

Kind regards,


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)>


*About the Branded Content Research Network*

The network aims to aid research and collaboration between academics, industry professionals and civil society interests to explore branded content practices and their media policy implications. This network project 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 project is funded by the Arts and Humanities Research Council and based in the UK but one of our main aims is to contribute to building capacity for European-wide and beyond that international research networking and so we are delighted to work in partnership with the ECREA Advertising TWG.We invite you to join us. 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/>

<mailto:(imacrury /at/ bournemouth.ac.uk)>

*About the Advertising Research TWG*

We are delighted to have the opportunity to work and share the CFP with the Branded Content Research Network. Advertising encompasses more than traditional ways of communication and new formats are emerging in marketing communication strategies. The establishment of the Advertising Research Temporary Working Group is informed by the belief that advertising is a particularly salient area of inquiry today. Our group, sets out to strengthen theoretical reasoning, critical reflection and empirical exploration in advertising research as an inherent part of communication and media studies. We also collaborate with different TWG and sections in Ecrea and other international associations.

Prof. Patricia Núñez, Complutense University, Spain. Chair of ARTWG (pnunezgo /at/ ucm.es) <mailto:(pnunezgo /at/ ucm.es)>

Prof. Guido Zurstiegen, university of Tuebingen, (Germany_guido.zurstiege /at/ uni-tuebingen.de) <mailto:(guido.zurstiege /at/ uni-tuebingen.de)>_




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