[ecrea] Branded Content Research Network Conference

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./

/
/

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

/
/

//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/.

//

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

//

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./

//

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/.

*//////*

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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