[ecrea] New Book: Cross-Media Promotion

>CROSS-MEDIA PROMOTION
>By Jonathan Hardy
>
>Cross-Media Promotion is the first book-length study of a defining feature of
>contemporary media, the promotion by media of their allied media interests.
>The book explores the range of forms of cross-promotion including synergistic
>marketing of mega-brands such as Harry Potter; promotional plugs in news
>media; repurposing media content, stars and brands across other media and
>outlets; product placement, and the integration of media content and
>advertising.
>
>Incorporating specialist literature, yet written in a clear, accessible
>style, the book combines three areas of study: media industry practices,
>media policy, and media theory. It examines the dynamics of cross-media
>promotion across converging media, drawing on a range of examples from the
>United States and the United Kingdom. Synergy and intertextuality are
>explored alongside critical debates about the problems of cross-promotion.
>The book also offers a critical evaluation of media policy responses from the
>late 1980s to the present, which, Hardy argues, have failed to grapple with
>the problems of media power, market power, and commercialism generated by
>intensifying cross-media promotion.
>
> From the Foreword:
>"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."
>Matthew. P. McAllister, Penn State University
>
>Contents
>
>Part 1: Contexts
>1. Dynamics and Varieties of Cross-Media Promotion
>2. Media Paradigms and Promotional Speech
>
>Part 2: Cross-Media Promotion in Media Industries
>3. Commercial Intertextuality: Cross-Promotion in Entertainment Media.
>4. Cross-Promotion in News Media
>5. News International: A Study of Editorial Cross-Promotion
>
>Part 3: Media Policy and Regulation
>6. Changes in UK Policy and Regulation: An Overview.
>7. Convergence and Cross-Promotion in Digital Television
>8. Product Placement
>
>Part 4: Promotional Speech and Media Reform
>9. Media Power: Policy Reform and Critical Media Theory
>
>
>Dr. Jonathan Hardy is senior lecturer in Media Studies at the University of
>East London, and teaches political economy of media at Goldsmiths College,
>University of London. He is the author of Western Media Systems (2008) and
>co-editor of The Advertising Handbook (2009).
>
>PB |352pages|$36.95 [£21.40] | 978-1-4331-0137-3 HC | 352 pages | $149.95
>[£87.00]| 978-1-4331-0146-5
>August 2010
>
>Available from booksellers or direct from Peter Lang
>www.peterlang.com
>
>http://www.peterlang.com/Index.cfm?vID=310146&vHR=1&vUR=2&vUUR=1&vLang=E
>
>____________________________________________
>Dr. Jonathan Hardy
>Senior Lecturer in Media Studies and Programme Leader BA Media Studies
>School of Humanities and Social Sciences,
>University of East London
>4-6 University Way
>London E16 2RD
>Tel: +44 20 8223 6266
>Email: (j.hardy /at/ uel.ac.uk)
>

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