Archive for publications, September 2021

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[Commlist] New Book: Branded Content: The Fateful Merging of Media and Marketing

Thu Sep 09 12:12:08 GMT 2021





Branded Content: The Fateful Merging of Media and Marketing<https://www.routledge.com/Branded-Content-The-Fateful-Merging-of-Media-and-Marketing/Hardy/p/book/9781138190429>

Jonathan Hardy, Routledge 2021, 292pp

Branded Content is a critical study of the changing relationship between media and marketing communications in the digital age. It examines the growth of content funded by brands, including brands’ own media, native advertising, and the integration of branded content across film, television, journalism and publishing, online, mobile, and social media. Jonathan Hardy examines the erosion of the principle of separating advertising and media and calls for a new framework for distinguishing marketing communications across 21st-century communications/. ///


"Advertising has ‘gone native’. From sponsorship and product placement to advergames and YouTube influencers brand promotion is now stitched seamlessly into media flows of news, fiction, entertainment, conversation and interaction. Jonathan Hardy’s carefully researched forays have produced the best map so far of this expanding territory and prompted thoughtful reflections on how we should respond." - *Graham Murdock, Professor of Media and Communication at Loughborough University****London*


"/Branded Content/zeros in on the signal social challenge of financing the media in the 21^st century. With this book, Jonathan Hardy provides an expert, accessible guide to major developments coursing through the advertising-and-media system. While his focus is branded content, Hardy ranges across several forms of advertising-media relationships, interrogating their often-problematic implications for audiences and suggesting possible policy responses." - *Joseph Turow, Professor of Media Systems & Industries, The Annenberg School for Communication, University of Pennsylvania.*


"/Branded Content/is a timely intervention into conversations about the fate of media in the twenty-first century, arguing that the convergence of media and marketing organizations is both inevitable and fraught with consequence. Drawing on and updating critical political economy, Hardy convincingly demonstrates that research approaches to the converged world of branded content require a rethinking not only of theories of media and capital, but of the disciplinary structures of communications research itself." - *Lisa Lynch, Associate Professor and Program Director of Media and Communications, Drew University***



I am series editor for the Routledge book series Critical Advertising Studies <https://www.routledge.com/Routledge-Critical-Advertising-Studies/book-series/RCAS><https://www.routledge.com/Routledge-Critical-Advertising-Studies/book-series/RCAS>and welcome enquiries from prospective authors at any stage.


My book is also linked to an international research and networking initiative, the Branded Content Research Hub <https://www.arts.ac.uk/colleges/london-college-of-communication/research-at-lcc/branded-content-research-hub>, at the University of the Arts London. Please get in touch if you would like to join our mailing list and/or discuss this initiative which aims to investigate branded content practices and regulations, engaging international academics, industry practitioners and civil society.

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