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

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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