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The 21st Century Media (R)evolution

Emergent Communication Practices, Second Edition

Jim Macnamara

The emergence of what are called ‘new media’ and ‘social media’ is one of the most discussed topics in contemporary societies. Because media and public communication are mostly analyzed within particular theoretical frameworks and within specific disciplinary fields, polarized views have been created with cyberoptimists and celebrants on one side and cyberpessimists and skeptics on the other. Thus we lack an understanding of the interdependencies and convergence between disciplines and practices.
The second edition of this book expertly synthesizes competing theories and disciplinary viewpoints and examines the latest data, including international research from fast-growing markets such as China, to provide a comprehensive, holistic view of the twenty-first century media (r)evolution. Dr. Macnamara argues that the key changes are located in practices rather than technologies and that public communication practices are emergent in highly significant ways.
Engaging and accessible, this book is essential reading for scholars and professionals in media and communication and an invaluable text for courses in media studies, journalism, advertising, public relations and organisational and political communication.
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Chapter 8. The Future of Advertising


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Advertising, which provides the underpinning business model and a significant proportion of the content for most media, is being significantly impacted by emergent media and communication practices, leading to profound changes in advertising. These relate to much more than the format and types of media potentially available for advertising. A view expressed by the executive director of one national advertising industry body that online is “just another medium in which to place advertising” misses the point and shows why many parts of the industry are struggling. The recurring theme of this book—that the tsunami of change in media is not simply about new distribution or delivery technologies but involves fundamentally different and emergent practices of communication—is equally true for advertising as it is for journalism, politics and other fields of public communication.

The collapse of revenues from traditional forms of advertising such as newspaper classifieds, print media display advertisements and 30-second broadcast commercials already has been discussed in the previous chapter, along with its near catastrophic effects on journalism. It must have seemed like the gravy train would never stop during the halcyon years of advertising when Porsches were parked in almost every ad agency car park and advertising executives dressed and lived like Mad Men. But stop it did. ← 309 | 310 →

As has occurred in relation to newspapers, television, cinema and broadcasting, some have been quick to forecast the end of...

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