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 the book argues, have failed to grapple with the problems of media power, market power and commercialism generated by intensifying cross-media promotion.
(Some book subtitles have been removed for reasons of space) Abramovich, A. (2001) ‘Company Man’, Feed (no longer available). Adorno, T. and Horkheimer, M. (1979)  ‘The Culture Industry: Enlightenment as Mass Deception’ in T. Adorno and M. Horkheimer, Dialectic of Enlightenment (trans. by J. Cummings), London: Verso. Aitman, D. (1996) ‘EC and United Kingdom Competition Law Developments’ in E. Barendt (ed) The Yearbook of Media and Entertainment Law 1996, Oxford: Oxford University Press. Albarran, A. B. and Chan-Olmsted, S. (1998) Global Media Economics, Ames:Iowa State Univ. Press. Alger, D. (1998) Megamedia, Lanham, : Rowman and Littlefield. Allaun, F. (1988) Spreading the News: A Guide to Media Reform, Nottingham: Spokesman/CPBF. Allen, D. (2001) ‘The First Amendment and the Doctrine of Corporate Personhood: Collapsing The Press–Corporation Distinction’, Journalism: Theory, Practice And Criticism, 2 (3): 255– 278. Allen, G. (2000) Intertextuality, London: Routledge. Allen, G. (2005) ‘Intertextuality’, The Literary Encyclopedia, http://www.Litencyc.com /php/stopics.php?rec=true&UID=1229 (accessed 24 January 2006). American Demographics (2000) ‘Scaling the Media Web’, (6 November). Andersen, R. (1995) Consumer Culture and TV Programming, Boulder, CO: Westview Press. ——— (2000) ‘Introduction’ in R. Andersen and L. Strate, Critical Studies in Media Commercialism, Oxford: OUP. Andersen, R. and Strate, L. (2000) Critical Studies in Media Commercialism, Oxford: OUP. Anderson, N. (2006). Product Placement (19 March), http://arstechnica.com/gadgets/news/ 2006 /03/productplacement.ars. Annan, Lord (chair) (1977) Report of the Committee on the Future of Broadcasting, Cmnd. 6753, London: HMSO AOL-Time Warner (2001) ‘First Meeting of AOL Time Warner with Investors and Analysts’...
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