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Cross-Media Promotion

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 the book argues, have failed to grapple with the problems of media power, market power and commercialism generated by intensifying cross-media promotion.
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2. Media Paradigms and Promotional Speech

Extract

CHAPTER TWO

Media Paradigms and Promotional Speech

Part 1: Paradigms of Media, Democracy and Policy

What is the problem with cross-media promotion? The answer depends on the value framework or paradigm in which the problem is conceived. Different frameworks give rise to different articulations, or constructions, of the problems of CMP and propose different remedies to tackle them. This chapter examines how cross-media promotion is articulated within the main political philosophical traditions concerning the media. Other chapters examine the formation of specific media policies; this chapter draws selectively on policy positions in order to illustrate how different paradigms construct and evaluate CMP. Section one introduces the main paradigms while section two addresses the treatment of cross-promotion in each one.

Liberal democracy

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