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.
9. Media Power: Policy Reform and Critical Media Theory
Media Power: Policy Reform and Critical Media Theory
This book has assessed the factors giving rise to increasing cross-media promotion and examined the extent to which regulation has shaped and constrained CMP. This chapter begins by reviewing the main evidence and arguments presented. This provides the context for considering implications for policy and regulation and bringing together, in the final part, analytical and normative concerns of the study.
The Dynamics of Cross-Media Promotion
As media markets have become more competitive, firms have been able to obtain competitive advantages by extending the reach of promotions and reducing marketing costs through intra-firm promotions. Multi-sectoral integration has increased the scope for intra-firm promotion. CMP has thus been fuelled by changes in media ownership, assisted by deregulatory politics involving the relaxation of ownership, content and behavioural regulations. CMP has been greatly facilitated by technological changes enabling the redistribution and repurposing of content across a variety of digital media. This has occurred in the context of broader changes in media and advertiser relationships, in marketing and merchandising techniques, and changing patterns of media use and consumption.
Market innovation in cross-media promotion is most evident in the US system. The ‘American experience’ (Sepstrup 1986) of commercialisation, indicates the likely trajectory for other media systems, such as the UK. The conditions and factors giving rise to greater cross-promotion in the United States are increasingly apparent in the UK. Case studies examining UK newspapers and television...
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