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.
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