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.
Library of Congress Cataloging-in-Publication Data
Cross-media promotion / Jonathan Hardy.p. cm.
Includes bibliographical references and index.
1. Mass media--Marketing. 2. Product placement in mass media.3. Mass media--Economic aspects. I. Title.P96.M36.H37 302.23—dc22 2009029351ISBN 978-1-4331-0146-5 (hardcover)ISBN 978-1-4331-0137-3 (paperback)ISBN 978-1-4539-0001-7 (e-book)
Bibliographic information published by Die Deutsche Nationalbibliothek.Die Deutsche Nationalbibliothek lists this publication in the “DeutscheNationalbibliografie”; detailed bibliographic data are availableon the Internet at http://dnb.d-nb.de/.
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