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This new book might be of interest to you. CROSS-MEDIA PROMOTION By 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, Hardy argues, have failed to grapple with the problems of media power, market power, and commercialism generated by intensifying cross-media promotion. From the Foreword: "Cross-media promotion is one of the most salient characteristics in our modern media systems, arising out of a context that involves virtually every level of media studies: media ownership, advertising and funding, technological trends, and regulatory issues -- the latter a specialty of the author of this book. These factors often work together, and Hardy is masterful in interweaving in an insightful but accessible way the complexity of media promotion." Matthew. P. McAllister, Penn State University Contents Part 1: Contexts 1. Dynamics and Varieties of Cross-Media Promotion 2. Media Paradigms and Promotional Speech Part 2: Cross-Media Promotion in Media Industries 3. Commercial Intertextuality: Cross-Promotion in Entertainment Media. 4. Cross-Promotion in News Media 5. News International: A Study of Editorial Cross-Promotion Part 3: Media Policy and Regulation 6. Changes in UK Policy and Regulation: An Overview. 7. Convergence and Cross-Promotion in Digital Television 8. Product Placement Part 4: Promotional Speech and Media Reform 9. Media Power: Policy Reform and Critical Media Theory Dr. Jonathan Hardy is senior lecturer in Media Studies at the University of East London, and teaches political economy of media at Goldsmiths College, University of London. He is the author of Western Media Systems (2008) and co-editor of The Advertising Handbook (2009). PB |352pages|$36.95 [£21.40] | 978-1-4331-0137-3 HC | 352 pages | $149.95 [£87.00]| 978-1-4331-0146-5 August 2010 Available from booksellers or direct from Peter Lang www.peterlang.com http://www.peterlang.com/Index.cfm?vID=310146&vHR=1&vUR=2&vUUR=1&vLang=E ____________________________________________ Dr. Jonathan Hardy Senior Lecturer in Media Studies and Programme Leader BA Media Studies School of Humanities and Social Sciences, University of East London 4-6 University Way London E16 2RD Tel: +44 20 8223 6266 Email: [log in to unmask] -------------------------------------------------------- MeCCSA mailing list -------------------------------------------------------- To manage your subscription or unsubscribe from the MECCSA list, please visit: https://www.jiscmail.ac.uk/cgi-bin/webadmin?SUBED1=MECCSA&A=1 ------------------------------------------------------- MeCCSA is the subject association for the field of media, communication and cultural studies in UK Higher Education. Membership is open to all who teach and research these subjects in HE institutions, via either institutional or individual membership. The field includes film and TV production, journalism, radio, photography, creative writing, publishing, interactive media and the web; and it includes higher education for media practice as well as for media studies. This mailing list is a free service from MeCCSA and is not restricted to members. For further information, please visit: http://www.meccsa.org.uk/ --------------------------------------------------------