Winner, 2020 Outstanding Book Award, given by the International Communication Association
Honorable Mention, 2020 Nancy Baym Book Award, given by the Association of Internet Researchers
How the transformation of social media platforms and user-experience have redefined the entertainment industry In a little over a decade, competing social media platforms, including YouTube, Facebook, Twitter, Instagram, and Snapchat, have given rise to a new creative industry: social media entertainment. Operating at the intersection of the entertainment and interactivity, communication and content industries, social media entertainment creators have harnessed these platforms to generate new kinds of content separate from the century-long model of intellectual property control in the traditional entertainment industry. Social media entertainment has expanded rapidly and the traditional entertainment industry has been forced to cede significant power and influence to content creators, their fans, and subscribers. Digital platforms have created a natural market for embedded advertising, changing the worlds of marketing and communication in their wake. Combined, these factors have produced new, radically shifting demands on the entertainment industry, posing new challenges for screen regimes, media scholars, industry professionals, content creators, and audiences alike. Stuart Cunningham and David Craig chronicle the rise of social media entertainment and its impact on media consumption and production. A massive, industry-defining study with insight from over 100 industry insiders, Social Media Entertainment explores the latest transformations in the entertainment industry in this time of digital disruption.
Автор: Smith Michael D., Telang Rahul Название: Streaming, Sharing, Stealing: Big Data and the Future of Entertainment ISBN: 0262534525 ISBN-13(EAN): 9780262534529 Издательство: MIT Press Рейтинг: Цена: 22510.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание:
" The authors explain] gently yet firmly exactly how the internet threatens established ways and what can and cannot be done about it. Their book should be required for anyone who wishes to believe that nothing much has changed." -- The Wall Street Journal
"Packed with examples, from the nimble-footed who reacted quickly to adapt their businesses, to laggards who lost empires." -- Financial Times
Traditional network television programming has always followed the same script: executives approve a pilot, order a trial number of episodes, and broadcast them, expecting viewers to watch a given show on their television sets at the same time every week. But then came Netflix's House of Cards. Netflix gauged the show's potential from data it had gathered about subscribers' preferences, ordered two seasons without seeing a pilot, and uploaded the first thirteen episodes all at once for viewers to watch whenever they wanted on the devices of their choice.
In this book, Michael Smith and Rahul Telang, experts on entertainment analytics, show how the success of House of Cards upended the film and TV industries -- and how companies like Amazon and Apple are changing the rules in other entertainment industries, notably publishing and music. We're living through a period of unprecedented technological disruption in the entertainment industries. Just about everything is affected: pricing, production, distribution, piracy. Smith and Telang discuss niche products and the long tail, product differentiation, price discrimination, and incentives for users not to steal content. To survive and succeed, businesses have to adapt rapidly and creatively. Smith and Telang explain how.
How can companies discover who their customers are, what they want, and how much they are willing to pay for it? Data. The entertainment industries, must learn to play a little "moneyball." The bottom line: follow the data.
Автор: Blanca Miguelez-Juan, Gema Bonales-Daimiel Название: Examining the Future of Advertising and Brands in the New Entertainment Landscape ISBN: 1668460912 ISBN-13(EAN): 9781668460917 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 177410.00 T Наличие на складе: Нет в наличии. Описание: In a globalized world full of noise, brands are constantly launching messages through different channels. For the last two decades, brands, marketers, and creatives have faced the difficult task of reaching those individuals who do not want to watch or listen to what they are trying to tell them. By producing fewer ads or making them louder or more striking, more brands and communications professionals are not going to get those people to pay more attention to their messages; they will only want to avoid advertising in all media.
Examining the Future of Advertising and Brands in the New Entertainment Landscape provides a theoretical, reflective, and empirical perspective on branded content and branded entertainment in relation to audience engagement. It reviews different cases about branded content to address the dramatic change that brands and conventional advertising are facing short term. Covering topics such as branded content measurement tools, digital entertainment culture, and government storytelling, this premier reference source is an excellent resource for marketers, advertising agencies, brand managers, business leaders and managers, communications professionals, government officials, non-profit organizations, students and educators of higher education, academic libraries, researchers, and academicians.
Winner, 2020 Outstanding Book Award, given by the International Communication Association
Honorable Mention, 2020 Nancy Baym Book Award, given by the Association of Internet Researchers
How the transformation of social media platforms and user-experience have redefined the entertainment industry In a little over a decade, competing social media platforms, including YouTube, Facebook, Twitter, Instagram, and Snapchat, have given rise to a new creative industry: social media entertainment. Operating at the intersection of the entertainment and interactivity, communication and content industries, social media entertainment creators have harnessed these platforms to generate new kinds of content separate from the century-long model of intellectual property control in the traditional entertainment industry. Social media entertainment has expanded rapidly and the traditional entertainment industry has been forced to cede significant power and influence to content creators, their fans, and subscribers. Digital platforms have created a natural market for embedded advertising, changing the worlds of marketing and communication in their wake. Combined, these factors have produced new, radically shifting demands on the entertainment industry, posing new challenges for screen regimes, media scholars, industry professionals, content creators, and audiences alike. Stuart Cunningham and David Craig chronicle the rise of social media entertainment and its impact on media consumption and production. A massive, industry-defining study with insight from over 100 industry insiders, Social Media Entertainment explores the latest transformations in the entertainment industry in this time of digital disruption.
Автор: Johnson Derek, Kompare Derek, Santo Avi Название: Making Media Work: Cultures of Management in the Entertainment Industries ISBN: 0814760996 ISBN-13(EAN): 9780814760994 Издательство: Wiley EDC Рейтинг: Цена: 34310.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание:
The management and labor culture of the entertainment industry. In popular culture, management in the media industry is frequently understood as the work of network executives, studio developers, and market researchers—“the suits”—who oppose the more productive forces of creative talent and subject that labor to the inefficiencies and risk aversion of bureaucratic hierarchies. However, such portrayals belie the reality of how media management operates as a culture of shifting discourses, dispositions, and tactics that create meaning, generate value, and shape media work throughout each moment of production and consumption. Making Media Work aims to provide a deeper and more nuanced understanding of management within the entertainment industries. Drawing from work in critical sociology and cultural studies, the collection theorizes management as a pervasive, yet flexible set of principlesdrawn upon by a wide range of practitioners—artists, talent scouts, performers, directors, show runners, and more—in their ongoing efforts to articulate relationships and bridge potentially discordant forces within the media industries. The contributors interrogate managerial labor and identity, shine a light on how management understands its roles within cultural and creative contexts, and reconfigure the complex relationship between labor and managerial authority as productive rather than solely prohibitive. Engaging with primary evidence gathered through interviews, archives, and trade materials, the essays offer tremendous insight into how management is understood and performed within media industry contexts. The volume as a whole traces the changing roles of management both historically and in the contemporary moment within US and international contexts, and across a range of media forms, from film and television to video games and social media.
Автор: Zackariasson Название: Video Game Marketing ISBN: 1138812277 ISBN-13(EAN): 9781138812277 Издательство: Taylor&Francis Рейтинг: Цена: 54090.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание:
The video game industry has been one of the fastest-growing cultural phenomena of our times with market conditions that demand a specific skill set from its marketers. To a new generation of "indie gamers," being a game developer isn't just about design and production, a successful video game demands entrepreneurial skills and astute business acumen. The creators need to know what their customers want, how to reach those customers and how to sell to them.
Video Game Marketing: A student textbook is for development students or aspiring developers who want to know how to promote and sell the results of their efforts. This book is a much-needed guide to:
- the essentials of marketing strategy;
- video games as products or services;
- marketing research for game development;
- branding video games;
- marketing through game: gamification, advergames.
Replete with pedagogy to aid learning such as objectives and discussion questions for each chapter, this book is all that aspiring video game developers will need to unleash the potential of their games.
Автор: Stacy Landreth Grau Название: Celebrity 2.0: The Role of Social Media Influencer Marketing in Building Brands ISBN: 1637422083 ISBN-13(EAN): 9781637422083 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 22570.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: Social media influencers rule the world!Gone are the days of worshipping movie stars and athletes only for their talent. Everyday people are fast becoming the new celebrities and thus influencers for Millennials and Generation Z. In the past few years, social media influencers dominate pop culture and brands are eager to work with them to build their brands. From music to gaming; from fashion to sports; from wellness to lifestyle branding there are more than 50 million people calling themselves "creators" and many are influencers amassing a highly engaged community. For brands, what are the most effective ways to identify and cultivate influencers and support content creation?This book is for anyone who wants to understand the landscape of influencer marketing with an eye for collaborations between influencers and companies. Perfect for brand managers and agency professionals, up and coming influencers, and students wanting to enter this exciting field of marketing, this book combines practical advice and examples with an overview of the academic insights to date. Topics include creators and the creator economy, typology of influencers, how to work with them, considerations for campaign design and implementation.Celebrity 2.0: The Role of Social Media Influencer Marketing to Build Brands is a great primer to the influencer marketing ecosystem and the influencer marketing relationship framework to learn how content marketing, native advertising and content marketing all come together.
Автор: Branson Douglas M. Название: The Future of Tech Is Female: How to Achieve Gender Diversity ISBN: 1479875171 ISBN-13(EAN): 9781479875177 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 81930.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: An accessible and timely guide to increasing female presence and leadership in tech companies
Tech giants like Apple and Google are among the fastest growing companies in the world, leading innovations in design and development. The industry continues to see rapid growth, employing millions of people: in the US it is at the epicenter of the American economy. So why is it that only 5% of senior executives in the tech industry are female? Underrepresentation of women on boards of directors, in the C-suite, and as senior managers remains pervasive in this industry. As tech companies are plagued with high-profile claims of harassment and discrimination, and salary discrepancies for comparable work, one asks what prevents women from reaching management roles, and, more importantly, what can be done to fix it?
The Future of Tech is Female considers the paradoxes involved in women's ascent to leadership roles, suggesting industry-wide solutions to combat gender inequality. Drawing upon 15 years of experience in the field, Douglas M. Branson traces the history of women in the information technology industry in order to identify solutions for the issues facing women today. Branson explores a variety of solutions such as mandatory quota laws for female employment, pledge programs, and limitations on the H1-B VISA program, and grapples with the challenges facing women in IT from a range of perspectives.
Branson unpacks the plethora of reasons women should hold leadership roles, both in and out of this industry, concluding with a call to reform attitudes toward women in one particular IT branch, the video and computer gaming field, a gateway to many STEM futures. An invaluable resource for anyone invested in gender equality in corporate governance, The Future of Tech is Female lays out the first steps toward a more diverse future for women in tech leadership
Автор: Houle David, Shapiro Owen Название: Brand Shift: The Future of Brands and Marketing ISBN: 0990563502 ISBN-13(EAN): 9780990563501 Издательство: Неизвестно Рейтинг: Цена: 13790.00 T Наличие на складе: Есть у поставщика Поставка под заказ.
Автор: Pogorzelski, Jacek Название: Managing brands in 4d ISBN: 1787561054 ISBN-13(EAN): 9781787561052 Издательство: Emerald Рейтинг: Цена: 39290.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: The main value of this book is an organized and systematic approach to branding, supported by literature research, findings and practical implementation.
Автор: Pogorzelski, Jacek Название: Managing brands in 4d ISBN: 1787561038 ISBN-13(EAN): 9781787561038 Издательство: Emerald Рейтинг: Цена: 97560.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: The main value of this book is an organized and systematic approach to branding, supported by literature research, findings and practical implementation.
Автор: Anup Krishnamurthy, S Ramesh Kumar Название: Advertising, Brands and Consumer Behaviour: The Indian Context ISBN: 935388392X ISBN-13(EAN): 9789353883928 Издательство: Sage Publications Рейтинг: Цена: 31680.00 T Наличие на складе: Поставка под заказ. Описание:
The book Advertising, Brands and Consumer Behaviour through the exploration of 79 well-known Indian brands, explains how consumer behaviour is applied in conjunction with advertising management and brands. The Indian examples from varied product categories will enable students to identify with the conceptual linkages that occur across branding, advertising and consumer behaviour. The USP of the book is that it adds value and practical insights to the fundamentals dealt with in the various textbooks on the subject. Besides being a reference book for students of post graduate programmes in management, the book will be useful for professionals in the domain of marketing. The exercises presented in the book will enable students to readily connect with the Indian environment. Further, there are references to research readings that will help readers to probe deeper into the linkages across the three subjects.
Key Features:
· Focuses on building conceptual perspectives that trigger critical thinking in a given context
· Provides real-life examples of brands (creating theory–practice linkages)
· Covers several well-known Indian brands across product categories
· Includes online resources explaining the use of the book for instructors of consumer behaviour courses and relatedsubjects.
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