From Idents to Influencers: The promotional screen industries

Grainge, Paul

Abstract

This chapter examines the role of the promotional screen industries, a fluid configuration of companies, agencies, and intermediaries that produce audiovisual marketing content for media and consumer brands, corporations, universities, governments, charities, and other bodies. Considering the blurring boundaries of “promotion” and “content” in the contemporary media environment, the chapter situates the promotional screen industries as a porous site of collaboration and competition within and between media and marketing industries. From film trailers, television idents and branded entertainment to online video and “influencer” vlogging, the chapter explores the hybrid sector responsible for producing, distributing, circulating, and locating promotional screen media.

Citation

Grainge, P. (2021). From Idents to Influencers: The promotional screen industries. In The Routledge Companion to Media Industries (363-371). London: Routledge. https://doi.org/10.4324/9780429275340-36

• Online Publication Date: Oct 5, 2021
• Publication Date: Sep 22, 2021
• Deposit Date: Nov 5, 2021
• Publicly Available Date: Mar 23, 2023
• Pages: 363-371
• Series Title: Routledge Media and Cultural Studies Companions
• Book Title: The Routledge Companion to Media Industries
• Chapter Number: 31
• ISBN: 9780367225261
• DOI: https://doi.org/10.4324/9780429275340-36
• Public URL: https://nottingham-repository.worktribe.com/output/6137615
• Publisher URL: https://www.taylorfrancis.com/chapters/edit/10.4324/9780429275340-36/idents-influencers-paul-grainge
• Additional Information: This is an Accepted Manuscript of a book chapter published by Routledge/CRC Press in The Routledge Companion to Media Industries on 5/10/2021, available online: http://www.routledge.com/The-Routledge-Companion-to-Media-Industries/McDonald/p/book/9780367225261
• Contract Date: Aug 1, 2021