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From Idents to Influencers: The promotional screen industries

Grainge, Paul

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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

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