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Elvis sings for the BBC: broadcast branding and digital media design

Grainge, Paul

Authors



Abstract

This essay uses a striking example of digital remix promotion - BBC Radio 2’s Elvis ad - to examine developments in the contemporary branding and broadcast environment. Developing work by John Caldwell, it examines the Elvis ad as a ‘deep text’, a promotionally reflexive articulation by media industries about the nature of corporate media identity and aesthetics. Suggestive of the BBC’s attempt since the late 1990s to make its brand ‘sing’, and relating specifically to the visualization of radio in the digital age, the essay uses the Elvis ad to investigate the performance of network personality in the multi-channel era, the growing role of brand/design companies such as Red Bee Media, and the operational and ontological transition of the BBC to a digital media world. More generally, the essay considers the relation of found-footage promotion to the ‘spatialization of audiovisual culture’.

Citation

Grainge, P. (2010). Elvis sings for the BBC: broadcast branding and digital media design. Media, Culture and Society, 32(1), 45-61. https://doi.org/10.1177/0163443709350097

Journal Article Type Article
Online Publication Date Jan 13, 2010
Publication Date 2010-01
Deposit Date Sep 22, 2011
Publicly Available Date Sep 22, 2011
Journal Media, Culture & Society
Electronic ISSN 1460-3675
Publisher SAGE Publications
Peer Reviewed Peer Reviewed
Volume 32
Issue 1
Pages 45-61
DOI https://doi.org/10.1177/0163443709350097
Keywords Sociology and Political Science; Communication
Public URL http://eprints.nottingham.ac.uk/id/eprint/1534
Publisher URL http://mcs.sagepub.com/content/32/1/45
Copyright Statement Copyright information regarding this work can be found at the following address: http://creativecommons.org/licenses/by/4.0

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Copyright Statement
Copyright information regarding this work can be found at the following address: http://creativecommons.org/licenses/by/4.0





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