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Ancillary academia: video shorts and the production of university paratexts

Grainge, Paul

Authors

Paul Grainge paul.grainge@nottingham.ac.uk



Abstract

This article considers the production of media paratexts beyond the bounds of the entertainment industry. Specifically, it examines the development of video content strategy by universities, and the paratextual function that video shorts serve in the construction of institutional identity. Taking a production studies approach, the article expands the scope of paratextual analysis by exploring the development of video content by university marketers, and the role of promotional intermediaries in selling video expertise to the education market.

Journal Article Type Article
Publication Date Mar 15, 2017
Journal Critical Studies in Media Communication
Print ISSN 1529-5036
Electronic ISSN 1479-5809
Publisher Taylor & Francis (Routledge)
Peer Reviewed Peer Reviewed
Volume 34
Issue 2
Pages 184-192
Institution Citation Grainge, P. (2017). Ancillary academia: video shorts and the production of university paratexts. Critical Studies in Media Communication, 34(2), 184-192. https://doi.org/10.1080/15295036.2017.1286024
DOI https://doi.org/10.1080/15295036.2017.1286024
Keywords intermediaries, production studies; university paratexts, video content marketing
Publisher URL http://www.tandfonline.com/doi/full/10.1080/15295036.2017.1286024
Copyright Statement Copyright information regarding this work can be found at the following address: http://eprints.nottingh.../end_user_agreement.pdf
Additional Information This is an Accepted Manuscript of an article published by Taylor & Francis in Critical Studies in Media Communication on 05/02/2017, available online: http://www.tandfonline..../15295036.2017.1286024.

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Copyright Statement
Copyright information regarding this work can be found at the following address: http://eprints.nottingham.ac.uk/end_user_agreement.pdf





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