Ancillary academia: video shorts and the production of university paratexts

Grainge, Paul

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.

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

• Journal Article Type: Article
• Acceptance Date: Jan 10, 2017
• Online Publication Date: Feb 5, 2017
• Publication Date: Mar 15, 2017
• Deposit Date: Feb 10, 2017
• Publicly Available Date: Aug 6, 2018
• Journal: Critical Studies in Media Communication
• Print ISSN: 1529-5036
• Electronic ISSN: 1479-5809
• Publisher: Routledge
• Peer Reviewed: Peer Reviewed
• Volume: 34
• Issue: 2
• Pages: 184-192
• DOI: https://doi.org/10.1080/15295036.2017.1286024
• Keywords: intermediaries, production studies; university paratexts, video content marketing
• Public URL: https://nottingham-repository.worktribe.com/output/847636
• Publisher URL: http://www.tandfonline.com/doi/full/10.1080/15295036.2017.1286024
• 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.com/10.1080/15295036.2017.1286024.