Web 2.0 and the Marketing of Media: The (R)evolution of Product
Laurie, Leona, 1976-
Traditional media companies are launching new marketing strategies that make use of the tools Web 2.0, the interactive Internet, has to offer. This thesis examines the elements of the traditional marketing mix (Product, Price, Place, and Promotion) in a Web 2.0 context. Using generative criticism to conduct a rhetorical analysis of articles from Billboard and Variety magazines and a series of interviews with marketing practitioners, I present case studies and industry context for two media companies-Live Nation and NBC-that typify the transition into the digital era. The themes that emerge support my argument that the ultimate effect Web 2.0 is having on the marketing of media is a blurring of the lines between the elements of the marketing mix and increasing ambiguity in the definition of product. These findings are consistent with the principles of remediation theory, the idea that new media embrace old media and transform them.