Web 2.0 and the Marketing of Media: The (R)evolution of Product
Datum
2008-06
Autor:innen
Zeitschriftentitel
ISSN der Zeitschrift
Bandtitel
Verlag
University of Oregon
Zusammenfassung
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.
Beschreibung
xi, 83 p. A print copy of this thesis is available through the UO Libraries. Search the library catalog for the location and call number.