Jeese Balzer examines the Clio Entertainment Awards. As a prize granting institution recognizing promotional labor, The Clios function as one of the few sites where the generally unseen or otherwise taken-for-granted laborers in media promotion ascend, even if only for a moment, to the privileged status (and spaces) of media authorship.
Targeting the Fan: Changing Demographics to Catch Engagement
Jessica Bay / York & Ryerson Universities
Jessica Bay uses Lionsgate’s Hunger Games marketing campaign to explore the ways in which fans have become a key demographic for digital promotional strategies.
Algorithmic Advertising and the Perils of Personalisation
JP Kelly / Royal Holloway College, University of London
JP Kelly takes a look at the thumbnails of Netflix, how they are decided, personalized, and what effect that can have for viewers.
On Promotion and Public Engagement: Universities Using YouTube
Paul Grainge / University of Nottingham
Paul Grainge considers the YouTube channel “Periodic Table of Videos. Grainge points to the ways that the channel’s host, Sir Martyn Poliakoff, presents educational, entertaining products to his viewers, while also serving as a promotion for his university and the value of public education broadly.
:30 Spot on Life Support?: Considering Media Advertising Options
Justin Wyatt / University of Rhode Island
Justin Wyatt considers discourses on digital and television advertising and considers how the truisms of television marketing are being revised, reformed, and sometimes simply rejected by the new variety of options for TV consumption.
Cynthia Meyers considers the “friction points” in influencer marketing, assessing the ways in which digital promotions are diverging from traditional advertising approaches and harkening back to earlier forms of sponsored content.