Advertising and New Media

Consumers around the world are rapidly incorporating new networked media and communications into their daily lives and, in the process, are acquiring new forms and capacities of control and influence in their negotiations with the media. Advertising and New Media tracks this shift from 'mass' to 'my' media and considers how conversational interaction and social participation are reshaping the social relations of media service providers, advertisers and consumers. Christina Spurgeon provides a clear and comprehensive introduction to the co-evolutionary development of advertising, new media and new media consumers, with examples drawn from the USA, the UK, Europe, Australia and the peoples Republic of China. Features include: evaluation of consumer-generated advertising, including the Coke Mentos phenomenon, and comparative analysis of the Dove Real Beauty' and Axe/Lynx Effect' campaigns interviews with industry practitioners, providing first-hand insights on the impact of new media on advertising tables and figures that support differentiated analyses of the impact of changing media consumption patterns on mass media Christina Spurgeon lectures in Journalism, Media and Communication in the Creative Industries Faculty at the Queensland University of Technology, and is an active, published researcher and public interest advocate in media and communication industries and policy. Chris has previously worked as a radio producer and journalist specializing in media on media', and as a media and communications researcher and public policy adviser. MEDIA STUDIES / ADVERTISING / CULTURAL STUDIESSpurgeon, Christina is the author of 'Advertising and New Media' with ISBN 9780415430357 and ISBN 0415430356.