COMN 3112 Lecture Notes - Lecture 4: Media Buying, Product Placement, Transmedia Storytelling
15 Jul 2016
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Document Summary
One can think about political economy as the study of social relations, especially the power relations, that mutually constitute the production, distribution, and consumption of resources . The goods produced by the media industries are both economic and cultural. Symbolic and economic dimensions of the production of meaning. Cable = fragment the audience: cpm cost per 1000 (mil, cost reach 1000 people. Allows for a way of circumventing consumer resistance of cynicism to conventional advertising . But maintain consumer ignorance about social relations of brands (naomi. Klein: increasingly difficult to determine difference between public space (cultural, the social) and corporate messages. Who and how should we police the boundary: product placement. Media buyers deliver audiences to advertisers. Media buying link to consumer power and privacy issues. How do media buyers evaluate criteria of publisher for clients. Analyze, find and evaluate and manage data on audience members to choose one publisher.
