Sociology 2172A/B Chapter Notes - Chapter 1: Social Marketing, Web 2.0, Counterargument

• School: Western University
• Department: Sociology
• Course: Sociology 2172A/B
• Professor: Gale Cassidy

Document Summary

Advertising is undergoing a second creative revolution as the industry tries to respond to new media funding models created by web 2. 0, mobile communication, and changing patterns of media consumption. The first creative advertising revolution of the 1960s occurred in the context of a classic media funding model. Paid for advertising generated the revenue to fund media channels. Spot advertising paid for television shows, and display advertisements paid for the cover charge. Advertisements had to fit particular genre conditions in roder to be differentiated from the editorial content in traditional media vehicles. The traditional funding model is no longer the natural order of things. Now, the content is something that drives the consumption of advertising. Content could be news, documentary, entertainment, opinion any form of communication that has the potential to generate audience engagement. New media funding models are emerging because of the fragmentation of media audiences.