At the Intersection of Interests: Evolving Creative Processes and New Agency-Media Dynamics
| Autor: | Izabela Derda |
|---|---|
| Přispěvatelé: | Department of Media and Communication |
| Jazyk: | angličtina |
| Rok vydání: | 2020 |
| Předmět: |
Cultural Studies
Branded content Visual Arts and Performing Arts Process (engineering) business.industry Strategy and Management Communication 05 social sciences 0211 other engineering and technologies 050801 communication & media studies 021107 urban & regional planning 02 engineering and technology Public relations 0508 media and communications Intersection Dynamics (music) Management of Technology and Innovation Paradigm shift Agency (sociology) Business |
| Zdroj: | Creative Industries Journal. Taylor & Francis Ltd |
| ISSN: | 1751-0694 |
| DOI: | 10.1080/17510694.2020.1738692 |
| Popis: | The development of forms at the blurred boundaries between advertising and editorial content has led to a shift in advertising industry practices. In the process of campaign development, it is not uncommon for media platforms to take on some of creative tasks that were once traditionally delivered by advertising agencies. This study investigates how changes in the media landscape have affected creative processes, and identifies a paradigm shift whereby media platforms have become important (or even key) stakeholders in the creative processes. The study also examines the consequences of the parties’ approaches to the situation and particularly to working relationships. |
| Databáze: | OpenAIRE |
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