advertising-the-media-and-globalization (1).pdf - Media Industries Journal 1.3(2015 Advertising the Media and Globalization – Sinclair Advertising the

advertising-the-media-and-globalization (1).pdf - Media...

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Media Industries Journal 1.3 (2015) Advertising, the Media, and Globalization Sinclair Advertising, the Media, and Globalization John Sinclair 1 University of Melbourne j.sinclair [AT] unimelb.edu.au Abstract: Advertising is a crucial media industry, not only in its own right but also because of the intermediary structural relation it holds between the commercial media on one hand and the consumer goods and service industries on the other. This can be conceived as a manufacturing-marketing- media complex. However, the traditional business model that facilitated this relationship in the mass media era is now under challenge from the new forms of social communication afforded by the internet. Accordingly, such a fundamental transformation forces a critical review of how advertising has been understood. This essay explains how former approaches such as the semiological analysis of advertisements, the Marxist political economy of value, ethnographic studies of advertising practice, and the cultural turn in social theory have all been superseded to a greater or lesser extent by the reorientation of advertising within a broader conceptual landscape of consumer culture, and by contemporary theory and research on branding. Furthermore, attention is given to the historical globalization of the corporations that own the brands and the advertisi ng industry’s response, which has been to consolidate into a small number of global umbrella corporations that coordinate and manage a host of specialist divisions across the whole field of integrated marketing communications. Keywords: Advertising, Globalization, Internet, Marketing, Social Media The media industries are different from other industries because of their privileged place in social communication and the perception that they wield extensive influence on public opinion, cultural norms and values, and the popular imaginary. This truism applies particularly to the advertising industry, for not only does advertising have a high visibility in the cultural environment: it is also the most vital source of the revenue that supports and motivates the vast majority of commercial media. It could even be said that advertising is the media industry that stands behind all the other media industries. However, research approaches of past decades have tended to concentrate upon the products of the advertising industry that is, advertisements and their cultural significance rather than penetrating beyond to the industry as such, including its political and cultural economy; the relations between advertisers, advertising agencies, and the media; and actual advertising practices. More contemporary
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Media Industries Journal 1.3 (2015), ISSN: 2373-9037 43 research has focused directly on these fundamentals, particularly in the context of globalization and the complex transition from old to new media.
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