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Books > Reference & Interdisciplinary > Communication studies
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Pop Brands - Branding, Popular Music, and Young People (Paperback, New edition)
Loot Price: R1,001
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Pop Brands - Branding, Popular Music, and Young People (Paperback, New edition)
Series: Mediated Youth, 11
Expected to ship within 12 - 19 working days
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Corporations engage young people and musicians in brand-building
activities. These activities unfold in media-dense social spaces.
Social networking sites, the user-generated content of web 2.0,
live music events, digital cameras and cell phones are all used in
constructing valuable brands. This book addresses the integration
of popular music culture, corporate branding, and young people's
mediated cultural practices. These intersections provide a rich
site for examining how young people build brands within spaces and
practices that they perceive as meaningful. The book is based on
extensive ethnographic empirical research, drawing on participant
observation, textual analysis and interviews with young people,
musicians, marketers and other participants in the cultural
industries. Contemporary theories of marketing and branding are
brought together with critical and cultural accounts of mediated
social life. The book explores the distinctive concerns and debates
of these different perspectives and the lively interface between
them.
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