Handbook of Media Branding
This comprehensive handbook critically addresses current issues and achievements in the field of media branding. By discussing media branding from different viewpoints, disciplines and research traditions, this book offers fresh perspectives and identifi
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of Media Branding
Handbook of Media Branding
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€rster • Gabriele Siegert • Kati Fo Sylvia M. Chan-Olmsted • Mart Ots Editors
Handbook of Media Branding
Editors Gabriele Siegert University of Zurich IPMZ Institute of Mass Communication and Media Research Zurich, Switzerland
Kati F€orster University of Vienna Department of Communication Vienna, Austria
Sylvia M. Chan-Olmsted College of Journalism and Communication University of Florida Gainesville, Florida USA
Mart Ots J€onk€oping International Business School Transformation Center MMTC-Media Management J€onk€oping, Sweden
ISBN 978-3-319-18235-3 ISBN 978-3-319-18236-0 DOI 10.1007/978-3-319-18236-0
(eBook)
Library of Congress Control Number: 2015947838 Springer Cham Heidelberg New York Dordrecht London # Springer International Publishing Switzerland 2015 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Printed on acid-free paper Springer International Publishing AG Switzerland is part of Springer Science+Business Media (www.springer.com)
Preface
As a young and growing research area, media branding has gained momentum over the last decade. Research efforts within the field are diverse and driven by manifold interests, theoretical backgrounds, and empirical methodologies. This book is the result of an ongoing process to bring together the field. Starting from a handful of international scholars, over recent years, a vibrant and active research community has been formed around a shared interest in studying the media from a branding perspective. The first workshop on the topic was organized in 2007 by the Media Management and Transformation Centre at J€onk€oping International Business School (Sweden) and took place on a cruise ship between Stockholm and Helsinki. The proceedings of this workshop were edited by Mart Ots and published in the book Media Brands and Branding (2008). The second workshop on the topic was hosted by Kati F€orster in 2011 at the Department of Communication at the Univers
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