Transitioned Media / A Turning Point Into the Digital Realm / Gali Einav / Buch / XX / Englisch / 2010 / SPRINGER NATURE / EAN 9781441960986 - hardcover

The media industry is in transition. While some changes are readily apparent, we have not even begun to understand the impact of others. The result is one of the most fascinating times in the history of media. As digital technologies accelerate the pace of change in all facets of our lives, researchers and practitioners are exploring its impact on traditional media and social interaction. Transitioned Media brings together leading academics and media industry executives to identify and analyze the most transformative trends and issues. Themes include the effect of digital technologies on consumer behavior, new approaches to advertising and branding, social networks, the blogosphere and impact of "citizen" journalism, music and intellectual property rights, digital cinema, and video games. Underlying the chapters is an economic perspective, with an emphasis on how new business models are being developed that take the social dimensions of digital technologies into account. The result is a unique perspective on the digital media landscape and the forces that will shape it in the future. TOC:Acknowledgments Foreword Content Flows From Anyone to Everyone --Darcy Gerbarg 1. Introduction: The End of Media As We Know It? --Gali Einav Part 1: The Changing World of Advertising and Consumer Behavior 2. TV for the 21st Century: The Video Ad Model in Transition --Adam Gerberg and Rick Mandler 3. Branded Entertainment: How Advertisers and Networks are Working Together to Reach Consumers in the New Media Environment --Rachel Mueller-Lust 4. Evolution of Cross Platform Media Use in the United States --Horst Stipp Part 2: The Changing Face of Traditional Media : The News Business Case Study 5. We Interrupt this Program--Jeff Gralnick 6. Mobile Social Networking and the News--Laura Forlano 7. Parsing the Online Ecosystem: Journalism, Media, and the Blogosphere --John Kelly Part 3: Media Reinvented; Case Studies of Transitioning into a Digital Age 8. The Transition to Digital TV: A Case Study of HDTV--John Carey 9. The Fat Lady Still Sings: Bringing Music into the Digital Age--Lydia Loizides 10. The Transition into the Digital Film Age --Kristen Daly 11. Thumb Wars: Body and Mind in Video Games--Liel Leibovitz About the Editor and Contributors Index