Promotional Screen Industries

004eefba_medium Author Paul Grainge and ‎ Catherine Johnson
Isbn 0415831628
File size 2MB
Year 2015
Pages 236
Language English
File format PDF
Category Art

Book Description:

"This is a landmark study and a compelling account of productive fieldwork across media in the promotional screen industries. Sets a methodological standard for future production studies research. Its careful, interview-based, multi-year ethnography mines theoretical insights from complex creative labor and institutional practices rather than from textual theories. The book effectively underscores the clear value of scholar-practitioner interactions and systematically integrated cultural-industrial analysis. Well-written and astutely reasoned, a must-read for anyone studying the contemporary media industries."

"Read as a guide to today’s hybridized marketing, branding and advertising screen industries this is undoubtedly an impressive book. But approached as an intervention in the field from two leading members of the ‘paratextual cohort’, it is even more dazzling. Drawing on international fieldwork and an instructive range of case studies, Grainge and Johnson convincingly make the case for just how creative, aesthetically vibrant, and culturally significant the work of the promotional screen industries can be."




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