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Transmedia Storytelling
Buku ini memberikan wawasan tentang bercerita lintas media (transmedia storytelling) sebagai suatu metode menyampaikan pesan yang mulai mendapatkan perhatian karena dampaknya yang kuat pada khalayak. Istilah transmedia storytelling atau bercerita lintas media (TMS) pertama kali dicetuskan oleh Henry Jenkins, seorang peneliti media, dalam suatu tulisan di blog-nya. Jenkins mendefinisikan transmedia storytelling sebagai suatu proses di mana elemen-elemen penting dari sebuah fiksi atau cerita disebarkan secara sistematis ke banyak saluran penyampaian untuk tujuan menciptakan pengalaman hiburan yang terkoordinasi dan menyatu. Idealnya, setiap sarana atau media ini memberikan kontribusi unik terhadap penyingkapan cerita. Tujuan utama dari menggunakan transmedia storytelling adalah khalayak terhibur dan dapat menikmati cerita lewat pengalaman yang terbaik.
Aggression and Violence
This book provides a broad and contemporary overview of aggression and violence by some of the most internationally renowned researchers in the field. It begins with an integrative theoretical understanding of aggression and shows how animal models shed light on human aggression and violence. Individual risk factors for aggression and violence from different research perspectives are then examined. First, there is a cognitive neuroscientific, neuropsychological, and psychophysiological study of the brain. It then explores the developmental psychological factors in aggressive behavior, incorporating work on gender and the family. Other perspectives include the role of testosterone, individual...
CAPE
Researchers across disciplines have been studying the psychology of fans for decades. Seeking to better understand fan behavior and the various factors motivating fans, researchers have studied dozens of variables in hundreds of studies of different fan groups. To date, however, there have been relatively few attempts to integrate this sizable body of work, pulling together findings across from the field to with a broader, more holistic perspective. This book does exactly that, identifying and concisely summarizing research on 28 separate lines of inquiry on the psychology of fans and integrating it all into an empirically-validated model known as the CAPE model. Useful as a textbook for a fandom studies course and as a handbook for fan researchers, this book is essential reading for anyone looking to better understand the state of fan psychology and wanting to conduct their own research exploring the ins and outs of fans of all sorts!
Celebrity Sells
Celebrities have always captured the imagination of the public. In today's age of consumerism, their ability to influence our behaviour can be seen worldwide. Harnessing this power can reap huge rewards for business — the Jamie Oliver campaign helped turn around Sainsbury?s fortunes, with the return on investment estimated at £27.95 for every advertising pound spent; sales of Walker?s Crisps increased by 105% thanks to Gary Lineker; One to One re-launched its brand with stars including Kate Moss and Elvis Presley. Celebrity Sells demonstrates the awesome power of famous names, when skilfully used, to sell brands and offers practical advice on how to develop and advertise a brand using celebrities, including: How to choose the right celebrity for your brand How to build your brand using a celebrity How to manage relationships with celebrities How to protect celebrity and brand reputation
Celebrity Worshippers
Celebrities are treated like modern religious icons within our media - and entertainment-saturated society. Why? This unprecedented book examines the historical, psychological, and sociological roots of our culture's fascination with famous personalities. The authors are a team of interdisciplinary researchers who have launched the only systematic study of the worldwide phenomenon known as "celebrity worship." They have spent the last four years trying to learn more about how and why some people become celebrity worshippers. Their work has been published in some of the most prestigious psychology journals. Now they have summarized and integrated their findings with classic works on the topic. Written to be accessible to professionals, students, and the general public, this text provides a thoughtful and provocative analysis of why society feeds upon and reinforces the fantasy of celebrities and what variables may turn a healthy respect for celebrities into an unhealthy preoccupation.
Consumer Behaviour in Asia
Success in the Asian market is crucial to many firms. Yet many marketing strategies are based on a 'western' perspective of what consumers want and respond to. In Consumer Behaviour in Asia , the authors argue that Asian culture is so fundamentally different to Western Culture that existing consumer behaviour concepts cannot be applied to Asian consumers. In this book the authors outline and explain these differences and put forward modifications to many well-known consumer behaviour concepts. Consumer Behaviour in Asia shows how firms need to modify their marketing strategies in such areas as segmentation, positioning and the marketing mix in order to successfully penetrate these markets.
Illusions of Immortality
What drives people to crave fame and celebrity? How does fame affect people psychologically? These issues are frequently discussed by the media but up till now psychologists have shied away from an academic away from an academic investigation of the phenomenon of fame. In this lively, eclectic book David Giles examines fame and celebrity from a variety of perspectives. He argues that fame should be seen as a process rather than a state of being, and that 'celebrity' has largely emerged through the technological developments of the last 150 years. Part of our problem in dealing with celebrities, and the problem celebrities have dealing with the public, is that the social conditions produced b...
Influencer Marketing
This is one of the first textbooks to explore the phenomenon of Influencer Marketing and how it fits within marketing communications to build brands and their communities. Influencers – those who can impact a brand’s marketing and advertising strategies as well as build brand communities – are making extensive use of the new digital and traditional communications platforms. Influencers offer brands the ability to deliver the “right” communication and marketing messages to a specific target audience. Across four core sections, this book brings together the key theory and practical implications of this new marketing tool: how it works as part of communications campaigns, including ho...
Managing Brand Equity
The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly dama...
