publication . Article . 2018

Branded content: rupture, rapture and reflections.

MacRury, Iain;
Open Access English
  • Published: 16 Jan 2018
  • Country: United Kingdom
Abstract
This is primarily a discussion about change, a topic relevant to many industries and, particularly, to students as they prepare for exciting but potentially uncertain futures. It is an occasion to think about the implications and emergence of some new promotional idioms such as branded content, sub genres such as ‘native advertising’, and to consider some new generation, high profile, promotional media forms, notably vlogging.
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