School of Historical and Philosophical Studies - Research Publications
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ItemBRANDING AND BELONGING(Informa UK Limited, 2008-07)
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Item'Waiting for the kiss of life': Mobile media and advertising(SAGE Publications, 2009-11-01)Mobile media, especially cellphones, are now seen and heard everywhere, forming an intrinsic part of the daily lives and habits of billions of people worldwide. Curiously, despite this wide diffusion and remarkable rate of adoption, as an advertising platform the cellphone is, in the words of one commentator, still very much ‘a mass medium waiting for the kiss of life’. This article examines why this is the case, by exploring the ‘complex mobile phone ecosystem’ and the factors that contribute to the rather hesitant adoption of mobile advertising, with particular attention to the inherent conflicts amongst the interested parties in the system. It does this through a meta-analysis of themes and issues evinced in mainstream media and the advertising trade press. Study of this data is supplemented by drawing on a number of critical studies within the available research literature on the subject.
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ItemSLEEPING WITH THE ENEMY: DISINTERMEDIATION IN INTERNET ADVERTISING(UNIV QUEENSLAND PRESS, 2009-08)The advent of internet advertising has changed the basis of the intermediary role which the advertising agency traditionally has occupied between advertisers and the media. This is disintermediation, or ‘cutting out the middle man’. The intrinsic and distinctive properties of the internet as a commercial medium, and its interactive character, have given rise to the phenomenon of search advertising, which diminishes the need for an advertising agency. This article outlines and analyses the challenge which Google and the other search services pose to advertising agencies, and the strategies which the global advertising industry has been taking up in response. In particular, evidence of Google's steps towards assuming the functions of an advertising agency, and even of a traditional advertising media owner, are canvassed, and set against an account of the global agency groups’ moves into specialist digital companies, and how they are working with the search services.
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ItemThe shock of the new: Old media strategies in the digital age(SAGE PUBLICATIONS LTD, 2008-05)This paper provides an outline and analysis of the strategies with which the ‘old’ media empires of print and television have met the challenge of ‘new’ media in Australia, notably the internet. It places particular emphasis on the protection of, or the gaining of access to, advertising revenue as a motivating factor in such corporate strategies since the early 1990s. In order to achieve some historical perspective and narrative continuity on this process, the discussion is divided into a rough periodisation. The first period saw the beginning of internet advertising and media organisations establishing a web presence, before the dot.com crash of 2000. A period of more cautious consolidation of positions then followed, and internet advertising became differentiated into categories of search, directories, classified and display, leading up to the corporate discovery of social networking in 2005. The paper concludes with some observations on the recent influx of private equity capital, particularly noting the agile response of ‘old’ media proprietors.