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The influence of new digital technologies on media brands: creative control versus creative co-creation.

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Oliver, J. J. and Gray, M., 2023. The influence of new digital technologies on media brands: creative control versus creative co-creation. In: Godulla, A. and Böhm, S., eds. Digital Disruption and Media Transformation: How Technological Innovation Shapes the Future of Communication. Cham: Springer, 29-39. (In Press)

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Official URL: https://link.springer.com/chapter/10.1007/978-3-03...

DOI: 10.1007/978-3-031-39940-4_3

Abstract

There is no doubt that digital technologies have disrupted and changed many aspects of media production, distribution and consumption. These new technologies have also created a collaborative and participatory media environment which has transformed many media brand management practices, particularly how media brands are created and developed. We discuss the influence of new digital technologies on media brand practice and explore the idea of creative control versus creative co-creation. As such, this chapter examines the emergence of co-creation as a theoretical paradigm and identifies the central arguments for and against the adoption of co-creation activities in the development and management of media brands.

Item Type:Book Section
ISBN:978-3-031-39939-8, 978-3-031-39940-4
Series Name:Future of Business and Finance
Uncontrolled Keywords:Digital Technologies;Media Brands;Brand Management;Creativity;Co-creation
Group:Faculty of Media & Communication
ID Code:38345
Deposited By: Symplectic RT2
Deposited On:19 Dec 2023 10:13
Last Modified:19 Dec 2023 10:13

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