Book Cover; Title; Copyright; Contents; Acknowledgements; Chapter 1 Advertising and the new media of mass conversation; Chapter 2 From the 'Long Tail' to 'Madison and Vine': Trends in advertising and new media; Chapter 3 Integrating interactivity: Globalization and the gendering of creative advertising; Chapter 4 Mobilizing the local: Advertising and cell phone industries in China; Chapter 5 From conversation to registration: Regulating advertising and new media; Chapter 6 The future of advertising-funded media; Notes; References; Interviews; Index
Summary
Clear and comprehensive, this book explores the evolving relationship between new media, advertising and new media consumers. Tracing the shift from?mass? media to?my? media, examples are taken from across the globe
