Brand loyalties

Rethinking content within global corporate media

Bibliographic Data

ID11268490
AuthorsSimone Murray (0000-0001-6213-2146, University of Queensland and Monash University, Australia, corresponding author)
Year2005
Volume27
Issue3
Pages415-435
Publication date2005-05-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueMedia Culture & Society (JOURNAL)
Journal identifiersISSN: 0163-4437 • E-ISSN: 1460-3675
PublisherSAGE Publications (PUBLISHER • US)
DOI10.1177/0163443705053973
OpenAlexW2125488244
LanguageEN
Citations received24
References cited15

Translating content from one media platform to another, a process here dubbed content streaming, is the leitmotif of contemporary globalized media. Yet widely divergent interpretations of the phenomenon have emerged. Academic political economy interprets content streaming as powerfully inimical to cultural diversity, media competition and freedom of speech. Mainstream business reporting, working from an opposing media economics schema, pillories ‘synergy’-based content strategies as oversold in theory and unworkable in practice. Challenging this established trend for the disciplines to develop in parallel, the article harnesses mainstream critique of content streaming to political economy’s traditionally circumspect view of corporate media. Examining first the commercial rationales for pursuing content streaming, before turning to the financial and managerial constraints on realizing these goals, the article positions content streaming as less all-pervasive than political economists have feared, but more commercially entrenched than the financial press currently allows

Competition (biology · Content (measure theory · Epistemology · Mainstream · Phenomenon · Political science · Politics · Public relations · Schema (genetic algorithms · Sociology · Computer Science · Elite Sociology and Global Capitalism · Law · Media Studies and Communication · Political Influence and Corporate Strategies

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