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The Influence of New Digital Technologies on Media Brands: Creative Control Versus Creative Co-Creation

Authors: Oliver, J.J., Gray, M.

Publication Date: 01/01/2023

Volume: Part F10750

Pages: 29-39

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 contributes to existing knowledge by developing the central arguments for and against the entailed activities in the development and management of media brands.

Source: Scopus