This comprehensive handbook critically addresses current issues and achievements in the field of media branding. By discussing media branding from different viewpoints, disciplines and research traditions, this book offers fresh perspectives and identifies areas of interest for further research....

User generated content has always been important building-blocks for traditional media products – ‘letters to the editor’ and ‘family news’ make up valuable sections of newspapers, while radio stations encourage listeners to call in and share their thoughts, feelings, and experiences...