The snapshot, a straightforward, generally unposed photograph of everyday life, has emerged as an important style in contemporary strategic communication. In this paper, I discuss the role of snapshot aesthetics in contemporary brand communication and trace a brief visual genealogy of the...

In this paper, we present the conceptual paper to adapt a new dominant logic of marketing for understanding the consumer behaviour in the globalization. To compete in the globalisation or localisation, companies need the potential marketing strategy in order to sustain their market position;...

Social networking is a disruptive technological change which took place in the last decade. Social networking has change the way we communicate within our groups, with our fellow citizens, the professionals and many unknowns. The technological advancement has created challenges in various areas...

The COVID-19 pandemic has dramatically affected most industries, including the publishing and media sectors. Arguably, the advertising downturn associated with the pandemic makes it clearer than ever that companies need to diversify their revenue streams. Facing an "extinction event," as the...

This chapter analyzes the selfie from interdisciplinary perspectives, focusing on the selfie as branding tool. I draw upon conceptions of the selfie as commodity form and aesthetic practice to analyze the selfie as a complex and provocative visual element in contemporary branding. The selfie’s...

Cet article concerne les dialectiques entre usagersconsommateurs et industries culturelles et médiatiques (ICM). Nous les interrogeons dans le cadre d’un modèle de «coproduction collaborative» spécifique – le cas du portail d’actualités cinématographique français Allociné – où...

Internet has opened new roads to inform and entertain individuals. In the 1970s, the development of television deeply revolutionized domestic life but compared with the Internet, it seems not to be so dramatic. This paper focuses on interactive television as an attractive new media in comparison...

This paper proposes an approach to the analysis of market failure on creative and cultural market. The author examines the impact of information asymmetries on the market of cultural valuables. Conclusions include suggestion on possibility of solution based on pure art criticism or other...