Media, entertainment, information Books

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Book Synopsis

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Book SynopsisThese conference proceedings are the output of one of the first academic events of its nature happening globally, targeting fashion from a communication sciences perspective, including, in a broad sense, cultural heritage studies and marketing. The chapters present theoretical and empirical interdisciplinary work on how various communication practices impact the fashion industry and on societal fashion-related practices and values. The special focus of this volume is how digital transformation is changing the field and its utility to practitioners. Using these academic insights, practitioners can understand the core causes and reasons for trends and developments in the field of fashion communication and marketing.Table of ContentsPart I: Digitalization in Fashion.- Omni-channel Retailing in the Fashion Industry: Its Definition and Implementation.- Digital Fashion Competences: A Longitudinal Study.- Touch in Text. The Communication of Tactility in Fashion E-Commerce Garment Descriptions.- Symbolic “Entrance” Effects of IoT: Portable Cosmetics Commerce behind the Deep-Link of web.3.0—A Case Study of Social Media Platform Store.- Understanding the Internal and External Drivers and Barriers for Digital Servitization in the European Textile Manufacturing Industry.- Mediatization: Understanding the Rise of Fashion Exhibitions.- Part II: Fashion Communication Strategies.- Fashion Statements. Fashion Communication as an Expression of Artistic, Political, and Social Manifesto between Physical and Digital.- Virgil Abloh’s Contemporary Discourse: An Academic Approach to His Communication Strategies.- Advertising Format Evolution in Fashion Brands’ Communication: Contagious Case Study 2010–2020.- Millennials and Fashion: Branding and Positioning through Digital Interactions.- Digital Fashion Exhibition: Salvatore Ferragamo Museum and Google Arts & Culture.- Harper’s Bazaar en Español (1967): The Failed Attempt to Start a Spanish Edition of Harper’s Bazaar in the 1960s.- Part III: Communicating Sustainability.- Adolfo Domínguez: The Role of Sustainability on the Social Media Engagement in 2020.- Label Conscious: Communicating Verifiable Sustainable Impact by Labelling Garments with Smart Technology.- Building a Prosocial Communication Model in the Fashion Sector, Based on Sustainability and Artificial Intelligence, Derived from COVID-19.- Dressed in Words: Crafting Slow and Fast Fashion Hashtags.- 100 Years of Fashion Activism: From the Women’s Suffrage Movement to the US 2020 Elections.- Rallying Hashtags as a Tool for Societal Change in Fashion.- Intercultural Crisis Communication on Social Media: A Case from Fashion.- Intangible Heritage: The Change of Significance of Hungarian Embroidery over Time.- Part IV: Fashion Storytelling.- Grunig’s Two-Way Model in the Fashion Films of Chanel N̊ 5: The Film and the One that I Want.- The Revival of Heritage Fashion Houses: Brand Identity in the Digital Era.- Luxury Fashion Storytelling: Branding Performance on Instagram.- Fashion Stories in Rome: Place-Making Narratives Within Fashion Branded City Guides.

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Book SynopsisINTRODUCTION.- PART I: Framing Migrations Discourses: Contexts and Evolution.- 1.1           Migrations as Controversial Discourses in the Global Public Arena.- 1.2           Migrations in their Geographical and Contextual Spaces.- 1.2.1.     The Mediterranean Region: Paradigmatic Shifts in a Challenging Context.- 1.2.1.1 Risky Migrations and the Mediatization of Controversies Re-visited.- 1.2.2.  The sub-Saharan in Migration: a Pending Reality of a complex Duality.- 1.2.3.   Latin American Migrations Repositioned: Inconsistencies and Ambivalences Demystified.- 1.2.4.   Asian Migrations in Focus: New Challenges, Contributions and Prospects.- 1.3           The Construction of Migrations in Filmic Discourses: Cinematic Spaces in Context(s).- 1.3.1      Subjectivation, Fictionalization and Resilience: Cinematic Devices Reconsidered.- 1.3.2      Hegemonic and Counter-hegemonic Migration Discourses and Representation in Media and Cinema.- 1.3.2.1 The Spanish Case.- 1.3.2.2  The Moroccan Case.- 1.3.2.3  The Sub-Saharan Case.- 1.3.2.4  Other Mediterranean Migration Films.- 1.3.2.5  The Latin American case.- 1.3.2.6  The Asian case.- PART II: The Cosmopolitan Festivalization of Migrations in Films: A Conceptual Reading 2.1 The Conceptual Debate about Migration Film Festivals: A contribution.- 2.1.1 Migration Film Festivals in Motion: Specificities, Underlying Forces and Function.- 2.1.2 The Social Function of Migration Film Festivals: Witnessing, Negotiating, and Transforming the Public Space.- PART III: Migrations film festivals Across the Entertainment Divide.- 3.1 The internal dynamics of migration film festivals.- 3.1.1. Self-image in Migration Film Festivals: Visions and Missions.- 3.1.2 Curating beyond Entertainment: Constraints and Challenges.- 3.1.2.1. The Symbolic Frontiers of Curation in Centre-Periphery Binaries: Cannes and Beyond.- 3.1.2.2 The After Screening Activities: A Prolegomena to Film Reception.- 3.1.2.3. The Programming Dynamics: Partnerships, Promotion and Outreach in Migration Film Festivals.- 3.1.3 Challenges of Migration Film Festivals: A Critical Reflection.- 3.1.3.1 Innovation in Curation and Programming: A Contribution.- 3.1.3.2 Audiences in Migration Film Festivals: Catalyzers of Changing Perceptions.- 3.1.3.3. The Future Predicaments of Migration Film Festivals.- Conclusions.- Bibliography.- Index.

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Book SynopsisHeutzutage lautet die Fragestellung nicht mehr ob, sondern wie Social Media Marketing zu betreiben ist. Ceyp/Scupin stellen bei der Beantwortung dieser Frage eine strategische, entscheidungsorientierte Sichtweise in den Vordergrund. Dabei garantiert die Konzentration auf übergeordnete strategische und operative Fragestellungen die längerfristige Relevanz der Aussagen.​Trade ReviewPressestimmen:"Ein sehr lehrreiches Buch [...]." STUDIUM - Buchmagazin für Studierende, 92-2013Table of ContentsStellenwert von Social Media im Rahmen der Unternehmenskommunikation.- Status quo der Social Media.- Wege der Unternehmeskommunikation im Social Media Marketing.- Konzeption und Strategieentscheidungen im Social Media Marketing.- Zusammenfassung und Ausblick.- Social Media und Commerce aus der Nutzerperspektive.- Crossmediale Vermarktung von User Generated Content am Beispiel von "Mein Lieblingsrezept".- Crowdsourcing - Erfolgspotenziale in der Modebranche.- Nutzung von Informationen aus Social Media zur Optimierung des Predictive Behavioral Targeting.- Social Media Monitoring.- Social Media Marketing für Hochschulen.- Chronologie zum Social Media Case "Jack Wolfskin".- Glossar.​

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Book SynopsisDieses Buch gibt einen kompakten Einblick in die Basics der klassischen und digitalen Mediaplanung. Heutzutage werden Werbebudgets mehr denn je immer wieder neu justiert, und die Mediaplanung wird komplexer. Die Herausforderungen an eine adäquate Zielgruppenansprache sind enorm, denn das Zusammenspiel der einzelnen Kanäle oder auch die gezielte Auswahl individueller Botschaften fordern ein detailliertes Verständnis darüber, wann welche Instrumente die Zielgruppen erreichen und zum gewünschten Ergebnis führen können. Von der Medienauswahl über die Zielgruppenanalyse bis hin zum Controlling werden in diesem Essential sowohl für klassische und lang etablierte Kanäle als auch für neue, digitale Kanäle die ersten Schritte der Mediaplanung erläutert.Ein Buch für Mediaplanungseinsteiger, Studierende und Schaffende der Medienwelt, die sich die Grundlagen aneignen wollen.Table of ContentsGrundlagen der Mediaplanung: Abgrenzung zu Kreation und Mediengattungen.- Klassische Mediaplanung: Budget-, Ziel- und Zielgruppenbestimmung, Werbewirkung und Medienauswahl, Media-Controlling.- Digitale Medienplanung: User-Definition, Medienauswahl, Exkurse SEO und Influencer-Marketing, Media-Controlling.

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