Handbook of Media Branding

Handbook of Media Branding

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Gabriele Siegert Kati F orster Sylvia M. Chan-Olmsted Mart Ots Editors Handbook of Media Branding

Editors Gabriele Siegert University of Zurich IPMZ Institute of Mass Communication and Media Research Zurich, Switzerland Sylvia M. Chan-Olmsted College of Journalism and Communication University of Florida Gainesville, Florida USA Kati F orster University of Vienna Department of Communication Vienna, Austria Mart Ots J onk oping International Business School Transformation Center MMTC-Media Management J onk oping, Sweden ISBN 978-3-319-18235-3 ISBN 978-3-319-18236-0 (ebook) DOI 10.1007/978-3-319-18236-0 Library of Congress Control Number: 2015947838 Springer Cham Heidelberg New York Dordrecht London # Springer International Publishing Switzerland 2015 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Printed on acid-free paper Springer International Publishing AG Switzerland is part of Springer Science+Business Media (www.springer.com)

Preface As a young and growing research area, media branding has gained momentum over the last decade. Research efforts within the field are diverse and driven by manifold interests, theoretical backgrounds, and empirical methodologies. This book is the result of an ongoing process to bring together the field. Starting from a handful of international scholars, over recent years, a vibrant and active research community has been formed around a shared interest in studying the media from a branding perspective. The first workshop on the topic was organized in 2007 by the Media Management and Transformation Centre at J onk oping International Business School (Sweden) and took place on a cruise ship between Stockholm and Helsinki. The proceedings of this workshop were edited by Mart Ots and published in the book Media Brands and Branding (2008). The second workshop on the topic was hosted by Kati F orster in 2011 at the Department of Communication at the University of Vienna in Austria. The third workshop took place in 2014 at the IPMZ Institute of Mass Communication and Media Research at the University of Zurich in Switzerland on the initiative of Gabriele Siegert. As a well-known media branding expert Sylvia Chan-Olmsted was a participant in and keynote speaker at all three workshops. On the basis of these workshops and related discussions, the aim of the handbook is to critically reflect the achievements of this fresh perspective on the media, to provide a comprehensive review of the literature and theoretical approaches relevant to the field of media branding, to introduce examples of existing empirical research, and to detect areas of interest for further research. We hope that the handbook will be useful to all scholars doing research on media branding and those who want to introduce students to the topic. We wish to thank all of the colleagues who participated in the workshops and who enrich the ongoing debate on media branding with new ideas and research findings. We especially thank all the contributors for their incredible and disciplined work. You have made this handbook possible. Zürich, Switzerland Vienna, Austria Gainesville, FL J onk oping, Sweden Spring 2015 Gabriele Siegert Kati F orster Sylvia M. Chan-Olmsted Mart Ots v

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Contents What Is So Special About Media Branding? Peculiarities and Commonalities of a Growing Research Area... 1 Gabriele Siegert, Kati F orster, Sylvia M. Chan-Olmsted, and Mart Ots Part I Media Branding: Locating an Emerging Research Area Media Branding 3.0: From Media Brands to Branded Entertainment and Information... 11 Sylvia M. Chan-Olmsted and Ronen Shay 20 Years of Research on Media Brands and Media Branding... 33 Isabelle Krebs and Gabriele Siegert Part II The Management Perspective: Media Brands as Management Task Brands in International and Multi-Platform Expansion Strategies: Economic and Management Issues... 53 Gillian Doyle Media Branding from an Organizational and Management-Centered Perspective... 65 Sabine Baumann International Media Branding... 81 Ulrike Rohn Media Brands and the Advertising Market: Exploring the Potential of Branding in Media Organizations B2B Relationships... 97 Christoph Sommer Add Some Glam? An Essay on the Aestheticization of Media Brands... 111 Christian Bluemelhuber Research Note: Audience Perspectives on the Perceived Quality of Pure Play Distribution: A Cross-Platform Analysis... 129 Ronen Shay vii

viii Contents Part III The Product Perspective: Media Brands as Branded Content Emerging Industry Issues and Trends Influencing the Branding of Media Content... 145 Walter S. McDowell Branding Media Content: From Storytelling to Distribution... 157 M. Bjørn von Rimscha Native Advertising, or How to Stretch Editorial to Sponsored Content Within a Transmedia Branding Era... 169 Stéphane Matteo and Cinzia Dal Zotto Innovating and Trading TV Formats Through Brand Management Practices... 187 Sukhpreet Singh and John Oliver Research Note: Nostalgia as the Future for Branding Entertainment Media? The Consumption of Personal and Historical Nostalgic Films and Its Effects... 199 Kathrin Natterer (née Greuling) Part IV The Communication Perspective: Media Brands as Marketing Communication and Co-creation Media Brand Cultures: Researching and Theorizing How Consumers Engage in the Social Construction of Media Brands... 217 Mart Ots and Benjamin J. Hartmann Marketing Communication of Media Brands: A Literature Review... 231 Stefan Weinacht Research Note: News Magazines Social Media Communication and Their Effect on User Engagement... 251 Verena Friedl and Kati F orster Part V The Consumer Perspective: Media Brands as an Audience Construct The Groucho Marx Dilemma in Media Branding: Audience as Part and Signal of Media Brands... 269 Helmut Scherer An Audience-Centered Perspective on Media Brands: Theoretical Considerations, Empirical Results and White Spaces... 281 Kati F orster Media Brands in Children s Everyday Lives... 295 Ingrid Paus-Hasebrink and Uwe Hasebrink

Contents ix Media Brand Loyalty Through Online Audience Integration?... 307 Juliane A. Lischka Research Note: Generating Social Buzz for Media Brands: Conceptualizing Social Network Word of Mouth... 321 Lisa-Charlotte Wolter Part VI The Value Perspective: Media Brands Between Societal Expectations, Quality and Profit Media Branding and Media Marketing: Conflicts with Journalistic Norms, Risks of Trial and Error... 337 Stephan Russ-Mohl and Rukhshona Nazhdiminova Market Driven Media Brands: Supporting or Faking High Journalistic Quality?... 355 Gabriele Siegert An Economic Theory of Media Brands... 373 Frank Lobigs Research Note: News Media Branding and Journalistic Quality: Contradiction or Compatibility?... 387 Isabelle Krebs About the Authors... 403 Index... 411