Online advertising

Spurgeon, Christina L. (2016) Online advertising. In Internet Histories: Pioneering Internet Technologies: International Perspectives. Routledge (Taylor & Francis), New York. (In Press)

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Abstract

This chapter seeks to serve as a provocation to media, communication and cultural studies to pay greater attention to the influence of advertising in accounting for internet history. It applies an institutional perspective to the development of advertising-funded online media and business models. It argues that a raft of new advertising sub-disciplines and textual practices are evidence of a general expansion of advertising. Shifts in the balance of social power afforded by the internet, between media, advertising intermediaries and two distinct groups of internet end users – advertisers and consumers – are considered. This analysis shows how, in North American and European contexts in particular, the enduring challenge of advertising avoidance and other expressions of consumer ‘misbehaviour’ shape the co-evolution of commercial media and advertising industries. The chapter also traces crucial changes in the social contract between commercial media and their users that were also set in motion with the commercialisation of the internet. Online commercial media users now concede personal information as well as attention in exchange for communication affordances and access to ‘free’, often user-generated, content.

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ID Code: 96046
Item Type: Book Chapter
Keywords: online advertising, internet history, commercial media, advertising, consumer misbehaviour
Subjects: Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > COMMUNICATION AND MEDIA STUDIES (200100) > Communication Technology and Digital Media Studies (200102)
Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > COMMUNICATION AND MEDIA STUDIES (200100) > Media Studies (200104)
Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > COMMUNICATION AND MEDIA STUDIES (200100) > Communication and Media Studies not elsewhere classified (200199)
Divisions: Current > Research Centres > Digital Media Research Centre
Current > QUT Faculties and Divisions > Creative Industries Faculty
Past > Schools > School of Media, Entertainment & Creative Arts
Copyright Owner: Copyright 2016 Taylor & Francis
Deposited On: 13 Jun 2016 22:36
Last Modified: 17 Jun 2016 19:59

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