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Media, Organizations and Identity by Lilie Chouliaraki, M. Morsing

By Lilie Chouliaraki, M. Morsing

The mass media, press and tv have regularly been critical within the formation of company identification and the advertising of commercial snapshot and popularity. This quantity presents a brand new viewpoint into the interrelationships among media and organisations throughout 3 dimensions: Media as company, Media in company and enterprise within the media.

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The TV industry had worked with analogue versions of interactivity by means of the telephone during the pre-digital era of the 1950s until the 1990s. A few widely promoted cases involved entertainment: the three broadcast networks hyped viewers’ interest by encouraging them to phone and vote for plot endings. More common, however, was the use of the phone for direct marketing. 2 Attempts to get viewers involved in programming on a more continual basis than through phone or web votes necessitated actual tinkering with TV equipment.

In the early 1970s, engineers started sending data through the vertical blanking interval (VBI) of the analogue signal. The VBI is the black stripe at the top and bottom of the TV picture. Broadcasters can use part of it to send data that viewers can receive using a special decoder. In the USA, the most common application was for text captions often used by deaf viewers. But, two VBI technologies that together made inroads into more than a million cable and DBS homes in the late 1990s were Wink and WebTV.

Lull, J. and Hinerman, S. (1997) Media Scandals: Morality and Desire in the Popular Culture Marketplace (New York: Columbia University Press = 1998 [Cambridge: Polity = 1997]). Lundby, K. (2008) ‘Editorial: Mediatized Stories: Mediation Perspectives on Digital Storytelling’, New Media & Society, 10(3): 363–71. McChesney, R. (2000) Rich Media, Poor Democracy: Communication Politics in Dubious Times (New York: New Press). Morsing, M. (1999) ‘The Media Boomerang: The Media’s Role in Changing Identity by Changing Image’, Corporate Reputation Review, 2(2): 116–35.

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