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Global Perspectives on Social Media
Influencers and Strategic Business Comm

Global Perspectives on Social Media Influencers and Strategic Business Communication

Routledge Research in Journalism

The Rise from Tabloid Stars to Digital Activists

Spotlight on Journalism and Popular Heroism

New York Times, USA Today, and Publishers Weekly Bestseller“Madia’s adventurous tales transcend their rugged terrain, telling, at the crux of it all, very human stories”—The SourceNew York Times bestselling author of Nowhere for Very Long and Never Leave the Dogs Behind Brianna Madia considers putting down roots—but on her own terms—in this intimate and inspiring memoir addressing life's big questions, such as where and how to live, how to commit to a relationship and whether to become a mother.Brianna Madia is renowned for her honest and enthralling accounts of life in the wilderness, finding her own way by rejecting society’s expectations, so what happens when she falls in love and has to reset the boundaries of her fierce independence?Homesick Nomad finds Bri splitting her time between her beloved wild desert in Utah and her boyfriend’s cozy suburban home in the Pacific Northwest, reckoning with: <ul><li>a new urge to soften into the embrace of the comforts of home</li><li>defining her purpose and direction in life, including the big decision facing women, the question of motherhood, and</li><li>the fear that committing to others means sacrificing independence.</li></ul>She’s not only defying convention to prove something to herself or to others—a simpler way of life out in the desert actually brings her peace, as she realizes when resisting “upgrades” to her trailer like running water. Balancing the liberation of the wilderness with the natural compromises of love, Bri navigates these familiar tensions by embracing her life in its wholeness, richer for both the stability of home and the profundity of wide open spaces.

Settling into an Untethered Life

Homesick Nomad

Diese Dissertation nimmt - ausgehend von den Beschlüssen der Kultusministerkonferenz zur Bildung in der digitalen Welt - die Frage in den Blick, was digitale Souveränität im Kontext jugendlicher Lebenswelten bedeutet. Grundlage ist ein qualitativ-empirisches Forschungsdesign, in dessen Rahmen Gruppendiskussionen an Gesamtschulen in Hessen sowie an einem Gymnasium durchgeführt wurden. Die Auswertung erfolgte mit Hilfe der Dokumentarischen Methode. 
 

 Im Zentrum steht die Analyse der Herstellungsprozesse des Selbst von Jugendlichen in einer postdigitalen Welt: Welche Alltagserfahrungen prägen Jugendliche? Wie beschreiben sie sich selbst? Und welche Bedeutung kommt diesen Erfahrungen für die Herausbildung selbstbestimmten und digital-souveränen Handelns zu? Die Ergebnisse der Untersuchung eröffnen neue Perspektiven für die Religionspädagogik. In dem Maße, wie Digitalisierung zum Querschnittsthema religiöser Bildungsprozesse wird, stellt sich die Frage nach der 
religionspädagogischen Verantwortung neu. Die Studie plädiert für eine techniksensibel-informierte Religionspädagogik in postdigitalen Zeiten.

 [Self-Concepts of digital natives in a digitalized world. An empirical view in postdigital age] 

 Based on the resolutions of the Conference of Ministers of Education 'Bildung in der digitalen Welt', this dissertation examines the question of what digital sovereignty means in the context of young people's lives. It is based on a qualitative empirical research design, which involved group discussions at comprehensive schools in Hessen. The evaluation was carried out using the documentary method. 
 

 The focus is on analyzing the processes of self-construction among young people in a post-digital world: What everyday experiences shape young people? How do they describe themselves? What significance do these experiences have for the development of self-determined and digitally sovereign behavior? The results of this research open up new avenues for religious education. In post-digital times, there is a need for technology-sensitive and informed religious education.

Eine qualitativ-empirische Studie an Gesamtschulen und einem Gymnasium in Hessen in religionspädagogischer Perspektive

Herstellungsprozesse des Selbst von Jugendlichen in der Postdigitalität

Do you want to know how to come up with bold, innovative ideas? Are you keen to learn how culture can be leveraged to create change? Are you eager to learn from industry insiders? This innovative new textbook assembles leading names from the world of advertising to share their insights and experience from all aspects of the industry, helping you understand the various professional roles available and how they relate to your study. Professionals working at a range of recognisable brands (such as the BBC and Molson Coors) and leading advertising agencies - including ManningGottlieb and VCCP - come together to provide the inside story on everything from idea generation to planning global ad campaigns. At the end of each chapter, editors Mike Ryder and Mary Hargreaves, leading scholars from Lancaster University Management School, provide academic responses to the issues raised. Intuitively structured to take you on a journey from the beginnings of advertising as a medium to topical considerations such as influencer marketing, Advertising: A Practitioner Perspective covers both the creative and analytical aspects of the discipline. By discovering the concerns and outlooks of some of the industry's leading lights, you will gain a deeper understanding of both sides of the agency-client relationship, as well as the critical and theoretical perspectives of the theorists who helped shape them. Perfect for undergraduate and postgraduate students aiming to work in advertising, this unique book offers a grounded, accessible and experience-led look at the industry. Advertising: A Practitioner Perspective helps you connect theoretical knowledge with practical insight, enabling you to embark on a well-researched career path fully prepared to hit the ground running in the dynamic world of advertising.

A Practitioner Perspective

Advertising

'Utterly engrossing and timely' INDIA KNIGHT 'A true act of bravery and sisterhood' ELIZABETH DAY 'Fascinating...truly valuable' JULIA SAMUEL 'I gobbled this book up. It's a gem' HELEN BONHAM CARTER A fascinating blend of social history and first-person stories looking at women and their secrets - and what they tell us about our changing times Do you want to know a secret? The average person is keeping thirteen secrets at any one time, five of which they've never shared with a soul. A secret can thrill one person and destroy another; and the deepest ones echo far down the generations. The Book of Revelations is a book about the secrets women keep: the ones they are forced into, the ones they hold through shame, and the ones they share. Told through a kaleidoscopic blend of first-person stories and memoir, from the 'silent generation' of women in the 1950s to the influencers of the 2020s, we witness long-buried family secrets aired at last and the repercussions which occur when women who have been forced to keep quiet find their voice. Finally, we are compelled to wonder whether women are once again in danger of being silenced by censure, caution and fear. 'A fascinating hybrid of memoir and social history... transforms the highly personal into something universal' London Standard 'A time-travelling investigation... it has a depth charge and a sense of the now that is so timely and important' Jeanette Winterson

A History of the Secrets Women Keep and Tell from the 1950s to the Present Day

The Book of Revelations

Routledge Media and Cultural Studies Handbooks

This cutting-edge text brings together a diverse range of scholars and practitioners to examine how digital has become the default space for advertising- in practice, communication, and commercial process.Providing a wide-ranging and multi-disciplinary account of a complex contemporary moment for promotional communications, Digital Advertising Evolution charts recent and profound shifts in the advertising industry's working models and assumptions about media, audience, data, research, consumer practices, and modes of persuasive promotional communication. Innovations and new advertising formats, including programmatic ads, AI, advergames, memes, branded content, and influencers, have transformed and reframed advertising theories and practices for a new generation. Contributions examine major technological and cultural shifts in the advertising field, considering how platforms have provoked a paradigm shift in the character and conceptual framework defining advertising. This thorough analysis of the field critically explores key concepts, genres, campaigns, history, academic theories, and major actors, as well as governance, regulation, and ethics to provide a complete picture of the current state of the industry. Written for a global readership, Digital Advertising Evolution is ideal for advanced students and researchers of digital advertising and promotional cultures. It will also be of interest to professionals seeking to reflect on the changing industry.

Digital Advertising Evolution

Moonwalkin' Through the Gamer-Verse: The Cold-Approach Blueprint for Streaming Success by Matthew Alexander is a bold, unfiltered, and motivational guide to surviving and thriving in the modern streaming world. Blending memoir, internet culture, entrepreneurship, humor, psychology, and self-improvement, the book explores what it truly takes to grow as a content creator in an era where visibility has become a form of currency.
At the center of the book is the author's personal journey from obscurity to rapid online growth. After years of inconsistent streaming and minimal engagement, the author transformed a nearly inactive Twitch account with only twenty followers into a platform that attracted thousands of followers in just a few months. Rather than presenting the rise as luck or algorithmic magic, the book argues that streaming success comes from aggressive self-marketing, strategic networking, confidence, adaptability, and relentless visibility.
The story begins with emotionally charged interactions between the author and fellow streamers whose support slowly turns into jealousy, tension, and passive-aggressive conflict as the author's popularity increases. Through these experiences, the book examines how success changes relationships in online communities. Admiration and encouragement often become competition, envy, gossip, exclusion, and cyberbullying once attention and growth enter the picture. These moments serve as both entertainment and cautionary lessons about the psychology of social media spaces.
A major theme throughout the book is "The Cold-Approach Method," a networking philosophy inspired by dating culture and direct social interaction. The author compares growing a streaming platform to approaching people confidently in real life. Instead of waiting for followers or viewers to appear naturally, creators are encouraged to actively engage with others, join conversations, enter live streams, support fellow creators, participate in Discord servers, and strategically place themselves in front of new audiences every day. According to the book, visibility is earned through action, not passivity.
The book breaks this philosophy into three stages: Basic-Level, Intermediate-Level, and Expert-Level Cold Approaching. The Basic-Level focuses on one-on-one engagement and relationship building with smaller streamers and online communities. Intermediate-Level expands into mass networking through Discord servers, TikTok live rooms, Facebook groups, gaming communities, and multi-platform interaction. Expert-Level introduces scaling methods such as promotions, freelancers, branding services, and paid marketing to accelerate growth and monetization.
Alongside practical advice, the book explores deeper themes of self-leadership and mindset. The author discusses leadership styles, confidence, discipline, rejection, burnout, motivation, emotional resilience, and the importance of developing an authentic identity instead of becoming a copy of another creator. Streaming is presented not merely as gaming, but as entrepreneurship in an attention-driven economy where creators function as entertainers, marketers, communicators, and community builders simultaneously.
The tone of the book is intentionally raw, comedic, provocative, and energetic. Filled with pop culture references, exaggerated metaphors, internet humor, profanity, and larger-than-life storytelling, the writing captures the chaotic energy of online creator culture while still delivering practical insight. Beneath the humor and bravado lies a consistent message about self-belief, persistence, adaptability, and refusing to remain invisible.Ultimately, Moonwalkin' Through the Gamer-Verse serves as both a streaming growth blueprint and a motivational manifesto for aspiring creators.

Moonwalkin' Through The Gamer-Verse - The Cold-Approach Blueprint for Streaming Success

NATIONAL BESTSELLER A New York Times Book Review MOST ANTICIPATED Book "Between the Taylor Swift effect, BTS fever, and the rise (and rise) of Heated Rivalry, fandoms are having a moment-making it the PERFECT TIME to dig into Zhang's alternately HEARTRENDING AND THRILLING new novel." -Vogue "Equally DARK AND DAZZLING, like a spotlight flickering on a dim stage. This is a book I'll be recommending to all my coolest friends." -LitHub From National Book Foundation 5 UNDER 35 HONOREE Jenny Tinghui Zhang, a novel about a pop idol and his superfan, whose stories shockingly collide Freshman Minnie is adrift at college in Austin, Texas, when she discovers a boy band called HOURglass and the online forums that worship them. She especially loves Halo, whose sharp edges feel somehow familiar. After a brief romance goes painfully awry, Minnie pours everything into her new fandom, clinging to each livestream and bonding with other fans online. But when a scandal threatens to expose Halo to harm, Minnie decides that she is the only one who can save him. Except Halo's secret is darker than anything the tabloids could imagine. Before he was a superstar heartthrob, he was Eason: a high school dropout haunted by a tragic accident. When he is recruited for HOURglass, it feels like a chance to become someone else. And when he is onstage in front of his fans, he can almost forget the horrors of his past--until one of those very fans threatens to destroy everything. Dazzling, entrancing, and deeply heartfelt, Superfan is about fandom in all its magic and its terror, and the extreme lengths to which we go to rid ourselves of loneliness.

A Novel

Superfan

How Common Sense Triumphed in an Age of Total Madness

Woke Is Dead

The Sunday Times Bestseller 'Provides a way of understanding what happened to us that preserves the humanity of all parties and points the way forward toward renewal' Jonathan Haidt 'Makes moral and cultural sense of a profoundly perplexing time... This is an essential book' Yuval Levin Painting a clear and detailed picture of the ideas and events that have paved the way for the dramatic paradigm shift in social justice that has taken place over the past few years, Thomas Chatterton Williams provides an incisive, culturally observant analysis of the evolving mores, manners and taboos of social justice orthodoxy. Exploring what has shaped the ways we think about diversity and freedom of expression, Williams unravels the ideology of critical race theory. Examining the rise of an oppressive social media, the fall from Obama to Trump and the twinned crises of COVID-19 and the murder of George Floyd, he documents the extent to which these events have altered the ambient language and culture we use to make sense of our daily lives. Showing how liberalism - the very foundation of an open and vibrant society - is experiencing an existential crisis, under assault from the right and the left, this is an essential and compelling examination of our place in a radically changing world.

The Age of Certainty and the Demise of Discourse

Summer of Our Discontent

Zum Werk Anwaltschaft, Rechtsabteilungen in Unternehmen sowie Gerichte sind zunehmend mit der rechtlichen Beurteilung von Sachverhalten im Zusammenhang mit sozialen Netzwerken befasst. Dabei geht es nicht nur um Influencer-Marketing, sondern um eine Vielzahl weiterer Rechtsfragen rund um den Betrieb von sozialen Netzwerken und die Handlungen der Nutzerinnen und Nutzer, wie etwa das Erstellen, Liken und Kommentieren von Posts. Bei dem Social-Media-Recht handelt es sich um eine Querschnittmaterie, die neben Fragen des Urheber-, Persönlichkeits-, Telemedien-, Datenschutz- und Lauterkeitsrechts auch das Sozial-, Steuer- und Arbeitsrecht betrifft. Dargestellt wird in diesem Zusammenhang auch die Haftung von Nutzerinnen und Nutzern sowie der Plattformen. Praktische Relevanz hat zudem die Regulierung der Plattformen, etwa durch den Digital Services Act (DSA), den Digital Markets Act (DMA), die Verordnung zur Förderung von Fairness und Transparenz für gewerbliche Nutzer von Online-Vermittlungsdiensten (P2B-VO) und den Medienstaatsvertrag (MStV). Das Rechtshandbuch stellt die rechtlichen Themen für die Praxis systematisch und umfassend dar und bietet auch Lösungsansätze für bisher noch nicht höchstrichterlich entschiedene Fragestellungen. Vorteile auf einen Blick<ul><li>Querschnittsmaterie systematisch dargestellt</li><li>praxisorientierte Erläuterungen</li><li>Lösungsansätze für bisher nicht gerichtlich entschiedene Fragen</li></ul> Zur Neuauflage Die Neuauflage befindet sich auf dem aktuellen Stand von Gesetzgebung und Rechtsprechung. Neue Entwicklungen, wie insbesondere der Einsatz von Künstlicher Intelligenz sind ebenfalls berücksichtigt. Zudem wurde das Werk um Kapitel zur Künstlersozialversicherung sowie zum Steuer- und Arbeitsrecht erweitert. Zielgruppe Für Anwaltschaft, Rechtsabteilungen in Unternehmen und Gerichte.

Handbuch Social-Media-Recht

30 Minuten

Die Generation Alpha verstehen und gezielt erreichen
 Die Generation Alpha, geboren ab dem Jahr 2010, wird ab 2025/2026 sichtbar in den Arbeitsmarkt eintreten. Sie tritt das Erbe der Generation Z an als erstmals nahtlos digital sozialisierte KI Natives, aufgewachsen mit TikTok im Daumen, Roblox im Alltag und Kidfluencern als Vorbildern. Geprägt von globaler Vernetzung, Unsicherheiten und disruptiven Technologien, denkt, fühlt, konsumiert und lernt diese Generation anders als zuvor.Für Unternehmen, Marken, Schulen und den Arbeitsmarkt heißt das: Die Spielregeln ändern sich radikal - neue Werte, neue Erwartungen, ein neues Mindset, das Zukunft nicht nur anders denkt, sondern neu erfindet.Dieses 30-Minuten-Buch ordnet zentrale Werte, Medienpraktiken und Erwartungshaltungen der Generation Alpha ein und übersetzt Forschung in konkrete Schritte von Markenbotschaften bis zur Gewinnung von Mitarbeitenden.Es liefert fundierte Grundlagen und zeigt anhand aktueller Studien und inspirierenden Best Practices, wie Unternehmen die Generation Alpha schon jetzt als kraftvolle Konsumkraft und Zukunftsakteure verstehen und ansprechen.

30 Minuten Generation Alpha

Global Perspectives on Social Media Influencers and Strategic Business Communication

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