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Global Perspectives on Social Media
Influencers and Strategic Business Comm

Global Perspectives on Social Media Influencers and Strategic Business Communication

50 Ideas You Really Need to Know series

Master the ideas that have shaped feminism throughout history. In a series of 50 accessible essays, author and journalist Maya Oppenheim explores the history, ideas and battle grounds that have defined and divided feminist movements. With writing that spans the worlds of pop culture, literature, theory, politics, economics, art, science, activism and technology, the book charts the trajectory of an eclectic movement, which has long strived to make the world a fairer and less brutal place. From the right to vote to reproductive rights, from protofeminist movements to psychoanalytical feminism,&nbsp;50 Feminism Ideas You Really Need to Know&nbsp;is a comprehensive, readable introduction to the most important feminist ideas throughout history. Using her experience as the first and only Women's Correspondent at a UK news outlet, Maya also delves into a range of contemporary issues, which feminist movements wrestle with today as the far right swells in power and the backlash to women's rights intensifies.

50 Feminism Ideas You Really Need to Know

Aktionsrat Bildung

Social Media haben die Art und Weise, in der Menschen kommunizieren, interagieren und sich informieren, grundlegend verändert. Für viele Kinder und Jugendliche sind sie bereits ein selbstverständlicher Teil ihres Alltags; umso wichtiger ist es, dass sie altersgerecht auf die zahlreichen Chancen und Risiken vorbereitet werden und ein zielgerichtetes sinnvolles Nutzungsverhalten in Social Media entwickeln können. Der Aktionsrat Bildung vertritt die Position, dass es hierfür einer sozialen und moralischen Integrität bedarf, die verstärkt in Bildungskontexten zu vermitteln und einzuüben ist. Integrität geht weit über die Kompetenz der souveränen Nutzung digitaler Möglichkeiten hinaus und umschließt die damit einhergehende individuelle wie auch gesellschaftliche Verantwortung. Das Gutachten stellt Lösungsansätze vor, wie mediale Integrität für alle Akteure im Bildungssystem gelingen kann und geht auf rechtliche und technische Voraussetzungen dafür ein, dass in einem geschützten Rahmen medienpädagogisch wirksames Handeln möglich wird. Die deutschlandweiten Handlungsempfehlungen sind an die Politik, die Bildungseinrichtungen und ihr pädagogisches Personal sowie an Eltern und die Nutzenden selbst adressiert.

Social Media – Bildung – Integrität

'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 CARTERA fascinating blend of social history and first-person stories looking at women and their secrets - and what they tell us about our changing timesDo 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

Connect creator-driven influence with commerce media for full-funnel customer activation In Creator Marketing &amp; Commerce Media: How Creators Can Build Brands and Drive Sales, Frank Dudley, a faculty member at Northwestern University and the University of Pennsylvania and the first Director of the IAB, connects two disciplines that have traditionally operated in silos. With the creator economy projected to approach $500 billion and US commerce media and spend expected to reach $118 billion by 2030, this book shows how content, influence and commerce converge to guide customers from awareness to advocacy.&nbsp; The book introduces four original frameworks. The Customer Choice Journey maps the eight decision stages customers actually move through, and the Six Loops show how leading brands run that journey as a continuous system. The Brand-Creator-Retailer Triangle aligns the three partners who shape every purchase, and The Edge identifies the six creator behaviors that decide whether a campaign delivers. Real-world examples include MrBeast's expansion from YouTube into Feastables, Fenty Beauty and CeraVe building trust through creator partnerships, and Walmart Connect's integration of first-party data with off-site campaigns to drive measurable results.&nbsp; Readers will also discover: <ul> <li>Ready-to-use tools, including creator brief and commerce media activation brief templates, the Hook to Proof to CTA mesasging framework, and an ambassador performance scorecard.&nbsp; </li> <li>How retail media networks, TikTok Shop, connected TV, and digital out-of-home advertising amplify creator influence where purchase decisions happen</li> <li>How AI is reshaping creator discovery, content, targeting, and budget planning&nbsp;</li> <li>Methods to measure and defend creator marketing ROI with multi-touch attribution and marketing mix modeling&nbsp;</li> <li>Compliance guidance for the US, EU, China, India, Singapore, and Brazil&nbsp;</li> <li>Case studies from four continents, including Vessi, Perfect Dairy, Duolingo, Gymshark, and Salesforce, spanning both B2C and B2B.&nbsp;</li> </ul> Written for marketers, brand strategists, agency professionals, and advanced undergraduate, graduate, and executive students in marketing and media programs, this book delivers the frameworks and tools that connect creator marketing and commerce media to real business results.&nbsp;

How Creators Can Build Brands and Drive Sales

Creator Marketing & Commerce Media

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

Small Business & Entrepreneurship

The Ultimate Guide to Developing Brands That Transform Markets and Inspire Communities

Building Iconic Brands

edition suhrkamp

Ein »Zuschauer*innen« in den Nachrichten, und das Internet kocht. Ein Verlag zieht zwei Winnetou-Bücher zurück, und die Angelegenheit weitet sich fast zu einer Staatsaffäre aus. Eine transgender Influencerin bewirbt eine Biermarke, Konservative starten einen Boykott, der Kurs des größten Brauereikonzerns der Welt bricht ein. Eine Kulturkampf-Episode jagt die nächste, und selbst Konflikte um so materielle Dinge wie Gasheizungen werden zunehmend emotionalisiert und identitätspolitisch aufgeladen. Natürlich sind an solchen Auseinandersetzungen immer zwei Seiten beteiligt. Radikalisierte Konservative bespielen sie jedoch besonders intensiv und auf eine besonders gefährliche Weise. 
 
 
 Natascha Strobl zeichnet die Geschichte der großen Verkulturkampfisierung nach. Sie analysiert, warum diese Strategie für konservative und rechte Parteien so attraktiv ist; außerdem präsentiert sie Ratschläge für den Umgang damit: Wann ist es sinnvoll, nicht über das Stöckchen zu springen? Und wann muss man widersprechen, damit menschenfeindliche Haltungen nicht Normalität werden?

Ein »Zuschauer*innen« in den Nachrichten, und das Internet kocht. Ein Verlag zieht zwei Winnetou-Bücher zurück, und die Angelegenheit weitet sich fast zu einer Staatsaffäre aus. Eine transgender Influencerin bewirbt eine Biermarke, Konservative starten einen Boykott, der Kurs des größten Brauereikonzerns der Welt bricht ein. Eine Kulturkampf-Episode jagt die nächste, und selbst Konflikte um so materielle Dinge wie Gasheizungen werden zunehmend emotionalisiert und identitätspolitisch aufgeladen. Natürlich sind an solchen Auseinandersetzungen immer zwei Seiten beteiligt. Radikalisierte Konservative bespielen sie jedoch besonders intensiv und auf eine besonders gefährliche Weise. Natascha Strobl zeichnet die Geschichte der großen Verkulturkampfisierung nach. Sie analysiert, warum diese Strategie für konservative und rechte Parteien so attraktiv ist; außerdem präsentiert sie Ratschläge für den Umgang damit: Wann ist es sinnvoll, nicht über das Stöckchen zu springen? Und wann muss man widersprechen, damit menschenfeindliche Haltungen nicht Normalität werden?

Ein Handbuch | Warum man nicht über jedes Stöckchen springen sollte

Kulturkampfkunst

Essentials

Öffentliche Empörung entsteht heute schneller und setzt Organisationen, Medien und Institutionen unmittelbar unter Handlungsdruck. Dieses essential zeigt, wie Cancel Culture als Kommunikationsdynamik funktioniert, warum vertraute Reaktionsmuster oft versagen und wie sich selbst unter moralischer Zuspitzung Orientierung, Klarheit und Handlungsfähigkeit bewahren lassen.
Daniel Caroppo beschreibt eine Debattenkultur, in der nicht mehr nur um Inhalte gerungen wird, sondern auch um Haltung, Deutung und die Frage, wer öffentlich bestehen kann. Anhand prägnanter Fallbeispiele zeigt er, wie sich Empörung verdichtet, wie Ausschluss kommunikativ markiert wird und worauf es ankommt, wenn Kommunikation unter Druck nicht nur reagieren, sondern führen soll.
Der Inhalt

<li>Cancel Culture und Kommunikation

</li><li>Mechanik der Empörungswelle

</li><li>Wenn Kommunikation die Krise verschärft

</li><li>Was in der Krise kommunikativ trägt

</li><li>Prävention und Lernkultur

</li><li>Grenzen der Kommunikationsmacht

</li><li>Nach dem Sturm
</li>

Öffentliche Empörung entsteht heute schneller und setzt Organisationen, Medien und Institutionen unmittelbar unter Handlungsdruck. Dieses 
 essential 
 zeigt, wie Cancel Culture als Kommunikationsdynamik funktioniert, warum vertraute Reaktionsmuster oft versagen und wie sich selbst unter moralischer Zuspitzung Orientierung, Klarheit und Handlungsfähigkeit bewahren lassen.
 Daniel Caroppo beschreibt eine Debattenkultur, in der nicht mehr nur um Inhalte gerungen wird, sondern auch um Haltung, Deutung und die Frage, wer öffentlich bestehen kann. Anhand prägnanter Fallbeispiele zeigt er, wie sich Empörung verdichtet, wie Ausschluss kommunikativ markiert wird und worauf es ankommt, wenn Kommunikation unter Druck nicht nur reagieren, sondern führen soll.Der Inhalt<ul><li>Cancel Culture und Kommunikation</li><li>Mechanik der Empörungswelle</li><li>Wenn Kommunikation die Krise verschärft</li><li>Was in der Krise kommunikativ trägt</li><li>Prävention und Lernkultur</li><li>Grenzen der Kommunikationsmacht</li><li>Nach dem Sturm</li></ul>

Warum öffentliche Debatten kippen und was das für Organisationen bedeutet

Die Empörungsfalle – Kommunikation in Zeiten von Cancel Culture

A comprehensive exploration of the critical issues transforming global tourism and hospitality.Contemporary Issues in Tourism and Hospitality by Dr Michael Palkowski and Dr Henrik Linden is written for undergraduate and postgraduate students studying tourism and hospitality management, who need to understand the global forces reshaping both industries. Grounded in contemporary theory, it supports students in linking critical debates with the realities of a rapidly evolving sector and prepares them to engage with the challenges and innovations defining its future.This textbook includes: -Analysis of hospitality theory and the host-guest relationship, from welcome and the commercial home to hospitality as a social lens -Exploration of tourist motivation and behaviour, the experience economy and the commodification of travel -Examination of the politics and ethics of tourism and hospitality development, including globalisation, international relations and dark heritage -Discussion of digital disruption and generative AI, from the rise of the tourist as creator to virtual travel experiences -Investigation of fan cultures, film tourism and creative cities, from 'set jetting' to the cultural economies of urban destinations -Features extensive real-world examples throughout each chapter, including fandom travel inspired by Taylor Swift's Eras Tour, visits to famous filming sites and the performative culture of Thailand's floating markets -Learning outcomes, reflective questions and seminar tasks included throughout

Theory, Trends and Practical Approaches

Contemporary Issues in Tourism and Hospitality

Your brand is on trial-here's how to win your case.

You know your company is amazing. You say your company is amazing. But why should your customers believe you? In a crowded consumer courtroom full of shady advertisers all claiming to be the best, the fastest, the most caring, your brand is literally on trial-and that means you better deliver the proof.

In Prove It, StoryFuel founder Melanie Deziel and master of influence Phil M. Jones show you how to leverage every content marketing tool in the box to blast through doubt and win the case with your customers. Using real-world examples from trusted brands across dozens of industries, they'll walk you step-by-step through the process of identifying and categorizing your business promises-even the ones you don't realize you're making-gathering the right evidence, and backing up each style of claim. You'll learn how to apply strategies like corroboration, demonstration, and education to a marketing context to show-not tell!-the convenience of your offerings, your comparability with the competition, your connection to your community, your competence in your industry, and your commitment to your values. And you'll discover the right format and platform to deliver each type of evidence to make sure your "jury of consumers" connects with your case.

It's time to stand out from all the brands that shout "trust us, we're great!" at a skeptical audience. Your customers are waiting for you to prove it. So pick up this book and find out how.

Exactly How Modern Marketers Earn Trust

Prove It

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

Born from a desire for creative freedom, web series often circumvent screen industry gatekeepers and attract smaller, niche audiences; but fewer views do not necessarily make the format, or its audience engagement, less valuable. This book looks behind the scenes to uncover how and why audiences engaged with nine Australian web series released between 2020 and 2023. Interviews with web series producers reveal their motivations, audience acquisition and maintenance strategies, funding methods, and platform specific approaches. These first-hand accounts are then compared with viewership metrics and the content of audience commentary, resulting in the illumination of social, cultural, and industrial values of audience engagement with these innovative productions. This book identifies key factors that influence audience behaviours such as perceived authenticity, platform choice, and the types, forms, and costs of engaging with web series. These factors are considered with respect to online community building, relationships between creators and audiences, and commercial uses of the format, resulting in the creation of a typology of web series audiences. Readers benefit from understanding the value and characteristics of each type of viewer across a diverse range of examples featuring differing audience demographics, zero to over $1 million budgets, and platforms such as YouTube, Facebook, and TikTok. Vibrant narratives are used to convey each series' backstory, providing an informative and engaging reading experience for screen industry practitioners, marketing and broadcast professionals, and aspiring filmmakers. Academics and students in the fields of media studies, audience engagement, screen production, creative labour and entrepreneurship, social media, and algorithmic culture will also benefit from this research.

Audience Engagement in the Web Series Ecology

Watching Web Series

Global Perspectives on Social Media Influencers and Strategic Business Communication

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