Industries, artists, friends and fans: Marketing young adult fictions online

Leonie Margaret Rutherford

Abstract


The Internet has facilitated the coming together of formerly more separated youth taste cultures, such that literary, screen and graphic fandoms now more readily overlap. Media industries have invested in online strategies which create an ongoing relationship between producers and consumers of entertainment media texts. Using the Internet marketing campaign for Stephenie Meyer’s Twilight saga as a case study, the paper examines the role of the publishing industry in marketing popular teen literary fiction through online channels in ways that often disguise promotional intent.

Keywords


young adult, print media, screen media, social media, cultural studies, youth, fan studies, marketing, media industries

Full Text:

HTML


DOI: http://dx.doi.org/10.5210/fm.v14i4.2443



A Great Cities Initiative of the University of Illinois at Chicago University Library.

© First Monday, 1995-2017. ISSN 1396-0466.