Researching the Complex, Hybrid, and Liminal Nature of Contemporary Promotional Cultures

Open Access Journal | ISSN: 2183-2439

Editorial | Open Access

Researching the Complex, Hybrid, and Liminal Nature of Contemporary Promotional Cultures


  • Ian Somerville School of Media, Communication and Sociology, University of Leicester, UK
  • Lee Edwards Department of Media and Communications, London School of Economics and Political Science, UK


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Abstract:  This thematic issue invited submissions that address the challenges of researching the complex, hybrid, and liminal nature of promotional cultures and the published articles include studies which reflect on the structures, technologies, agents, representations, effects, and ethics of promotion. They are united by a central question: What strategies do we use to explore and attempt to understand the assemblages of technologies, texts, networks, and actors in contemporary promotion? We hope the collection of perspectives gathered here help to address the challenges of researching the digital, excavating promotional ideologies, confronting professions, engaging audiences through academic work, and confronting the risks and realities of research that can equally promote change or speak into a vacuum.

Keywords:  complexity; hybridity; liminality; promotional cultures; promotional ethics

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DOI: https://doi.org/10.17645/mac.v9i3.4539


© Ian Somerville, Lee Edwards. This is an open access article distributed under the terms of the Creative Commons Attribution 4.0 license (http://creativecommons.org/licenses/by/4.0), which permits any use, distribution, and reproduction of the work without further permission provided the original author(s) and source are credited.