Celebrity 2.0


Book Description

Social media influencers rule the world! Gone are the days of worshipping movie stars and athletes only for their talent. Everyday people are fast becoming the new celebrities and thus influencers for Millennials and Generation Z. In the past few years, social media influencers dominate pop culture and brands are eager to work with them to build their brands. From music to gaming; from fashion to sports; from wellness to lifestyle branding there are more than 50 million people calling themselves “creators” and many are influencers amassing a highly engaged community. For brands, what are the most effective ways to identify and cultivate influencers and support content creation? This book is for anyone who wants to understand the landscape of influencer marketing with an eye for collaborations between influencers and companies. Perfect for brand managers and agency professionals, up and coming influencers, and students wanting to enter this exciting field of marketing, this book combines practical advice and examples with an overview of the academic insights to date. Topics include creators and the creator economy, typology of influencers, how to work with them, considerations for campaign design and implementation. Celebrity 2.0: The Role of Social Media Influencer Marketing to Build Brands is a great primer to the influencer marketing ecosystem and the influencer marketing relationship framework to learn how content marketing, native advertising and content marketing all come together.




Celeb 2.0


Book Description

This volume looks at how the new capabilities of Web 2.0 are changing the worlds of celebrity fandom and gossip. With Ashton Kutcher's record-breaking "tweeting" more famous than his films, and Perez Hilton actually getting more attention than Paris, the actress often covered in his blog, the worlds of celebrity celebration and online social networking are pushing the public's crush on the famous and infamous into overdrive. Celeb 2.0: How Social Media Foster Our Fascination with Popular Culture explores this phenomenon. Celeb 2.0 looks at how blogs, video sharing sites, user-news sites, social networks, and message boards are fueling America's already voracious consumption of pop culture. Full of fascinating insights and interviews, the book looks at how celebrities use blogs, Twitter, and other tools, how YouTube and other sites create celebrity, how Web 2.0 shortens the distance between fans and stars, and how the new social media influences news reporting and series television.




Celebrity Sells


Book Description

Celebrities have always captured the imagination of the public. In today's age of consumerism, their ability to influence our behaviour can be seen worldwide. Harnessing this power can reap huge rewards for business — the Jamie Oliver campaign helped turn around Sainsbury?s fortunes, with the return on investment estimated at £27.95 for every advertising pound spent; sales of Walker?s Crisps increased by 105% thanks to Gary Lineker; One to One re-launched its brand with stars including Kate Moss and Elvis Presley. Celebrity Sells demonstrates the awesome power of famous names, when skilfully used, to sell brands and offers practical advice on how to develop and advertise a brand using celebrities, including: How to choose the right celebrity for your brand How to build your brand using a celebrity How to manage relationships with celebrities How to protect celebrity and brand reputation




Static Analysis


Book Description

This book constitutes the refereed proceedings of the 18th International Symposium on Static Analysis, SAS 2011, held in Venice, Italy, in September 2011. The 22 revised full papers were selected from 67 submissions. Also included in this volume are the abstracts of the invited talks that were given at the symposium by renowned experts in the field. The papers address all aspects of static analysis, including abstract domains, abstract interpretation, abstract testing, data flow analysis, bug detection, program transformation, program verification, security analysis and type checking.







Fans, Blockbusterisation, and the Transformation of Cinematic Desire


Book Description

This book explores the evolution of audience receptions of Peter Jackson’s Hobbit trilogy (2012-14) as an exemplar of the contemporary blockbuster event film franchise. Drawing on findings from a unique cross-cultural and longitudinal study, the authors argue that processes and imperatives associated with Hollywood ‘blockbusterisation’ shaped the trilogy’s conditions of production, format, content, and visual aesthetic in ways that left many viewers progressively disenchanted. The chapters address public and private prefigurations of the Hobbit trilogy, modes of reception, new cinematic technologies and the Hobbit hyperreality paradox, gender representations, adaptation and the transformation of cinematic desire, and the role of social and cultural location in shaping audience engagement and response. This book will appeal to audience researchers, Q methodologists, scholars and students in film and media studies, Tolkien scholars, and Hobbit fans and critics alike.




Celebrity Mad


Book Description

This short book by Professor Brett Kahr provides a psychoanalytic understanding of fame and celebrity in the early twenty-first century, building upon the bedrock foundations of the Freudian corpus. The book is divided into six chapters. Chapter One explores the psychology of the celebrity, questioning narcissistic and exhibitionist psychopathology, while Chapter Two examines the psychological state of those of who revel in the fame of others and in celebrity culture more broadly, and offers a discussion of the "Celebrity Worship Syndrome". Chapter Three provides a very brief history of the concept of celebrity itself, arguing that, contrary to popular opinion, the culture of celebrification cannot be blamed on twenty-first-century media moguls, but, rather, that such a preoccupation with famous personalities can be traced back to ancient times and demonstrates the need to broaden our analysis to include the role of deep, unconscious psychological forces. In Chapter Four, Kahr reviews some important theoretical concepts advanced by Freud and Winnicott, which provide an important foundation for the psychoanalytic study of fame, while Chapter Five provides a more comprehensive theory of the unconscious psychological roots of the need to worship fame and to seek it, drawing upon a multitude of sources, ranging from psychoanalytic theory and developmental psychological research, to film, archaeology, and, perhaps surprisingly, the history of infanticide. The book concludes, in Chapter Six, by studying the psychodynamics of celebrity and fame, arguing that being recognised by one’s family and friends in the intimate context of home life may well be the very best way to become a celebrity. Celebrity Mad outlines a psychoanalytic theory of the roots of our obsession with fame. It will be of great interest to psychoanalytic practitioners and researchers, as well as to readers interested in the psychology of fame.




Marathon in Hong Kong


Book Description

The essays in this collection cover topics relating to the history of marathon running in Hong Kong and Asia, what role gender difference plays in marathon sport performance, and the experience of organizing the race in Hong Kong. Concluding sections offer useful advice to runners on the proper way to prevent and treat injuries and the best ways to prepare for long-distance running. Contributors are chosen from a range of universities and are leading scholars, practictioners, and experts on sport.




Cracking Facebook


Book Description

This book presents a Facebook study on members of the Cusp Generation, or those born before the “great digital divide” of 1995. This delineation allows for a discussion on the possible socio-cultural implications of Facebook use for people of all ages. Members of the Cusp Generation are in a unique position as “part digital natives” to easily acquire and use new media technologies, while being more critically aware of the personal, social, and cultural effects that may arise from them thanks to having some memory of the pre-digital era. Drawing on identity theories rooted in critical theory and cultural studies, the author shows that there are potential constrictions on people’s agency in their Facebook use caused by consumer discourse, Facebook’s hyperreal nature and structure, psychological predispositions, and the potential for avatar attachment. In raising concerns over the impacts of technology-based communication, this book explores how the medium of Facebook extends and exacerbates processes of offline social reproduction and discusses how the positive social and political aspects of Facebook can be enhanced. The findings contribute to academic discussions in the fields of cultural studies and Education and can be applied to the development of critical media literacy for curriculum and pedagogy.




Algorithms and Models for the Web-Graph


Book Description

This book constitutes the refereed proceedings of the 7th International Workshop on Algorithms and Models for the Web-Graph, WAW 2010, held in Stanford, CA, USA, in December 2010, which was co-located with the 6th International Workshop on Internet and Network Economics (WINE 2010). The 13 revised full papers and the invited paper presented were carefully reviewed and selected from 19 submissions.