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Cross promotion and the Disney Channel : the creation of a community through promotions

Author: Andrea L Shada
Publisher: 2008.
Dissertation: Thesis (M.A.)--Bethel University, 2008.
Edition/Format:   Thesis/dissertation : Thesis/dissertation : Manuscript   Archival Material : English
Database:WorldCat
Summary:
"With an increase in today's amount of television options, networks are striving to keep the viewers tuned in. Cross-promotion and brand development through commodity flow have proven critical in the establishment of the connected viewer and a relationship to the community created within a channel. Disney has been considered a leader in the use of synergy strategies with a strong foundation that began with Walt's  Read more...
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Details

Material Type: Thesis/dissertation, Manuscript
Document Type: Book, Archival Material
All Authors / Contributors: Andrea L Shada
OCLC Number: 303457616
Notes: Typescript.
Description: v, 68 leaves ; 28 cm.
Responsibility: by Andrea L. Shada.

Abstract:

"With an increase in today's amount of television options, networks are striving to keep the viewers tuned in. Cross-promotion and brand development through commodity flow have proven critical in the establishment of the connected viewer and a relationship to the community created within a channel. Disney has been considered a leader in the use of synergy strategies with a strong foundation that began with Walt's creation of Mickey Mouse. The use of synergy strategies by the Disney Company has taken their media to the next level. Networks like the Disney Channel utilize cross-promotion and synergy to develop and maintain an audience while eliminating the use of outside advertisement revenue streams. This transmedia intertextuality helps in the creation of community and space where children become a part of a culture outside of actually cultural reality. The following is a qualitative and quantitative study on the Disney Channel's creation of community through the use of promotions."--leaf iii.

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