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

Authors

  • Leonie Margaret Rutherford Deakin University

DOI:

https://doi.org/10.5210/fm.v14i4.2443

Keywords:

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

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.

Author Biography

Leonie Margaret Rutherford, Deakin University

Lecturer School of Communication and Creative Arts Faculty of Arts and Education

Downloads

Published

2009-03-19

How to Cite

Rutherford, L. M. (2009). Industries, artists, friends and fans: Marketing young adult fictions online. First Monday, 14(4). https://doi.org/10.5210/fm.v14i4.2443