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Cross-Media Promotion

机译：跨媒体推广

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The author begins by defining his topic of cross media promotion very simply as "the promotion of one media service or product through another" (p. xv). This sounds very unthreatening and that is part of the prem ise of the book: this practice has arisen over the past 25 years as the media industries have continued to con verge and consolidate to the point that we now have only a few mega-media industries who have domi nance in the market and power over all smaller com petitors and have captured the attention of a great swath of public attention. And all of this has happened, in the United States at least, so gradually and unobtru sively that it all seems very "normal." What Hardy does in the book is to argue that this seemingly simple practice of self promotion and cross-platform promo tion by media industries with a variety of media plat forms is not "normal" and poses a number of threats to audiences and democratic societies—and furthermore, that regulators have been unaccountably lax in safe guarding the separation between commerce and con tent and accepted both the growth of media concentra tion and the commercialization of media content so that it has become hard to tell the difference between ads and programming. The argument is written from the perspective of Europe and more especially the UK where the U.S. pattern foreshadows what is beginning to happen there.
机译：作者首先将跨媒体推广的主题定义为“通过另一种媒体服务或产品的推广”（第xv页）。这听起来似乎没有什么威胁，但这是本书的前提：在过去的25年中，这种做法已经出现，因为媒体行业继续融合和巩固，以至于我们现在只有少数几个大型媒体行业他们在市场上具有支配地位，并在所有较小的竞争对手中拥有统治力，并且引起了公众的广泛关注。至少在美国，所有这一切都已经发生了，如此渐进而毫不干扰，以至于一切似乎都非常“正常”。 Hardy在书中所做的是辩称，具有多种媒体平台形式的媒体行业这种看似简单的自我提升和跨平台促销做法并非“正常”，并且对受众和民主社会构成了许多威胁，而且，监管机构在保护贸易与内容之间的分离方面毫不负责任地松懈，并接受了媒体集中度的增长和媒体内容的商业化，因此很难区分广告和节目之间的区别。该论点是从欧洲尤其是英国的角度出发的，在美国，美国模式预示了那里开始发生的事情。

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