Myth in Modern Media Management and Marketing, 1st Edition

  • Jan Kreft
  • Sylwia Kuczamer-Kłopotowska
  • Anna Kalinowska-Żeleźnik
  • Published By: Business Science Reference
  • ISBN-10: 1522591028
  • ISBN-13: 9781522591023
  • DDC: 384.068
  • 317 Pages | eBook
  • Original Copyright 2019 | Published/Released December 2019
  • This publication's content originally published in print form: 2019

  • Price:  Sign in for price



The development of communication technology and the proliferation of centers that collect, interpret, and transmit information does not mean that communities have become a more transparent and enlightened environment. If anything, the pioneering research of modern communication signifies the ambiguity of individual and collective existence. This title is an essential reference source that discusses the analysis of the role of myth and mythical thinking in the operation of media organizations and their functioning on the media market. Featuring research on topics such as social media, brand management, and advertising, this book is ideally designed for social media analysts, media specialists, public relations managers, media managers, marketers, advertisers, students, researchers, and professionals involved with media and new media management.

Table of Contents

Front Cover.
Title Page.
Copyright Page.
Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series.
Table of Contents.
Detailed Table of Contents.
1: Aporeticity of Privacy in New Media Environment.
2: Myth and Storytelling: The Case of the Walt Disney Company.
3: The User With a Thousand Faces: Campbell’s “Monomyth” and Media Usage Practices.
4: Mythologization of New Media Organizations Illustrated With the Example of Google.
5: Mediatization of Solidarity Myth at the Permanent Exhibition of the European Solidarity Centre.
6: A Myth and Media Management: The Facade Rhetoric and Business Objectives.
7: Decline of Traditional Marketing Communication Forms in Generation Y: Myth or Fact?.
8: The Important Role of the Blogosphere as a Communication Tool in Social Media Among Polish Young Millennials: A Fact or a Myth?.
9: Three Dimensions of Myth in Post Advertising: A Case of an Advertising Spot of the Reserved Brand.
10: Big Data Myth: Faith in Magical Power of Data in Marketing Management.
Compilation of References.
Related References.
About the Contributors.