Ancillary academia: video shorts and the production of university paratexts

Grainge, Paul (2017) Ancillary academia: video shorts and the production of university paratexts. Critical Studies in Media Communication . pp. 1-9. ISSN 1479-5809

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Abstract

This article considers the production of media paratexts beyond the bounds of the entertainment industry. Specifically, it examines the development of video content strategy by universities, and the paratextual function that video shorts serve in the construction of institutional identity. Taking a production studies approach, the article expands the scope of paratextual analysis by exploring the development of video content by university marketers, and the role of promotional intermediaries in selling video expertise to the education market.

Item Type: Article
Additional Information: This is an Accepted Manuscript of an article published by Taylor & Francis in Critical Studies in Media Communication on 05/02/2017, available online: http://www.tandfonline.com/10.1080/15295036.2017.1286024.
Keywords: intermediaries, production studies; university paratexts, video content marketing
Schools/Departments: University of Nottingham, UK > Faculty of Arts > School of Cultures, Languages and Area Studies > Department of Culture, Film and Media
Identification Number: https://doi.org/10.1080/15295036.2017.1286024
Depositing User: Grainge, Dr Paul
Date Deposited: 10 Feb 2017 11:19
Last Modified: 24 Feb 2017 20:59
URI: http://eprints.nottingham.ac.uk/id/eprint/40499

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