| Sumario: | Presentación del editor: "This volume features contributions from WMEMC 2012, an international media conference held in Thessaloniki, Greece. It examines in both descriptive and analytical ways, how new media market consumption is evolving as a subdiscipline of media business. New media is an extension of traditional media industries, yet it is distinctly different in its nature and ability to build relationships among users. New media consumption patterns have transformed media—they have shattered the very idea of a linear and static medium. What electricity and combustion engine were to the early 20th century, software is to the early 21st century. New case studies and company profiles in this monograph provide practical examples of how media industry and market have successfully implemented these strategies, using the newest social media consumption and branding tools. The inter-disciplinary nature of this volume is an appropriate resource for professionals and scholars in new technology, consumer behavior, media studies, and related areas. The book offers scholars, media practitioners and researchers who are interested in the business impact of new media both critical reviews of the existing literature and inspirations for developing new research questions. It explores and discusses the changes this emergent communications platform is engendering for the media and content industries and the implications of those changes. This monograph provides a multifaceted understanding of how—and why—people participate in viewing and sharing activities the way they do. Moreover, this volume provides a critical and timely conceptual toolbox for navigating and interrogating the evolution and practices of media consumption patterns in new media industry. Taking an interdisciplinary approach, this book presents a clear and concise explanation of the key concepts but also goes beyond specific brands, advertising and technological practices to show readers how to position new media more successfully within the changing media landscape."
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