Branding Television

品牌电视

• 批准号: AH/H005560/1
• 负责人: Catherine Johnson
• 金额: $ 4.4万
• 依托单位: Royal Holloway University of London
• 依托单位国家: 英国
• 项目类别: Research Grant
• 财政年份: 2009
• 资助国家: 英国
• 起止时间: 2009 至 无数据
• 项目状态: 已结题
• 来源: https://gtr.ukri.org/projects?ref=AH%2FH005560%2F1
• 关键词: Branding; Television

Since the 1980s television in the US and the UK has undergone dramatic changes. Once a broadcast medium dominated by a handful of national channels, there are now hundreds of channels, and if you don't want to watch a programme when it is broadcast, you can download it and watch it on your computer or mobile phone. These changes have brought new challenges to the television industries in the US and the UK, who have had to respond to increased competition for viewers and for revenue. One consequence of these changes is that the television industries in both countries have embraced branding. Television corporations now have brand strategies and each television channel has a brand identity that is conveyed through logos, slogans and advertising. Even programmes are now being constructed as brands designed to encourage audience loyalty and perhaps even the purchase of DVDs and other merchandise associated with the programme. Branding has been identified as the key development within the US and UK television industries over the past 25 years, and yet there are no sustained studies of how branding is used in television, and what impact the adoption of branding has on our understanding of the industry and texts of television and their role in everyday life. This research will address this gap by offering the first in-depth study to critically examine and compare the adoption of branding in the US and UK television industries. Branding has been linked to an intensification of consumer culture, in which more and more areas of everyday life are dominated by branded commodities created by commercial companies for financial gain. Television plays a central part in everyday life, offering not just entertainment and information, but also conveying and exploring our sense of culture and identity as a society. It is therefore important to ask what impact the adoption of branding has on television. In the UK the adoption of branding has coincided with fears of the decline of public service broadcasting. At the same time, the US television industry has begun to produce and export programmes, such as The Sopranos, that are considered the epitome of quality television. By comparing and contrasting the use of branding in the US and the UK, this research will ask to what extent the adoption of branding supports or undermines public service and commercial aims. It will do this by examining the brand strategies of different television corporations, the impact of branding on programme production and the ways in which corporations use brands to attempt to control the meanings associated with television corporations, channels and programmes (such as the association of the BBC with respectable, quality, British broadcasting). It will critically examine the ways in which branding helps television broadcasters to deal with the increasingly competitive media environment by encouraging audience loyalty and making their products stand out from the clutter. However, it will also analyse the ways in which viewers negotiate and contest the meanings associated with television brands by examining sites where viewers communicate directly with broadcasters (through letters, online forums, and so on), which offers a more fractured picture of the role of branding than is suggested by the industry strategies themselves.The research aims to contribute to our understanding of the changes to US and UK television over the past 25 years, to offer new conceptual tools to assist in the analysis of contemporary television and move the field of television studies forward, and to enhance our understanding of the role of brands and branding in everyday life.

自20世纪80年代以来，美国和英国的电视经历了巨大的变化。曾经的广播媒体由少数几个全国性频道主导，现在已经有上百个频道，如果你不想在节目播出时观看，可以下载到电脑或移动的手机上观看。这些变化给美国和英国的电视行业带来了新的挑战，他们不得不应对争夺观众和收入的竞争。这些变化的一个后果是，两国的电视行业都接受了品牌。电视公司现在有品牌战略，每个电视频道都有一个品牌标识，通过标志，口号和广告来传达。甚至节目现在也被打造成品牌，旨在鼓励观众忠诚度，甚至可能购买与节目有关的DVD和其他商品。在过去的25年里，品牌已经被确定为美国和英国电视行业的关键发展，但没有持续的研究如何在电视中使用品牌，以及品牌的采用对我们理解电视行业和文本及其在日常生活中的作用有什么影响。这项研究将通过提供第一个深入的研究来解决这一差距，以批判性地研究和比较美国和英国电视行业对品牌的采用。品牌化与消费文化的强化有关，在这种文化中，越来越多的日常生活领域被商业公司为了经济利益而创造的品牌商品所主宰。电视在日常生活中扮演着重要的角色，它不仅提供娱乐和信息，还传达和探索我们作为一个社会的文化和身份感。因此，重要的是要问采用品牌对电视有什么影响。在英国，采用品牌的同时，人们也担心公共服务广播的衰落。与此同时，美国电视业开始制作和出口节目，如《黑道家族》，这些节目被认为是高质量电视的缩影。通过比较和对比在美国和英国的品牌使用，这项研究将询问在何种程度上采用品牌支持或破坏公共服务和商业目标。它将通过研究不同电视公司的品牌战略，品牌对节目制作的影响以及公司使用品牌试图控制与电视公司，频道和节目相关的含义的方式（例如英国广播公司与受人尊敬的，高质量的英国广播的关联）来做到这一点。它将严格审查品牌如何帮助电视广播公司通过鼓励观众忠诚度和使其产品脱颖而出来应对竞争日益激烈的媒体环境。然而，它也将通过考察观众与广播公司直接沟通的网站，分析观众协商和质疑与电视品牌相关的意义的方式（通过信件、在线论坛等），这提供了一个比行业战略本身所建议的更破碎的品牌作用的图片。这项研究旨在帮助我们了解美国和英国电视的变化在过去的25年里，提供新的概念工具，以协助分析当代电视和推动电视研究领域的发展，并提高我们对品牌和品牌在日常生活中的作用的理解。

项目成果

Branding Television

品牌电视

• 发表时间: 2011
• 作者: Johnson Catherine

A Companion to Media Authorship

媒体作者的伴侣

• DOI: 10.1002/9781118505526.ch14
• 发表时间: 2013
• 作者: Johnson C

The Continuity of 'Continuity': Flow and the Changing Experience of Watching Broadcast Television

“连续性”的连续性：观看广播电视的流动和不断变化的体验

• 发表时间: 2013
• 期刊: Key Words Journal of the Raymond Williams Society
• 作者: Johnson, C

From brand congruence to the 'virtuous circle': branding and the commercialization of public service broadcasting

从品牌一致性到“良性循环”：品牌化与公共服务广播的商业化

• 发表时间: 2013
• 期刊: Media, Culture & Society
• 作者: Johnson C.