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STORRE: Stirling Online Research Repository
http://hdl.handle.net/1893/37490| Appears in Collections: | Communications, Media and Culture Book Chapters and Sections |
| Title: | Online culture spaces in offline commercial places |
| Author(s): | Esteves, Victoria |
| Contact Email: | victoria.esteves@stir.ac.uk |
| Editor(s): | MacRury, Iain Manika, Danae |
| Citation: | Esteves V (2024) Online culture spaces in offline commercial places. In: MacRury I & Manika D (eds.) <i>Digital Advertising Evolution</i>. 1 ed. London: Routledge, pp. 108-120. https://doi.org/10.4324/9781003168485-10 |
| Keywords: | advertising memes internet remix |
| Issue Date: | 2024 |
| Date Deposited: | 4-Mar-2025 |
| Abstract: | Chapter 8, by Victoria Esteves, analyses the integration of digital culture and advertising through memes. Esteves examines the role of memes in bridging online and offline promotional content, highlighting challenges in decoding meme-based advertising due to generational differences in digital literacy. The chapter discusses legal and intellectual property issues surrounding meme usage, referencing resources like Know Your Meme. Esteves’s work challenges traditional advertising definitions and underscores the hurdles brands and audiences face in fast-moving, culturally diverse spaces. The analysis emphasises the ongoing dialogue between commercial efforts and organic cultural values, especially when engaging with digitally diverse audiences. |
| DOI Link: | 10.4324/9781003168485-10 |
| Licence URL(s): | http://www.rioxx.net/licenses/under-embargo-all-rights-reserved |
| File | Description | Size | Format | |
|---|---|---|---|---|
| Online culture spaces in offline commercial places_25_03_04_14_16_51.pdf | Fulltext - Published Version | 503.25 kB | Adobe PDF | Under Permanent Embargo Request a copy |
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