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Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/37490
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dc.contributor.authorEsteves, Victoriaen_UK
dc.contributor.editorMacRury, Iainen_UK
dc.contributor.editorManika, Danaeen_UK
dc.date.accessioned2025-10-15T00:18:47Z-
dc.date.available2025-10-15T00:18:47Z-
dc.date.issued2024en_UK
dc.identifier.urihttp://hdl.handle.net/1893/37490-
dc.description.abstractChapter 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.en_UK
dc.language.isoenen_UK
dc.publisherRoutledgeen_UK
dc.relationEsteves 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/10.4324/9781003168485-10en_UK
dc.rights.urihttp://www.rioxx.net/licenses/under-embargo-all-rights-reserveden_UK
dc.subjectadvertisingen_UK
dc.subjectmemesen_UK
dc.subjectinterneten_UK
dc.subjectremixen_UK
dc.titleOnline culture spaces in offline commercial placesen_UK
dc.typePart of book or chapter of booken_UK
dc.rights.embargodate2999-12-31en_UK
dc.identifier.doi10.4324/9781003168485-10en_UK
dc.citation.spage108en_UK
dc.citation.epage120en_UK
dc.citation.publicationstatusPublisheden_UK
dc.type.statusVoR - Version of Recorden_UK
dc.author.emailvictoria.esteves@stir.ac.uken_UK
dc.citation.btitleDigital Advertising Evolutionen_UK
dc.citation.date27/12/2024en_UK
dc.citation.isbn9780367767730en_UK
dc.citation.isbn9781003168485en_UK
dc.publisher.addressLondonen_UK
dc.contributor.affiliationCommunications, Media and Cultureen_UK
dc.identifier.scopusid2-s2.0-85214882324en_UK
dc.identifier.wtid2105582en_UK
dcterms.dateAccepted2024-12-27en_UK
dc.date.filedepositdate2025-03-04en_UK
rioxxterms.apcnot requireden_UK
rioxxterms.typeBook chapteren_UK
rioxxterms.versionVoRen_UK
local.rioxx.authorEsteves, Victoria|en_UK
local.rioxx.projectInternal Project|University of Stirling|https://isni.org/isni/0000000122484331en_UK
local.rioxx.contributorMacRury, Iain|en_UK
local.rioxx.contributorManika, Danae|en_UK
local.rioxx.freetoreaddate2025-03-04en_UK
local.rioxx.licencehttp://www.rioxx.net/licenses/under-embargo-all-rights-reserved||en_UK
local.rioxx.filenameOnline culture spaces in offline commercial places_25_03_04_14_16_51.pdfen_UK
local.rioxx.filecount1en_UK
local.rioxx.source9781003168485en_UK
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