Work

Ancillary academia: video shorts and the production of university paratexts

Year: 2017

Type: article

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.

Source: Critical Studies in Media Communication

DOI: 10.1080/15295036.2017.1286024

Author: Paul Grainge

Institution: University of Nottingham

Language: English

Topic: Literature, Culture, and Aesthetics

Subfield: Communication

Field: Social Sciences

Domain: Social Sciences

SDG: Quality education

Open Access status: green

Funders: University of Nottingham, Arts and Humanities Research Council