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Call for Chapter Proposals: Handbook of Research on Digital Media and Advertising

Editors: Matthew S. Eastin, Terry Daugherty, and Neal M. Burns
Department of Advertising, The University of Texas at Austin

Media professionals today are facing numerous changes within the mass media that will continue to impact the creation and delivery of persuasive messages. One of the most dramatic shifts has been the manner in which the media have transformed during the past fifty years. First, society has shifted away from the oligopoly-dominated model prevalent in the early 1950s of only a few mass media sources. This change has occurred because traditional above-the-line media have splintered into targeting specific demographic segments. Second, technological innovations have created new media while altering traditional media. A power shift from the supplier to the user is taking place and impacting how media is consumed today through greater consumer control over the consumption, creation and self-distribution of media content. Finally, such changes are the beginning of major transformations in the ad agency financial model, the importance of the creative product, the implementation of media agnostic strategies and the growing adoption of mobile digital devices and broadband.

Coverage

The Handbook of Research on Digital Media and Advertising seeks to bridge the gap between professional and academic perceptions of advertising in new media environments. In doing so, we plan to define the evolution of consumerism within the context of media change. This publication will establish the practical issues related to consumer power shifts from supplier to user, the economic issues related media, coverage and definitions of the most important technological concepts, issues, and industry-related trends, and provide a framework for instructors and researchers (academic and industry) to understand the dynamics involved with current and future new media consumerism. To this end, this groundbreaking publication will set the standard for scholars and professionals interested in digital media.

The integration of academic and professional viewpoints will create unique and highly sought after content. We expect the book to appeal to a broad audience including advertising and strategic communication, mass communication, and marketing programs with emphasis on understanding consumer behavior in digital media.

Topics appropriate for this innovative book include, but are not limited to, the following:

• Media evolution and history
• Innovation and adoption of media technologies
• Media convergence
• Media engagement
• Consumer control of media
• Consumption motivations
• Content Perceptions (i.e., credibility)
• Industry perspectives and forecasts of media
• Media and advertising economics
• New media technologies such as Web2.0 and 3.0 technologies
• User generated content
• Online communities (e.g., individual, social, professional)
• Virtual environments (e.g., Second Life, MMORPG, virtual reality, etc.)
• Advertising and digital media
• Creative strategy
• Digital Signage (in store media)
• Impact and future of nontraditional media (e.g., gaming, product placement, mobile, etc.)
• Cross-cultural issues related to digital media
• Social impact of digital advertising and media
• Consumer privacy
• Media regulation
• Metrics of digital media
• Pedagogical perspectives

Submission Guidelines:

The editors invite both academic and industry professionals from diverse disciplines interested in expanding the body of knowledge of this intriguing area to submit chapters for publication consideration. Individuals interested in submitting chapters should send a letter of interest, including your name, affiliation, and chapter proposal electronically by April 30th, 2008. Proposals (2-3 pages) should provide a descriptive outline and clearly explain the purpose and contribution of the chapter. Acceptance notifications will be sent by May 15th, 2008. Upon acceptance, authors will have until August 15th, 2008 to prepare a chapter of approximately 8,000 to 10,000 words. Each chapter will be subject to a peer review process and must not have been published, accepted for publication, or presently under consideration for publication elsewhere. Guidelines for preparing the final chapter will be sent upon acceptance notification. This book is scheduled to be published by IGI Global, publisher of the Information Science Reference and Medical Information Science Reference imprints. For additional information regarding the publisher, please visit .

Inquiries and submissions can be forwarded electronically (Word document) to:

Matthew S. Eastin
Associate Professor
Department of Advertising
University of Texas at Austin
1 University Station A1200
Austin, TX 78712
Phone (512) 471 – 3429
Fax. (512) 471 – 7018
matt.eastin@mail.utexas.edu

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