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Making Media WorkCultures of Management in the Entertainment Industries$
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Derek Johnson, Derek Kompare, and Avi Santo

Print publication date: 2014

Print ISBN-13: 9780814764695

Published to NYU Press Scholarship Online: March 2016

DOI: 10.18574/nyu/9780814764695.001.0001

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Tweeting on the BBC

Tweeting on the BBC

Audience and Brand Management via Third Party Websites

(p.235) 10 Tweeting on the BBC
Making Media Work

Elizabeth Evans

NYU Press

This chapter talks about the development of the British Broadcasting Corporation's (BBC) policies on integrating Twitter into its programming, promotion, and audience feedback strategies. It indicates how such policies adapted the BBC's ongoing public service mission to meet audience expectations in an era of convergence and social media, while dutifully refusing to overstep its mandate. BBC sought to manage both audiences and its own brand image by cultivating a more personal and responsive approach to its programming via Twitter. The chapter explains how the Internet makes the cultural and social exchanges surrounding both television and branding public to a greater extent than in the twentieth century. Websites such as Twitter ensure the viewing habits and discussions once hidden at home or in semi-private spaces of interpersonal relationships are now becoming visible online.

Keywords:   Twitter, British Broadcasting Corporation, social media, brand image, Internet, television, branding

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