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Media, Culture & Society
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Brand loyalties: rethinking content within global corporate media

Simone Murray

University of Queensland and Monash University, Australia

Translating content from one media platform to another, a process here dubbed content streaming, is the leitmotif of contemporary globalized media. Yet widely divergent interpretations of the phenomenon have emerged. Academic political economy interprets content streaming as powerfully inimical to cultural diversity, media competition and freedom of speech. Mainstream business reporting, working from an opposing media economics schema, pillories ‘synergy’-based content strategies as oversold in theory and unworkable in practice. Challenging this established trend for the disciplines to develop in parallel, the article harnesses mainstream critique of content streaming to political economy’s traditionally circumspect view of corporate media. Examining first the commercial rationales for pursuing content streaming, before turning to the financial and managerial constraints on realizing these goals, the article positions content streaming as less all-pervasive than political economists have feared, but more commercially entrenched than the financial press currently allows.

Key Words: brands • conglomerates • content streaming • media economics • political economy • synergy

Media, Culture & Society, Vol. 27, No. 3, 415-435 (2005)
DOI: 10.1177/0163443705053973
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