Ancillary academia: video shorts and the production of university paratexts
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...
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| Format: | Article |
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Routledge
2017
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| Online Access: | https://eprints.nottingham.ac.uk/40499/ |
| _version_ | 1848796072778924032 |
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| author | Grainge, Paul |
| author_facet | Grainge, Paul |
| author_sort | Grainge, Paul |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T19:42:10Z |
| format | Article |
| id | nottingham-40499 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| last_indexed | 2025-11-14T19:42:10Z |
| publishDate | 2017 |
| publisher | Routledge |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-404992020-05-04T18:35:57Z https://eprints.nottingham.ac.uk/40499/ Ancillary academia: video shorts and the production of university paratexts Grainge, Paul 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. Routledge 2017-02-05 Article PeerReviewed Grainge, Paul (2017) Ancillary academia: video shorts and the production of university paratexts. Critical Studies in Media Communication . pp. 1-9. ISSN 1479-5809 intermediaries production studies; university paratexts video content marketing http://www.tandfonline.com/doi/full/10.1080/15295036.2017.1286024 doi:10.1080/15295036.2017.1286024 doi:10.1080/15295036.2017.1286024 |
| spellingShingle | intermediaries production studies; university paratexts video content marketing Grainge, Paul Ancillary academia: video shorts and the production of university paratexts |
| title | Ancillary academia: video shorts and the production of university paratexts |
| title_full | Ancillary academia: video shorts and the production of university paratexts |
| title_fullStr | Ancillary academia: video shorts and the production of university paratexts |
| title_full_unstemmed | Ancillary academia: video shorts and the production of university paratexts |
| title_short | Ancillary academia: video shorts and the production of university paratexts |
| title_sort | ancillary academia: video shorts and the production of university paratexts |
| topic | intermediaries production studies; university paratexts video content marketing |
| url | https://eprints.nottingham.ac.uk/40499/ https://eprints.nottingham.ac.uk/40499/ https://eprints.nottingham.ac.uk/40499/ |