Dr. Jonathan Hardy is a Senior Lecturer in Media Studies and  Programme Leader for BA Media Studies. He also teaches on the Advertising and Journalism undergraduate degree programmes and on the postgraduate MA Global Media and MA Media Studies.

Programme Leader BA Media Studies

Media policy, political economy of communications, global media and comparative media systems, media and advertising integration, public relations and promotional culture, political communication.

• BA Media Studies
• MA Global Media
• MA Media Studies

also contributes to BA Advertising; BA Journalism; BA Communication Studies

Module leader:

• MS3000  Dissertation research project
• MS1401The Rise of the Mass Media
• CC3503 Media Law, Ethics and Regulation
• MS3102 Public Relations and Promotion.

Co-teach on:

• MS3401 Globalisation and the Mass Media
• MS2102 Public Communication
• MS2406 Researching the Media
• CC2508 Working in the Culture Industry.

Teaches on MA Global Media and MA Media Studies core and optional modules.

• (forthcoming) Critical Political Economy: An Introduction, London: Routledge.

• (forthcoming) ‘Media Systems’ in Frank Esser and Thomas Hanitzsch (eds) Handbook of Comparative Communication Research. New York: Routledge.

• (forthcoming) ‘Cross-Media Promotion and Media Synergy: Practices, Problems and Policy Responses’ in Matthew P. McAllister and Emily West (eds)The Routledge Companion to Advertising and Promotional Culture.

• (forthcoming) ‘The Market’ in Julian Petley (ed) The Media in Contemporary Britain, Basingstoke: Palgrave.

• (forthcoming) 'Television Policy 2000-2010' in Journal of British Cinema and Televison

•  (2010) Cross-Media Promotion, New York: Peter Lang

• (2010) ‘The contribution of critical political economy’ in James Curran (ed.) Mass Media and Society, Fifth Edition, London: Bloomsbury.

• (2009) ‘Advertising Regulation’ in The Advertising Handbook, third edition, edited by Helen Powell, Jonathan Hardy, Sara Hawkin and Iain MacRury, Routledge (2009).

Books and book chapters:

• (2008) Western Media Systems, London: Routledge.

• (2009) ‘Advertising Regulation’ in The Advertising Handbook, third edition, edited by Helen Powell, Jonathan Hardy, Sara Hawkin and Iain MacRury, Routledge (2009).

• (1998) ‘The Death of Local Cinema’ in Culture or Monoculture? The European Audiovisual Challenge, published by the Office of Carole Tongue MEP, 1998 and submitted to the European Union Summit on Media in Birmingham, April.

• (1995)  ‘Ownership and control’ in Censored: Freedom of Expression and Human Rights, Liberty, London 1994, Reprinted in Human Rights, Human Wrongs, Conor Foley with Liberty, Rivers Oram Press, London.

 Edited books

• (2009) The Advertising Handbook, Third Edition, London: Routledge. Edited by Helen Powell, Jonathan Hardy, Sarah Hawkin and Iain MacRury.

Journal articles

•  (2011) ‘Mapping Commercial Intertextuality: HBO’s True Blood’, Convergence, 17(1): 7-17.

• (2008) ‘Ofcom, regulation and reform’, Soundings 39: 76-86.

• (2004) ‘Safe in their hands? New Labour and public service broadcasting’, Soundings, 27:100-114.

• (2001) ‘Border Crossings: Cross-Media Promotion in UK Communications Policy’ in Journal Notes, Issue 2, Summer 2001, Centre for Communications and Information Studies, University of Westminster.

Book reviews

• (2011) Review of Ib Bondebjerg, Peter Masden (eds) (2008) Media, Democracy and European Culture, Bristol: Intellect Books in European Journal of Communication 26 (1): 73-77.

• (2009) Review of Steve Buckley, Kreszentia Duer, Toby Mendel, and Sean O'Siochru (eds) (2008) Broadcasting, Voice, and Accountability: A Public Interest Approach to Policy, Law, and Regulation, University of Michigan Press, in European Journal of Communication 24(3): 345-365.

• (2001) Review, W. Lance Bennett and Robert M. Entman (eds) (2001) Mediated Politics: communication in the future of democracy, Cambridge: Cambridge Univ. Press in Political Studies.

I review books and book proposals for Sage, Taylor and Francis, Peter Lang, Pearson Education, Bloomsbury and other publishers. I have refereed journal articles for journals including Political Communication, European Journal of Communication, Journalism Studies

Selected conference papers:

• ‘Cross-Media Promotion and Commercial Intertextuality: reviewing rival readings, Meccsa Annual Conference, London School of Economics, 6-8 January 2010. 

• ‘Media reform’, speech to Red Pepper Magazine AGM, London, 20 February 2010.

• ‘Investigating Western media systems’, talk to Politics Department, Royal Holloway University, Egham, 11 March 2009.

• ‘Product placement’, speech at Westminster Forum conference, The Future of Broadcast Advertising, London, 18 June 2008.

•  ‘Challenging myths of digital plenitude’, speech at CPBF AGM, 16 July 2007, London.

• ‘Reassessing Hallin and Mancini’s Media Models’, Internationalising Media Studies Conference, University of Westminster, 15-16 September 2006.

• ‘Beyond Advertising? Analysing UK policy on broadcast media and advertising integration’ Political Studies Association, Media and Politics Group Conference, 11-12 November, 2005.

• ‘Beyond Advertising?’, Centre for Institutional Studies, University of East London, 11 October, 2005.

• Talk on UK media and policy to delegation from Korean Press Foundation, 5 September 2005.

• ‘Ofcom’s Review of Public Service Broadcasting’, CPBF/NUJ/ BECTU Conference, The future of the BBC and public service broadcasting, NUJ, 5 March 2005.

• ‘Commercial integration: Reviewing trends in advertising and editorial content’, Advertising Association Seminar, Peterhouse College Cambridge 13-14 July 2004.

• ‘Beyond citizenship rationales’, International Communications Association conference, New Orleans, 27-31 May 2004.

• Talk on UK media and policy to the Japanese Bar Association, London, 12 May 2003.

• ‘Convergence and commercial speech: regulatory responses to cross-media promotion’ Faculty of Social Sciences, Open University, March 2003.

• ‘Regulatory responses to cross-media promotion’, University of Westminster, December 2002.

• Speech to Members of the Scottish Parliament on the Communications Bill, Edinburgh, 14 November 2002.

• ‘Behavioural regulation and media ownership’, CPBF policy seminar, London, 5 December 2001.

• ‘Competition regulation and UK Communications policy’ Political Studies Association Media and Democracy conference, Loughborough University, Sept 2001.

• ‘Border crossings: convergence, cross-media promotion and commercial speech in UK communications policy’, Political Studies Association Conf., Univ. of Manchester, April 2001.

• ‘Cross-media promotion’, doctoral workshop, Goldsmiths College, London, 7 November 2000.

• ‘Media Ownership and Democracy’. Paper presented at IDASA Seminar on Information, Power and Democracy, Cape Town, South Africa, October 2000.

• ‘Convergence and Communications Policy: directions, challenges, contradictions’, Convergence, Emergency Divergence seminar, University of East London, May 1999.

• ‘Media Corporations and Globalization’ 1st International Symposium on Corporate Rule, International Forum on Globalization, Toronto, Canada, Nov. 1997.

Member International Association for Media and Communication Research (IAMCR); International Communication Association (ICA); European Communication Research and Education Association (ECREA); Media, Communication and Cultural Studies Association (MECCSA).

Cross-Media Promotion is the first book-length study of a defining feature of contemporary media, the promotion by media of their allied media interests. The book explores the range of forms of cross-promotion including synergistic marketing of mega-brands such as Harry Potter; promotional plugs in news media; repurposing media content, stars and brands across other media and outlets; product placement, and the integration of media content and advertising.

The book examines the dynamics of cross-media promotion across converging media, drawing on a range of examples from the United States and the United Kingdom. Synergy and intertextuality are explored alongside critical debates about the ‘problems’ of cross-promotion.

Western Media Systems offers a concise, authoritative and critical introduction to media systems in North America and Western Europe. It explains how media systems developed historically and how mass media sectors, especially broadcasting and the press, are being transformed today. The book offers a wide-ranging survey and original contribution to comparative media analysis, drawing on political economy and other perspectives to address the economic, social, political, regulatory and cultural aspects of Western media systems.

Mapping Commercial Intertextuality: HBO’s True Blood

(from introduction)

Commercial intertextuality is used to describe the production and interlinking of texts like blockbuster films or TV series with allied paratexts and products, such as spin-offs, reversionings, promos, online media, books, games and merchandise. For critical political economists such commercial intertextuality is mainly read in terms of synergistic corporate communications that seek to maximise profits by cultivating and exploiting audiences and fans (Meehan 1991, 2005). Corporate transmedia storytelling, such as the Matrix franchise, serve to create ‘narratively necessary purchases’ (Proffitt et al 2007: 239). For scholars working in a cultural studies tradition – culturalists –commercial intertextuality can be read quite differently, as material that is fashioned in autonomous and creative ways for self-expression and social communication, generating new forms of participation, and collaboration amongst prosumers (Jenkins 1992, 2006). While such divergent readings have reflected underlying clashes between ‘critical’ and culturalist scholarship, this article explores scope for more integrative approaches through a case study of cross-media promotion and intertextuality in HBO’s vampire drama True Blood.

Secretary and Member of the National Council of the Campaign for Press and Broadcaasting Freedom www.cpbf.org.uk

He is a regular contributor to the journal Free Press and writes policy papers and submissions on UK and European media policy issues.

Member Co-ordinating Committee for Media Reform (CCMR); MECCSA Policy Network.

Fellow, Higher Education Academy.

Websites: jonathanhardy.co.uk; www.commercialwatch.co.uk