Multiplatform Media in Mexico is the first book to treat the exciting, interconnected fields of cinema, television, and internet in Mexico over the last decade, fields that combine to be called multiplatform media. Combining industrial analysis of a major audiovisual field at a time of growth and change with close readings of significant texts on all screens, acclaimed author Paul Julian Smith deftly details these new audiovisual trends. The book includes perspectives on local reporting on the ground, as covered in the chapter documenting media response to the 2017 earthquake. And, for the first time in this field, the book draws throughout on star studies, tracing the distinct profiles of actors who migrate from one medium to another. As a whole, Smith’s analyses illustrate the key movements in screen media in one of the world’s largest media and cultural producing nations. These perspectives connect to and enrich scholarship across Latin American, North American, and global cases.

In today’s multi-platform ecosystem, marketers rely on advertisements that can be accessed across multiple digital platforms to enhance audience engagement and outreach. Advertisers are exploring the global impacts of social and mobile media as part of this integrated approach. Multi-Platform Advertising Strategies in the Global Marketplace examines the international diffusion of multi-platform advertising communication practices in an increasingly globalized economy. Featuring coverage on relevant areas including cross-media, digital marketing, and consumer behavior, this extensive publication is suitable for researchers, marketers, advertisers, and business professionals interested in the global impacts of multi-platform media on the advertising industry.

No book until now has tied in two centuries of Mexican serial narratives—tales of glory, of fame, and of epic characters, grounded in oral folklore—with their subsequent retelling in comics, radio, and television soap operas. Wright’s multidisciplinary Serial Mexico delves into this storytelling tradition: examining the nostalgic tales reimagined in novelas, radionovelas, telenovelas and onwards, and examining the foundational figures who have been woven into society. This panorama shows the Mexican experience of storytelling from the country’s early days until now, showcasing protagonists that mock authority, make light of hierarchy, and embrace the hybridity and mestizaje of Mexico. These tales reflect on and respond to crucial cultural concerns such as family, patriarchy, gender roles, racial mixing, urbanization, modernization, and political idealism. Serial Mexico thus examines how serialized storytelling’s melodrama and sensationalism reveals key political and cultural messaging. In a detailed yet accessible style, Wright describes how these stories have continued to morph with current times’ concerns and social media. Will tropes and traditions carry on in new and reimagined serial storytelling forms? Only time will tell. Stay tuned for the next episode.

Y Tu Mamá También (2001), an intelligent and sensual road movie directed by Alfonso Cuarón and co-written by him and his brother Carlos, is both an acclaimed feature by a director who would go on to win Oscars and a box office success abroad and in its native Mexico, where it was the biggest grossing local film of all time. Its teenage protagonists Gael García Bernal and Diego Luna went on to be major stars of global cinema. Yet on its release the film was vilified by established Mexican critics as a coarse comedy and 'Penthouse fantasy' of youthful lust for an older woman. Paul Julian Smith's lucid study of the film argues that Y Tu Mamá También not only addresses with playful seriousness such major issues as gender, race, class, and space, which are yet more urgent now than they were on its release; but that the film's apparently casual aesthetic masks a sophisticated audiovisual style, one which brings together popular genre film and auteurist experiment. Smith suggests Y Tu Mamá También remains an example for world cinema of how a very local film can connect with a global audience that is ignorant of such niceties. Combining production and distribution history, based on unexplored material held in Mexico City archives, with close textual analysis, Smith makes an argument for Cuarón's film as an enduring masterpiece that hides in plain sight as an ephemeral teen movie.

Gender and the contemporary audio-visual landscape of Mexico.

The Lost Cinema of Mexico is the first volume to challenge the dismissal of Mexican filmmaking during the 1960s through 1980s, an era long considered a low-budget departure from the artistic quality and international acclaim of the nation’s earlier Golden Age. This pivotal collection examines the critical implications of discovering, uncovering, and recovering forgotten or ignored films. This largely unexamined era of film reveals shifts in Mexican culture, economics, and societal norms as state-sponsored revolutionary nationalism faltered. During this time, movies were widely embraced by the public as a way to make sense of the rapidly changing realities and values connected to Mexico’s modernization. These essays shine a light on many genres that thrived in these decades: rock churros, campy luchador movies, countercultural superocheros, Black melodramas, family films, and Chili Westerns. Redefining a time usually seen as a cinematic “crisis,” this volume offers a new model of the film auteur shaped by productive tension between highbrow aesthetics, industry shortages, and national audiences. It also traces connections from these Mexican films to Latinx, Latin American, and Hollywood cinema at large. A volume in the series Reframing Media, Technology, and Culture in Latin/o America, edited by Héctor Fernández L’Hoeste and Juan Carlos Rodríguez Contributors: Brian Price | Carolyn Fornoff | David S. Dalton | Christopher B. Conway | Iván Eusebio Aguirre Darancou | Ignacio Sánchez Prado | Dolores Tierney | Dr. Olivia Cosentino Publication of this work made possible by a Sustaining the Humanities through the American Rescue Plan grant from the National Endowment for the Humanities.

Social media has become an integral part of society as social networking has become a main form of communication and human interaction. To stay relevant, businesses have adopted social media tactics to interact with consumers, conduct business, and remain competitive. Social technologies have reached a vital point in the business world, being essential in strategic decision-making processes, building relationships with consumers, marketing and branding efforts, and other important areas. While social media continues to gain importance in modern society, it is essential to determine how it functions in contemporary business. The Research Anthology on Strategies for Using Social Media as a Service and Tool in Business provides updated information on how businesses are strategically using social media and explores the role of social media in keeping businesses competitive in the global economy. The chapters will discuss how social tools work, what services businesses are utilizing, both the benefits and challenges to how social media is changing the modern business atmosphere, and more. This book is essential for researchers, instructors, social media managers, business managers, students, executives, practitioners, industry professionals, social media analysts, and all audiences interested in how social media is being used in modern businesses as both a service and integral tool.