@incollection{Bachmair2008c,
	title = {Strategies for the Production and Marketing of Multimodal Presentation and their Relevance for Subjectivity. An analysis of “POPSTARS”},
	address = {Kassel},
	author = {Ben Bachmair and Fiona Lehmann and Conrad Heberling},
	booktitle = {Media Art Culture – Medienkultur mit Blick auf die documenta 12/Media Art Culture – Media culture with reference to documenta 12},
	crossref = {sei2008-4},
	editor = {Judith Seipold},
	month = {June},
	pages = {217--254},
	publisher = {kassel university press},
	url = {http://www.upress.uni-kassel.de/online/frei/978-3-89958-410-3.volltext.frei.pdf},
	year = {2008},
	biburl = {http://www.bibsonomy.org/bibtex/21674e39d4220a6db82b27724c4a7c362/mediafb1},
	abstract = {The following paper intends to investigate the multimedia and multimodal system which is produced by a broadcaster. The following text is a case study which includes an analysis of the casting format POPSTARS. The leading question is to examine the set up of a system of offerings like POPSTARS; or more functionally speaking: how the elements of such a programme system collude. Furthermore, the production strategy followed by the broadcaster ProSieben is reconstructed and its development and implementation are illustrated in the form of the programme system’s marketing mix. The Cultural Studies model of decoding and encoding is used as theoretical fame as well as social semiotics and media socialisation.},
	keywords = {Marketing Multimodal POPSTARS Presentation Production Relevance Subjectivity analysis }
}