Michael Serazio

Your Ad Here

Michael Serazio

2015 Susanne K. Langer Award for Outstanding Scholarship, Media Ecology Association[/b]2013 Book of the Year, Visual Communication Division, National Communication Association[/b] Amidst the profound upheavals in technology, economics, and culture that mark the contemporary moment, marketing strategies have multiplied, as brand messages creep ever deeper into our private lives. In Your Ad Here, an engaging and timely new book, Michael Serazio investigates the rise of “guerrilla marketing” as a way of understanding increasingly covert and interactive flows of commercial persuasion. Digging through a decade of trade press coverage and interviewing dozens of agency CEOs, brand managers, and creative directors, Serazio illuminates a diverse and fascinating set of campaign examples: from the America’s Army video game to Pabst Blue Ribbon’s “hipster hijack,” from buzz agent bloggers and tweeters to The Dark Knight’s “Why So Serious?” social labyrinth. Blending rigorous analysis with eye-opening reporting and lively prose, Your Ad Here reveals the changing ways that commercial culture is produced today. Serazio goes behind-the-scenes with symbolic creators to appreciate the professional logic informing their work, while giving readers a glimpse into this new breed of “hidden persuaders” optimized for 21st-century media content, social patterns, and digital platforms. Ultimately, this new form of marketing adds up to a subtle, sophisticated orchestration of consumer conduct and heralds a world of advertising that pretends to have nothing to sell.

The Power of Sports

Michael Serazio

A provocative, must-read investigation that both appreciates the importance of—and punctures the hype around—big-time contemporary American athletics In an increasingly secular, fragmented, and distracted culture, nothing brings Americans together quite like sports. On Sundays in September, more families worship at the altar of the NFL than at any church. This appeal, which cuts across all demographic and ideological lines, makes sports perhaps the last unifying mass ritual of our era, with huge numbers of people all focused on the same thing at the same moment. That timeless, live quality—impervious to DVR, evoking ancient religious rites—makes sports very powerful, and very lucrative. And the media spectacle around them is only getting bigger, brighter, and noisier—from hot take journalism formats to the creeping infestation of advertising to social media celebrity schemes. More importantly, sports are sold as an oasis of community to a nation deeply divided: They are escapist, apolitical, the only tie that binds. In fact, precisely because they appear allegedly “above politics,” sports are able to smuggle potent messages about inequality, patriotism, labor, and race to massive audiences. And as the wider culture works through shifting gender roles and masculine power, those anxieties are also found in the experiences of female sports journalists, athletes, and fans, and through the coverage of violence by and against male bodies. Sports, rather than being the one thing everyone can agree on, perfectly encapsulate the roiling tensions of modern American life. Michael Serazio maps and critiques the cultural production of today’s lucrative, ubiquitous sports landscape. Through dozens of in-depth interviews with leaders in sports media and journalism, as well as in the business and marketing of sports, The Power of Sports goes behind the scenes and tells a story of technological disruption, commercial greed, economic disparity, military hawkishness, and ideals of manhood. In the end, despite what our myths of escapism suggest, Serazio holds up a mirror to sports and reveals the lived realities of the nation staring back at us.