People who read a lot simply know more. Here is a short and excellent selection of good, exciting, and important literature. Why these books? Some of them are older, but the tools, theories, and models described are very well suited to both understanding campaigns, methods, and practices and developing and designing them yourself. In other words, they provide a good foundation of important knowledge. Enjoy!
Sources of wisdom and joy
The classic
Fischer Lexikon Publizistik Massenkommunikation
by Jürgen Wilke (editor), Winfried Schulz (editor), Elisabeth Noelle-Neumann (editor), Fischer Taschenbücher, April 1, 2009 - German edition
(German-language link)
https://www.amazon.de/Fischer-Lexikon-Publizistik-Massenkommunikation-Jürgen/dp/3596181925/
This book is the foundation. The Bible. Here you will find all the important theories and approaches to communication research presented in a clear and easy-to-understand manner. Digital communication often acts as if fire has been reinvented. That's not true. It's communication with media. If you take that into account, along with the other framework conditions, expectations, attitudes, and new behaviors of people, plus the new technologies, then a lot of things are still pretty much the same. Just different.
The disruptors
Marvel By Design: Graphic Design Strategies of the World’s Greatest Comic Company
English edition by gestalten: Robert Klanten, Andrea Servert, Liz Stinson (editor) Hardcover – September 23, 2021 https://www.amazon.de/Marvel-Design-Graphic-Strategies-Greatest/dp/3967040267
And here's something new. This book uses numerous examples to show how MARVEL, the publisher, has designed and developed the design and iconography of its characters, comic books, products, stories, and heroes over the course of its 50-year history. If you transfer this to the visual language of signs and symbols as used by Marvel Studios in its films and social media campaigns, you can see how a very good foundation for visual identity has been created here over many years. Absolutely worth reading and great visual material.
The Basic Books
Introduction to Semiotics, by Umberto Eco
To gain a basic understanding of the interaction between signs, symbols, and meanings and their relevance to behavior and actions. Published by UTB Uni-Taschenbücher, here on February 19, 2002. German edition of the book “La struttura assente (1968)”. https://www.amazon.de/Einführung-die-Semiotik-Umberto-Eco/dp/3825201058/
Distinction: A Social Critique of the Judgement of Taste, by Pierre Bourdieu
The basic textbook on modern milieu theories. For understanding the mechanisms and strategies that people and groups use to distinguish themselves from others, particularly through taste and lifestyle, attitudes, and behavior. Bourdieu develops modern concepts of capital, including cultural, social, and economic capital, with symbolic capital as the overarching category. Tough stuff, but definitely worth reading. https://www.amazon.com/Distinction-Social-Critique-Judgement-Taste/dp/0674212770/
The Interpretation of Cultures: Selected Essays, de Clifford Geertz
Where modern market research often fails miserably, namely in recording, understanding, and analyzing cultural systems that are foreign to researchers, anthropological approaches are often more advanced, both now and historically. Using this set of methods, researchers can first observe and structure cultures and systems that are initially unfamiliar to them in order to gain a better understanding and engage in exchange with them. Rediscovered in the 1990s for interpretive consumer research. (1973, revised edition 2017). Published by Basic Books, this volume includes the essays: https://www.amazon.com/Interpretation-Cultures-Macat-Library/dp/1912127288/
Medienwirkungen: Das Dynamisch-Transaktionale Modell: Theorie und Empirische Forschung, from Werner Früh
Media effects: The dynamic transactional model: theory and empirical research, by Werner Früh - German edition only
How do dialogues work? How does exchange take place? That is what we design in digital communication. Here you will find some good basic models. German Edition – January 1, 1991, https://www.amazon.de/Medienwirkungen-Dynamisch-Transaktionale-Theorie-Empirische-Forschung/dp/3531123211
Inhaltsanalyse: Theorie und Praxis, von Werner Früh
Content Analysis: Theory and Practice, by Werner Früh - German edition only
What marketing science does not always understand very well: how to capture, classify, and analyze content. In journalism and communication studies, however, it is one of the basic methods. Suitable for all types of media content, including digital! Published by UTB Uni-Taschenbücher, 2501 – February 13, 2017, https://www.amazon.de/Inhaltsanalyse-Theorie-Praxis-Werner-Früh/dp/382524735X/
Posts on DRIVE: HOW TO CREATE A STRONG DIGITAL BRAND
How to conceive, design, build, and continuously maintain a digital brand. Here you will find the basics, illustrated with examples. Our daily practice.
(1): NAME, by Stephan Probst
01/09/20, https://www.drive.eu/en/drive-blog-en/blog-detail/how-to-develop-a-strong-digital-brand-1-der-name
(2): LOGO, by Tanja Stark
(3): STORY & IDENTITY, by Stephan Probst
14/09/20, https://www.drive.eu/en/drive-blog-en/blog-detail/how-to-develop-a-strong-digital-brand-3-story
Stephan Probst
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