Tabla de Contenidos: “…Introduction / by Joan Cuenca and Klaus Zilles -- Us and european perspectives of the changing media value chainparadigm in social networks and blogs -- The face and the ethics of social networks / by Monika Bogdanowska and Ewa Bogdanowska-Jakubowska -- Mom 2.0 : mothering in the blogosphere / by Jennifer Raymond and Jodi Cohen -- Virtual local public sphere : the role of new media in creating a contemporary local democracy / by Ilona Biernacka-Ligieza -- Momentous challenges in uncharted territory : advertising and public relations -- Effects of communication in public and media rationale : result measures of public relations / by Guillem Marca, Kathy Matilla, and Andréa Oliveira -- Hot brands are cool : the temperature scale as a tool for branding in a digital society / by Patrícia Dias -- The advertising offer in the new media landscape / by Juan Monserrat and Araceli Castelló -- Media and the creation of brand value in signification advertising : the definition of a model and case studies: muji, moleskine, bench / by Felip Vidal -- Engagement is the name of the game : gamification as a communication strategy in advertising and public relations / by Elisenda Estanyol, Mireia Montaña and Ferran Lalueza -- Traditional television teams up with the social networks -- Value changes in television audience : from the traditional audience to the social audience / by Ana González-Neira and Natalia Quintas-Froufe -- Towards a history of media conjuncture : the daily show, audience and the "revolution" / by Boris Ruzic -- Inter-continental corollaries of breaking the media value chain in journalism -- The disruption of the portuguese media democracy? …”

Tabla de Contenidos: “…Introduction: It's All changed - Again -- 55 Moments in Unbrandable Time -- Unbranded Brands: The Beastie Boys -- Unbranded People: Marylin Cayrac -- Define 'Brand' -- Unbranded Brands: Phonebloks -- A Short History of Mass-Marketing -- Unbranded Brands: Fat Willy's Surf Shack -- Product vs Brand -- Unbranded Brands: Village Voice -- Words with the Shaman: Jeremy Brown -- Unbrandable Places: Berlin -- Unbranded Brands: In-N-Out Burger -- Manufactured Desire -- A Poem by Tony Kaye -- Unbrandable People: Tarryn-Lee Lamb Warner -- Unbranded Brands: Nudie Jeans -- Consumption -- Unbrandable People: Chuck -- Unbranded Brands: John Altman -- Words with the Shaman: Denzyl Feigelson -- Unbrandable People: Gili -- Unbranded Brands: Deus Ex Machina -- Unbrandable People: Josie Long -- Unbranded Brands: The Pirate Bay -- It's About Telling YOur Story -- Words with the Shaman: Omaid Hiwaizi -- Unbranded Brands: Shakespeare and Company -- Unbrandable Places: São Paulo -- Unbrandable People: Alan Cooper -- The Art of Selling and Buying -- Words with the Shaman: Joey Elgersma -- Unbrandable Places: Spuistraat, Amsterdam -- Unbranded Brands: Muji -- Advertising 3.0: Content Still Rules, OK! …”