The use of paratextual devices in broadcast promotion : a content analysis of season three of Glee on Facebook
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This study analyzed all Facebook posts during the third season of the Fox Broadcast Network television show Glee (n=763), from August 2011 to May 2012. The study illustrated that Facebook posts can be considered valuable paratextual devices (Gray, 2010b) that can be used in the promotion of a television program. The program’s promoters, who served as Facebook Page administrators, used Facebook for three purposes: build viewership, enhance the live-viewing experience, and build brand awareness and engagement. Visual paratexts, such as images and videos, were used more widely than text-based ...