Продуцентски модели в издателската дейност на президентското семейство Обама
The Production Model in Publishing Founded by the Obamas

Author(s): Maya Vasileva
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: political values; convergence production model; publishing; books; reading
Summary/Abstract: The 44th President of the United States Barack Obama, and his wife and former First Lady, Michelle Obama have strong voices and public positions in promoting reading, sharing educational experiences, publishing their memoirs, and creating diverse content based on listed and nominated books. Well-known as the president who inspired the world to believe in democracy, Barack Obama has demonstrated presidential power in gaining political values and captivating audiences all across the world with his charisma, dubbed “The Obama’s syndrome” – an enhanced combination of race, identity, public service devotion, empathy, and shared understanding. Reflecting on her unusual role as First Lady during her husband’s presidency, Mrs. Obama has become a global celebrity and iconic woman, establishing herself as a powerful advocate for girls and young women and their healthier, more active lives. Obama’s’ Higher Ground Production company, founded in May 2018, has launched scripted and unscripted film and television projects, a range of original family programming, in multi-year deal partnerships with the technological giants of Netflix, Spotify, and Audible. As global bestselling authors, co-founders of a production company, and multi-platform content creators, the Obamas have consolidated a convergence production model in publishing and promoting books in television programs, podcasts, book tours, and various book formats. Elevating political values for new change and hope, the presidential family draws public attention to untold stories and diverse voices in the entertainment industry – as often referenced in their memoirs – to inform, inspire, and entertain.

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