This chapter is about how a composer can reach their audience. It thinks about marketing in broad terms, understanding the music industry in terms of networks and communities, as well as addressing topics like making and releasing recordings, best practice on social media, building a website and engaging with the press.

Chapter 8 analyzes the marketing of inkiko gacaca; that is, the RPF’s effort to create demand for its invented tradition. By revealing a series of tactics related to this marketing strategy, the book here sheds light on the manufacturing of consent about the meaning of transitional justice in post-genocide Rwanda. The focus is on the presentation of law in everyday life, with particular reference to select localities.

Chapter 9 is an investigation of mythico-history, with a particular focus on the narrative construction of dictatorship. It tells a disturbing story of how and why, in post-genocide Rwanda, law became “a dramatically enacted thing.” To this end, the chapter analyzes the RPFs media campaign in support of the gacaca courts alongside its assault on international law.

The Presidential Advisory Panel on Land Reform and Agriculture (PAPLRA) (2019) argued that ‘land reform must be oriented around growing the agricultural sector to foster economic development, and not purely be an endeavour to transfer land’. Land reform should contribute to rural standards of living and national economic growth. The chapter briefly examines the relative success of commercial agriculture in recent years, despite policy and climatic uncertainties. It then explores challenges faced in smallholder agriculture and argues that joint ventures and partnerships may be one effective route for intensification of production and enhancement of rural incomes. In a context where state funding and capacity is limited, involvement by commodity organisations and private sector groupings, as well as NGOs, provides a promising way forward. It is possible to expand opportunities for commercial agriculture at the same time as drawing on skills and capital for land reform. Inputs, marketing routes and connectivity are important elements in enhancing smallholder production. Examples are taken from sugar, wool, fruit and dairy schemes that have absorbed tens of thousands of participants.

This chapter addresses the rapid increase in the consumption of white wines in the 1950s. It traces some of the changes to the efforts of the wine companies to develop the consumer market through brand building. But the breakthrough came with the perfection of the method of cool fermentation that permitted the preservation of the aromatic character of white wines. Boosted by innovations in the cellar, in the form of temperature-controlled stainless steel tanks, it became possible to produce wine of a reliable quality on an industrial scale. The chapter argues that while the KWV criticised the merchants, they worked with selected farmers to improve the quality of the wine. This was true of Stellenbosch Farmers’ Winery (SFW) and Distillers. The greater costs involved, however, led many farmers to resort to selling their grapes to the cooperatives rather than making their own wine. The chapter focuses on specifc farms like Rustenberg where it is possible to precisely date the turn to cool femerntation The importance of brand development is underlined through an account of the meteoric wise of SFW’s Lieberstein, which was reputedly the world’s largest brand in the early 1960s.

The chapter begins with an analysis of the KWV, which mimicked the operations of the state bureaucracy but was formally distinct from it. An anatomy of the KWV regulatory system is provided In order to achieve a better sense of how the interlocking parts worked together. There is a detailed discussion of the documentation that producers were required to supply each year to comply with the quota system. This is followed by an account of minimum pricing and surplus disposal which involved the surrender of distilling wine to the KWV which it used to make brandy. There is also a discussion of the Wine of Origin (WO) system which introduced a system of appellations, and the efforts of the wine merchants to tempt aspiring independent producerrs with the offer of access to marketing channels. This leads to a discussion of the contention over the designation of ’estate wines’ and the rather more successful effort to launch the Stellenbosch Wine Route. Finally, an account is offered of KWV efforts to control access to planting material.

This chapter focuses on the distribution of wine. It begins with a detailed account of the liquor wars that pitted Distillers against South African Breweries (SAB), which owned SFW, from the late 1950s. This culminated in a peace agreement in 1974 which left SAB with a beer monopoly and divided the wine and spirits market between SFW, Distillers and the KWV who owned shares in a new company, Cape Wine and Distillers (CWD). It is shown that the competition between SFW and Distillers remained intense. A detailed account follows of how the wine companies, and especially SFW, attempted to market wine to a black consumer market, initially through jazz promotions. It is argued that while the SFW invested in market research and advertising, it was trapped in a racialised way of reading consumer preferences. This is demonstrated with reference to high-, medium- and standard-priced wines. The SFW dominated the market for SP wines but because the real profits were in spirits, rather little of the advertising budget was directed towards black and Coloured consumers. This fed a self-fulfilling prophesy about the limits of the market for wine amongst ’non-whites’.

This chapter, derived mainly from business-to-business serials such as The Bookseller[GK7], represents publishing in the 1860s as a collaborative enterprise comprising several interlocking systems. Basing its viewpoint in business-to-business texts shows that, unlike what is often suggested, it was not revolutionary. Instead, its use of technology and its distribution systems underwent a process of mainstreaming that intensified and refined extant methods of advertising, marketing, transport, wholesale, retail, and lending. Regulation was different, not because the various changes in the law offered anything new, but because details were modified in an attempt to improve them. Unlike many studies of publishing, this one engages with the regulation of labor relations, international distribution, and changing forms of business ownership as well as of the contents and ownership of texts through the laws of copyright, obscenity, and libel.

We need to step away from the foregone value judgements associated with the term Biedermeier, domestic music, and mass production – all encapsulated in the pejorative use of the term Hausmusik during the nineteenth century. This book uncovers the varieties music-making connected with the domestic music of this era – which are invariably left behind by modern musicologists in favour of a focus on individual, canonic, and original compositions. To understand opera in the Viennese home, it is helpful to consider the values that became attached to Biedermeier domesticity, especially social formation, domestic stability, and wholistic education. In revaluing Viennese opera arrangements of this era, it is also worth considering how they inspired public-sphere agency extending beyond domesticity. This chapter discusses quantitative aspects of piano-opera arrangement culture in Czerny’s Vienna and reasons for the boom in pianos, pianists, and associated publications. It then turns to qualitative considerations, looking at the ways in which these piano-opera arrangements promoted the agency of listeners, arrangers, performers, and women in particular.

This chapter focuses not on a particular literary technology, but on the shifts in the literary field that occurred in response to the threat of obsolescence at the hands of competing media such as film and television. Adapting marketing techniques from those media, and capitalizing on new formats such as the paperback, the literary field broadened to expand its appeal to an ever-widening “middlebrow” reading public. By the 1930s, Jaillant argues, these developments in format and marketing had effectively broken down any rigid dividing line between “literary” and “nonliterary” reading publics, so that advertisements for a bestseller such as Pearl S. Buck’s The Good Earth and James Joyce’s modernist classic Ulysses could appear side by side.

This chapter will cover some of the key theoretical and practice issues associated with how social media impact on group and individual behaviour. The chapter will also address practical issues of relevance to professionals considering using social media as part of their efforts to promote mental health. In the opening section, we set out an introduction to relevant behavioural theory and its implications for social media practice and how it can be used to promote positive engagement with social media. The chapter will also examine how social media can be harnessed to promote mental health and provide guidance about the design and use of social media in the field of mental health promotion. It will provide practitioners with understanding about how social media can have negative influence on both personal and group behaviour and how this can be minimized. The chapter will conclude with practical examples about how to utilize social media in mental health promotion and guidance that can be given to clients about how best to use social media as part of their own mental health promotion. The chapter will be illustrated with case studies and examples from a variety of countries.

Social media are changing the way people are exposed to products with addictive potential – including gambling. This chapter provides a brief overview of the way digital technologies like social media are changing the gambling landscape and their relationship with gambling harm. Traditional approaches to gambling harm reduction have largely failed to recognize and address many of the systemic factors that shape the environment in which gambling harm occurs, such as promotion of gambling. Greater regulatory attention is needed to prevent social media from contributing to harm, especially among vulnerable groups such as minors and people experiencing gambling problems.