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Journal of Promotional Communications

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Published

2025-11-13

Issue

Vol. 11 No. 1 (2025)

Section

Articles

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Ideological Production, Organisational Structures, and Promotional Strategies of Crypto-asset and Web3 Platform Players

Athina Karatzogianni

University of Leicester

Jacob Matthews

Université Sorbonne Paris Nord

Georgios Patsiaouras

University of Leicester

Abstract

This article investigates structural and ideological factors underlying the rise of Web3, by considering as empirical examples start-up funding via initial coin offerings (ICOs), and the development of blockchain-enabled intermediation platforms in the communication and culture industries. Embarking upon a micro-ethnographic examination of digital players and marketplaces, our study identifies and critically discusses the promotional practices and organisational structures behind these phenomena, as well as their key ideological underpinnings. The findings elaborate on singular modes of promotion and value creation, highlighting unexplored issues regarding ideological production and conflicts among Web3 players and stakeholders.