JOUR 3745 1st Edition Lecture 2 Outline of Last Lecture I Mass Media and Popular Culture a Mass communication b Mass media c Mass media industries II Characteristics of culture a Mass media as cultural story tellers b Mass media as cultural form III John Storey s 6 Definitions of Popular Culture a Quantitative b High culture vs low culture c Mass culture d Folk culture e Gramsci hegemony struggle f Close modern culture IV High culture scholars a Popular culture scholars b Steven Johnson V Popular culture our approach Outline of Current Lecture I II III IV V Media Trends a Mass Media Conglomerates Stages from creator to consumer Types of Ownership a Vertical Integration b Horizontal Integration Synergy Questions a Advantages Disadvantages of Horizontal Vertical integration These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute VI b Profit Mindset Grazian a Main thesis b Going with what you know c Secondary Market Current Lecture The Business of Pop Culture 5 Media Trends 1 2 3 4 5 Media Fragmentation Concentration of Ownership within one industry Mass Media Conglomerates Cross Media Ownership Globalization Top 5 Media Conglomerates 1 2 3 4 5 Walt Disney Company 21st Century Fox Time Warner Cable CBS Viacom A shrinking number of corporations now own the worlds major media outlets and therefore increasingly control the kinds of narratives and information people have access too What Implications does the concentration of ownership of conglomerates o You can do things the way that you want and control the cost Stages from create to consumers Production studios publishers etc Distribution Involves marketing and making money this is where the conglomerates come in Exhibition Where you view the media Movie theater book store etc Two Types of Ownership Vertical Integration is an arrangement in which the supply chain of a company is owned by that company Usually each member of the supply chain produces a different product or market specific service and the products combine to satisfy a common need Horizontal Integration is a strategy where a company creates or acquires production units for outputs which are alike either complementary or competitive One example would be when a company acquires competitors in the same industry doing the same stage of production for the creation of a monopoly Example Movie Studios working with Vertical Integration Talent agencies to acquire scripts and sign actors Production studios to create films Distribution companies to market the film and manage its release to theaters Valuable venues to show the movies What are some advantages disadvantages of vertical integration to media companies Advantages Minimize risk with integration Don t have to pay for royalties Easy distribution Disadvantages The same thing over and over People stop purchasing your item magazines etc Musician with a different sound What are some advantages disadvantages of Horizontal integration Advantages Book can be made into movie or tv series Disadvantages If you push the thing to much people will get bored People might not watch your show Control of information Quality and differentiate of content Profit Oriented Mindset Sources of revenue D V D Licensing Grazian Article Creative Talent input boundary 1st set of boundary spanners agents people who decide who makes it in Output Boundary 2nd set of boundary spanners publicists Gatekeepers surrogate consumers t v movie critics minimal risk not quality Main thesis Decision making in the media goes with what will be minimal risk not quality Going with what you know Established Genres Copy Cat Strategy Actors writers and producers Secondary Market1 2 3 4 Music in another media format songs for movies commercials TV shows etc Movies Global Distribution Movies Straight to home entertainment TV Shows Reruns syndicated shows Need For Blockbuster Strategy 1 2 3 4 5 Mass production of B products Sequels prequels remakes and spin offs Global international cinema market Branding and merchandising Promotional synergy Shifting the burden of risk EX Musicians having to produce their own music and put it out there waiting to be signed by a major label