Paul Lazarfeld– 2 step flow theory

Step 1 – from media to opinion leader

Step 2 – from opinion leaders communication to the masses

 This theory suggests that the audience are active, not passive

Links to the missing as, since there are two season, the audience is clearly active and communicating with other viewers and possibly the producers so that they are confident in airing another season

Uses & gratifications (Katz, Gurevitch, Hass) = Idea of active audience, we choose information based on what we want – information / education, empathy and identity, social interaction, entertainment & escapism which can related to Maslow’s hierarchy of needs (1954)

Links to the missing as the audiences

1970’s – Cultivation Theory – Gerbner (Chomsky vs Skinner) = Relationship between violence on television and violence in society. Suggests that we an use the media to change peoples behavior & what the think/believe in over time

1980’s – Stuart Hall, preferred reading = Idea that we can take an opposite stance, we don’t have to believe these things. He says there are 3 ways to read a text: a dominant position, a negotiated position or an opposition position

2000’s – Clay Shirley, end of audience = There is no such thing as audience, there is only individuals. WE are not one, we are many, the idea of intersectionality. A mass of individuals not just a mass

“The more ideas there are in circulation, the more ideas there are for any individual to disagree with.” Shirky – TED Talk 2013

2019 – Zuboff, surveillance capitalism = we are no longer a mass, but individuals

To what extent do television producers attempt to target national and global audiences through subject matter and distribution?

Show knowledge of the changing media regulatory landscape and the shift towards globalisation:

The 2003 Communications Act was designed by the British Labour government in order to create modern Regulatory System’s within the UK and help the television industry become competitive with the globalized media landscape. This means that independent television production companies were freed up in order to create content that was more commercially viable, resulting in a more Consumer based regulatory system.

The Killing: Produced by Nicole Yorkin. Targets audiences globally, Swedish, Danish, America, British. (Netflix).

First episode aired: April 3, 2011

No Offense: Produced by Paul Abbott. National audiences in Britain.

First episode aired: May 5, 2015

Globalization is the process by which businesses or other organizations develop international influence or start operating on an international scale.

Subject matter; crime show that focuses on detective(s), different tones to the shows – one has elements of comedy and another may provide a sense of escapism (Uses and gratifications theory).

Hesmondhalgh argues ‘Independents…provide a useful means of engaging audiences’ .

“Media businesses are reliant upon changing audience consumption patterns“

Curran and Seaton are able to argue that the UK governement is partly responsible for the widespread domination of the media landscape by huge congomerates.

George Gerber: Cultivation theory- the idea that long-term exposure of violent media will lead to a distorted view that the world seems more violent than it actually is. (audience theory.)

Capital + Deutschland 83

Intro) Explain each para using theorist and statistics

P1) Show knowledge of the changing media regulatory landscape and the shift towards globalization

A consumer based media regulation system is gives audiences what they want whereas citizen based regulation system gives people what they need. However, its not so simple as people don’t like being told what need but if they always did what they want it wouldn’t benefit them. For example if TV always had what people wanted it would mainly show sports of movies and never show the news or important broadcasts.

The labour government in 2003 brought in OFCOM to regulate the media in TV by trying to “ensure that the media landscape is not dominated by a single organisation”. However, Livingstone and Lunt said there is “little accountability regarding actions to further citizen interests”

There is freedom for anything to posted on the media and if the newspapers and advertisers are self regulated they are able to turn down or deny any complaints.

P2) Present your own CSP case studies (with institutional details) as illustrations and explorations of this issue

In November 2016, Capital won the best TV movie/mini series award at the 44th International Emmy Awards.

In Germany, Deutschland 83 began to air after the U.S. run on RTL 26 November 2015.^[77] There, the series lost viewers over the course of its run; the series finale had 1.72 million viewers, or approximately half of the series premiere’s viewers. As a result, German newspaper Bild called the show “the flop of the year”

P3) Highlight Hesmondhalgh’s propositions for the way in which the media industry mitigate this ‘risky business’.

In the show capital it casts famous actor Toby Jones who stared in shows like Harry potter, Jurassic park and Captain America, starring famous actors will create more awareness for the show as people will recognize him from other popular shows and want to watch this as well.

Begin to look at advertising and how it prevents ‘risky business while also linking it to Curran and Seaton commercial media

P4) Touch upon Curran and Seaton’s arguments for a more diverse media landscape. Introduce with a bit about Curran and Seaton then link to csp

commercial media – an organisation that makes or distributes products for economic gain. commercial media usually makes products for entertainment purposes.

A total of 20 broadcasters and subscription VoD services have picked up German thriller series Deutschland 83 from FremantleMedia International (FMI).

UK government policy is responsible in part for widespread domination of media landscape by huge conglomerates (deutschland 83 RTL group, free mantlemedia)

Fremantlemedia producers of Deutschland 83 have the subsidiaries fremantlemedia north america and wildside which both produce films.

Media industry is driven, Curran and Seaton tell us, by the twin forces of creativity and business

P5) Coupled with some reference to audience theory.

Walter presents, Deutschland 83, The two-step flow of communication model says that most people form their opinions under the influence of opinion leaders, who in turn are influenced by the mass media.

Steve Neal genre theory similarities and difference between each genre. (hybridization repertoire of elements).

Katz and Blumler. Uses and gratification theory

Conclude essay with a summative paragraph.

To what extent do television producers attempt to target national and global audiences through subject matter and distribution?

Show knowledge of the changing media regulatory landscape and the shift towards globalisation

Globalization is the process by which businesses or other organizations develop international influence or start operating on an international scale.

Present your own CSP case studies (with institutional details) as illustrations and explorations of this issue

Deutschland – Co-produced by Sundance TV and RTL Television, distributed by Freemantle that has global recognition

Capital – By BBC and conglomerate of Kudos (large US market), Public Service Broadcaster of UK Endemol Shine UK

Highlight Hesmondhalgh’s propositions for the way in which the media industry mitigate this ‘risky business’.

He argues ‘Independents…provide a useful means of engaging audiences’ – Capital uses Kudos to seem as an independent company when it is actually part of the BBC. To other cultures, a German/American company may seem independent.

‘reduces risk by recycling archived material’ – Using 80’s setting such as 99Luftballons gives nostalgia to those in the 80’s

‘The use of sequels..are deployed to maximise audience engagament

They migate risky business by:

• Both are on popular streaming services through amazon prime and channel 4
• Deutschland- Reinhold heil- uses German musician created soundtrack- soundtrack is also on spotify – horizontal integration

Touch upon Currant and Seaton’s arguments for a more diverse media landscape.

They are media pluralists –

‘the pursuit of mass audience appeal…[produces] format-driven products’ – suggest that companies want to appeal to main audience and so create similar products – both are spy/mystery orientated to please global audiences.

‘profit-driven motives take precedent over creativity’ – large companies rather make profit and so attempt to target mainstream audiences – by using repetitive narratives as the spy genre is overpopulated.

Present your CSP case studies (with specific textual reference) as examples that either support or refute Curran and Seaton’s ideas.

Coupled with some reference to audience theory.

Two Step Flow Model

Conclude your essay with a summative paragraph.