David wrote a book called ‘The Cultural Studies’, and has a fourth edition out.

-David essentially says that unless you have a direct root to a specific creative career (family owning a company), your chances to get to work in the creative industries is quite low.

-“If you are poor, you won’t get as far”

–“more people seem to have wanted to work professionally in the cultural industries than have succeeded in do so“

-People always expect that working in the Creative Industry is easy and you will be very successful, which is not true, actually quite the opposite. Even if you have all the talent and qualifications needed, you are still not guaranteed a job. It is purely a coincidence. Money plays a massive part as well as popular culture.

–“As if ‘determination’ and ‘commitment’ were in themselves enough to secure success?”

“Creative Industry is a risky business”

Davis splits the Culture Industry into three categories: Production, Distribution and Consumption. Production is the product your have created- for example an artist or band creating a song. Distribution is the way in which you promote it, how you get the product to reach audiences- for example a PR major or someone in a job with advertising, where they can successfully get the song promoted. The last one, Consumption, is the people who listen to the product created, the audience.

It can be risky because without the consumption and distribution, the production isn’t that impressive. If an artist were to create a bad song, or the distribution wasn’t successful, the consumption wouldn’t thrive. Many people are involved in the consumption, for example, an artist brings out an album and it is distributed well, they decide to go on tour. You have people who go on tour with them looking after the lighting and instruments, you also have the staff at the venues looking after the place and making sure it is okay. The consumption heavily relies on the production, so if it doesn’t turn out successful, people with other jobs in distribution and consumption will be out of a job.

It is also heavily based off audience’s opinions. If people don’t like the song created, other people further down the chain will suffer more than the millionaire artist.

The Culture Industry is also risky because media products have limited consumption capacity. You wouldnt watch a movie multiple tiems