In the present day, a lot of people aspire to be in a creative occupation however it is a struggle when you aren’t in a family or know people who can get you into it, no matter the creative ability you have, e.g cultural work in the complex professional era is that many more people seem to have wanted to work professionally in the cultural industries than have succeeded in do so. Few people make it, and surprisingly little attention has been paid in research to how people do so, and what stops others from getting on.
David is currently a Professor of Media, music and culture at the University of Leeds.
He has wrote books such as Understanding Media: Inside Celebrity (Maidenhead Open University Press, 2005), Media Production (Maidenhead: Open University Press, 2006), Media and Society, 6th edition (New York: Bloomsbury, 2019) and many more.
Hesmondhalgh analyses the relationship between media and work as well as the media industry.
Applying/getting a job requires luck or a family member to be successful.
David Hesmondalgh says that the creative/cultural industry is a risky business.
Businesses are divided into three sectors such as production, distribution and consumption.
The strategies that minimise the risks are strategies such as the ‘Horizontal integration’ which enables large-scale institutions to achieve scale base cost savings while also allowing them to maximise profits by positioning brands so they do not compete with one another. A second way to minimise the risks is the vertical integration, this is where production, distribution, marketing specialist subsidiaries and media conglomerates can control all aspects of their supply chain while also achieving significant cost saving efficiencies. The final strategy of minimising risk is the multi-sector integration, this is the buying of companies across the culture industry, allowing for further cross-promotion opportunities and the deployment of brands across media platforms.
