Cultural industries – Distributing cultural goods and services on industrial and commercial terms.
Production– The making of a video such as a commercial.
Distribution– promoting content to online audiences in multiple media formats through various channels.
Exhibition / Consumption– Retail branch of the film industry.
Globalisation (in terms of media ownership)– the worldwide integration of media through the cross cultural exchange of ideas.
Vertical Integration– When a media company owns different businesses in the same chain of production and distribution.
Regulation– Mass media regulations are rules enforced by the jurisdiction of law
Free market– The free market is an economic system based on supply and demand with little or no government control.
Diversity – Diversity in the media is, more than a matter of professional ethics, a matter of questioning that given power.
Innovation– Media innovation can include change in several aspects of the media landscape – from the development of new media platforms, to new business models, to new ways of producing media texts.
The Nationwide Project was an influential media audience research project conducted by the Centre for Contemporary Cultural Studies at the University of Birmingham.
Charlotte Brunsdon is a professor of film and television studies at the University of Warwick and researcher.
Nationwide is a former BBC current affairs television programme which ran from 9 September 1969 until 5 August 1983. It was broadcast on BBC 1 each weekday following the early evening news, and included the regional opt-out news programmes.
Cultural industries – The different types of popular media’s production, distribution and consumption
Production – How a piece of media is created
Distribution – How a piece of media is sold
Exhibition / Consumption – How a piece of media is watched/read etc.
Media concentration – Few individuals owning mass amounts of media
Conglomerates – A group that owns multiples companies which specialise in different types of media e.g. audio-visual or written
Globalisation (in terms of media ownership) – Owning companies throughout the entire globe
Cultural imperialism – The practice of promoting the culture or language of one country in another
Vertical Integration- A way of expansion via acquiring different businesses in the same chain of production and distribution
Horizontal Integration – A way of expansion via acquiring media companies that work in similar sectors e.g. a company owning a magazine, radio and newspaper
Mergers – merging 2 existing companies into 1 new company
Monopolies – Owning several companies all in one business
Gatekeepers
Regulation – Laws that prevent certain things from happening e.g. creating monopolies
Deregulation – Removing or loosening restrictions on media outlets
Free market – A market in which voluntary exchange and the laws of supply and demand provide the sole basis for the system
Commodification
Convergence
Diversity – individuality of viewpoints or content
Innovation – change and individuality in several aspects of the media landscape, from developing new platforms, to new business models, to new methods of production
1. Hypodermic model (passive consumption)
The hypodermic model was theorised by Harold Lasswell, who wrote “Propaganda Technique in the World War ” in 1927 – highlighting the “subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers… knocked them into submission”. Lasswell developed a linear model of communication in 1948, breaking down the line of communication from point A to point B (in which the SENDER is sending a MESSAGE through a MEDIUM which has an effect on the RECIEVER)
2. Two Step Flow of Communication (active consumption)
Paul Lazarfeld recognized that the simplicity of the linear model may not be sufficiently complex in understanding the relationship between sending a message and receiving the message. Due to this, he developed the Two Step Flow model of communication in 1948, taking into account of the way that messages are not directly “injected” into the audience, but go through “opinion leaders” first – people that the public trust and believe in. These opinion leaders exert influence onto the public, making communication subject to bias, interpretation, rejection, amplification, support and change
Katz, Gurevitch & Haas put forward research showing that individual audience members are a lotmore active than was previously thought and were key to the processes of selection, interpretation and feedback. Individuals sought particular pleasures, uses and gratifications from individual pieces of media as shown above. Or categorised as: diversion, personal relationships, personal identity and surveillance.
Maslow’s Hierarchy of Needs
Maslow’s Hierarchy of Needs argues that people actively looked to satisfy their needs based on a hierarchy of social and psychological desires, as shown below
Psychographic Profiles
Approaches towards the audience will either adopt a QUAUNTITATIVE (objective, amount of sales/costs/viewership) approach or QUALITATIVE (interpretive, why audiences consume media) approach
Witnesses production- Fabienne Servan-Schreiber is the executive producer and worked alongside Cineteve.
Witnesses had a budget of – 6.8 million dollars
The missing – John Yorke was the executive producer working alongside with New Pictures, Company Pictures, Two Brothers Pictures and Playground Entertainment with Fortis Film Fund, Czar TV Productions and Vlaamse Radio- en Televisieomroeporganisatie. But the main ones were New Pictures and Two brothers Pictures.
Original network – BBC
The missing had a budget of around 10 million dollars.
After the end of WWII, social science researchers began to investigate the way in which communication – and particularly, political communication – was used to disseminate propaganda
Hypodermic model (passive consumption)
Were basically spoon fed information from the television and when we go to watch television were more inclined to watch higher end tv production companies like the BBC over the smaller ones like Dave.
in 1948 Harold Lasswell developed a linear model of communication, one that breaks down the line of communication from point A to point B, in which the SENDER is transferring a MESSAGE, through a MEDIUM.
2step media – Film directors use influencer of which people know and listen to, to entise people to watch it. Also using big well known media companies such as the bbc can help films become more well known and seen due to the fact that people have the mindset of if its on the bbc its good as theyve produced massive hit tv series such as CALL THE MIDWIFE.
Approaches to audience theory will either adopt a QUANTITATIVE ie number based approach (AUDIENCE FIGURES) QUALITATIVE ( INDIVIDUAL NEEDS AND DESIRES FOR EACH AUDIENCE MEMBER)
WHAT PEOPLE SEEK FOR IN FILMS
For the missing you’d have to be a – explorer And for witnesses you’d have to be an explorer as well. Both films you’d be an explorer as there is a demand to find the killer and and discover more about each individual character and their desires in the cases they’re working on.
David Hesmondhalgh said that industries are a risky business. He also worked in the area of cultural industries and promoted the idea that with good intentions a industry can go far it all depends on what the industry does to achieve their target goals.
Cultural industries – the different types of popular media , production, distribution and products in the creative industry.
Production – The making of the product(movie, series, tv show)
Distribution – The methods by which media products are delivered to audiences, including the marketing campaign .
Exhibition / Consumption – the retail branch of the film industry when the media is taken in by individuals or a group.
Media concentration – The ownership of mass media by fewer individuals.
Conglomerates – A group that owns multiple companies which stand out different media specialised in written or audio-visual content.
Globalisation (in terms of media ownership) – The worldwide integration of media through the cross-cultural exchange of ideas.
Cultural imperialism – The practice of promoting the culture values or language of one nation in another.
Vertical Integration -Where media companies expand by acquiring different businesses in the same chain of production and distribution.
Horizontal Integration -A way in which media companies expand by acquiring media companies that work in similar sectors.
Mergers – Where 2 or more business combine together to make one.
Monopolies – Concentrated control of major mass communications within a society.
Gatekeepers – The process through which information is filtered for dissemination.
Regulation – The process by which a range of specific tools are applied to media systems and institutions to achieve established policy goals such as pluralism, diversity, competition and freedom.
Deregulation – The process of removing or loosening government restrictions on the ownership of media outlets.
Free market – one where voluntary exchange and the laws of supply and demand provide the sole basis for the economic system.
Commodification – The transformation of the relationship, which is trafficked into things that are free of the commercial nature of the relationship.
Convergence – The merging of media technologies and platforms through digitalization and computer networking.
Diversity – diversity of ideas, viewpoints or content options.
Innovation – Change in several aspects of the media landscape, like the development of new media platforms, new business models and new ways of producing media texts.
Hypodermic model: The work on the relationship of media consumption are often traced back to Harold Laswell. Martin Moore notes Laswell believed each government had manipulated the mass media in order to justify its actions in World war 1. In 1948 he developed a linear model of communication, one that breaks down the line of communication from point A to point B, in which the sender is transferring a message through a medium.
Two step flow of communication: Paul Lazarfeld recognised that a simple, linear model may not be complex to understanding the relationship between message sent and message received. In 1948 he developed the two step flow model of communication, which took account of the way in which mediated messages are not directly injected into the audience, but while also subject to noise, error, feedback etc, they are also filtered through opinion leaders, those who interpret media messages first and then relay them back to a bigger audience.
The theory of preferred reading At around the same time Stuart Hall, working at the centre for contemporary cultural studies, at the university of Birmingham, was also developing a critical theory that looked to analyse mass media communication and popular culture as a way of both uncovering the invidious work of the state and big business, as well as looking for ways of subverting that process. Hall was working at a time of great societal upheaval and unrest in the UK and therefore committed to understand the relationship between power, communication, culture and behaviour management.
Hall proposed three positions that could be occupied by individual viewers, determined, more or less on their subject identities: – A dominant position accepts the dominant message. – A negotiated position both accepts and rejects the dominant reading. – An oppositional position rejects the dominant reading.
Qualitative vs Qualitative
Demographic classification – A socio-economic classification developed by the NRS(Nation Readership) – Approximated social grade of six categories a,b,c1,c2,d and e.
Cultural industries – A cultural industry is an economic field concerned with producing, reproducing, storing, and distributing cultural goods and services on industrial and commercial terms.
Exhibition / Consumption- consumption is defined as how your content audience reads, views and/or listens to information.
Commodification – critical view of the media sees the commodities and commodification with two things that connect the object and process.
Diversity – finding ways to make content both physically accessible and visibly diverse.
Innovation – is about change, and media products and services are changing
Media concentration- a process whereby progressively fewer individuals or organizations control increasing shares of the mass media.
Harold Lasswell was the person behind the hypodermic needle theory, which was a model that breaks down the line of communication from point A to point B, in which the SENDER is transferring a MESSAGE, through a MEDIUM (eg Print, radio, TV, etc) that has a direct effect on the RECEIVER.
Two Step Flow of Communication (active consumption)
Paul Lazarfelt developed the Two Step Flow model of communication in 1948, which took account of the way in which mediated messages are not directly injected into the audience, but while also subject to noise, error, feedback. What is significant here is that this theory suggests that the audience are ACTIVE NOT PASSIVE, in that audience consumption is based on consideration of what others think not a PASSIVE process of unthinking.
Cultural industries – Cultural industry refers to the various businesses that produce, distribute, market or sell products that belong categorically in creative arts. Such products could include clothing, decorative material for homes, books, movies, television programs, or music.
Production – Media production means the making of a motion picture, television show, video, commercial, Internet video, or other viewable programming provided to viewers via a movie theater or transmitted through broadcast radio wave, cable, satellite, wireless, or Internet.
Distribution – Content distribution is the process of sharing, publishing, and promoting your content. It’s how you provide your content to your audience members for their consumption through various channels and media formats.
Exhibition / Consumption – The Audience Consumption & Reception refers to the following; • Previous readings of the text (Trailers, Sequels) • Audience shared experience (how they personally relate to the text, narrative or character based on their own personal experiences) • Audience expectations and possibilities.
Media concentration
Conglomerates – A media conglomerate or multimedia group is the one made up of companies among which stand out different media specialized in written content (newspapers, magazines and editorials) and audiovisual content (television, radio, films / series in streaming).
Globalisation (in terms of media ownership) – Globalization has a great influence on the media and further its impact on us. The most visible effect of globalization is wide spread communication. The introduction of newspapers, magazine, internet and TV has immensely helped to spread information and has helped people to come together from all over the world.
Cultural imperialism – Cultural Imperialism- Mass Communication Context. Explanation of Theory: Cultural Imperialism Theory states that Western nations dominate the media around the world which in return has a powerful effect on Third World Cultures by imposing n them Western views and therefore destroying their native cultures.
Vertical Integration – Vertical integration indicates that a media company has absolute monopoly in the production of the matter that go into the making of media products. For example a newspaper publisher may own several hundred areas of forests where the major components of a newspaper namely wood for newsprints cultivated.
Horizontal Integration – Horizontal integration is a business strategy in which one company acquires or merges with another that operates at the same level in an industry. Horizontal integrations help companies grow in size and revenue, expand into new markets, diversify product offerings, and reduce competition.
Mergers – A merger is an agreement that unites two existing companies into one new company. There are several types of mergers and also several reasons why companies complete mergers. Mergers and acquisitions are commonly done to expand a company’s reach, expand into new segments, or gain market share.
Monopolies – A monopoly is a dominant position of an industry or a sector by one company, to the point of excluding all other viable competitors. Monopolies are often discouraged in free-market nations. They are seen as leading to price-gouging and deteriorating quality due to the lack of alternative choices for consumers.
Gatekeepers – Gatekeepers are people or policies acting as a go-between, controlling access from one point to another. They may refuse, control or delay access to services. Alternatively, they may also be used to oversee how work is being done and whether it meets certain standards.
Regulation – Regulation is the act of controlling, or a law, rule or order. An example of a regulation is the control over the sale of tobacco. An example of a regulation is a law that prevents alcohol from being sold in certain places.
Deregulation – Specifically, deregulation of the telecommunications industry pertains to relaxing ownership rules regarding such items as the number of stations a single television or radio owner can possess in a market and whether or not a single corporation can own a newspaper, or television and radio station in the same market.
Free market – free market, an unregulated system of economic exchange, in which taxes, quality controls, quotas, tariffs, and other forms of centralized economic interventions by government either do not exist or are minimal.
Commodification – The commodification of content is carried out by making information on social media an initial source for news production. Audience commodification by using the followers of social media accounts as a source of income.
Convergence – he act of converging and especially moving toward union or uniformity the convergence of the three rivers especially : coordinated movement of the two eyes so that the image of a single point is formed on corresponding retinal areas. 2 : the state or property of being convergent.
Diversity – Diversity refers to heterogeneity of media content according to one or more criteria Media content provided by a market can be diverse because outlets themselves are internally diverse, or because outlets provide different types of content that, combined, create a diverse supply.
Innovation – Media innovation can include change in several aspects of the media landscape – from the development of new media platforms, to new business models, to new ways of producing media texts. There are many ways of conceptualising what kinds of change media in- novation involve.
two step flow communications – PAUL LAZARFELD
What is significant here is that this theory suggests that the audience are ACTIVE NOT PASSIVE, in that audience consumption is based on consideration of what others think not a PASSIVE process of unthinking
Uses and Gratifications (active selection)
Research into this area began with Denis McQuail and Jay Blumler, who in 1969, looked to study the 1964 UK Election. In the early 1970’s they were joined by Elihu Katz, Joseph Brown, Michael Gurevitch and Hadassah Haas.
It is suggested that much of this research was informed by Maslow’s Heirarchy of Needs (1954), which argues that people actively looked to satisfy their needs based on a hierarchy of social and psychological desires. Maslow’s thinking was centred around Humanistic psychology According the web page ‘Humanist Psychology’ (link here) the basic principle behind humanistic psychology is simple and can be reduced to identify the most significant aspect of human existence, which is to attain personal growth and understanding, as ‘only through constant self-improvement and self-understanding can an individual ever be truly happy‘.
Cultural industries – Types of media in which a cultural/creative company produces, distributes and exhibits a product
Production– Making or producing a product
Distribution– Advertising or marketing the product
Exhibition / Consumption-Showing the product/releasing it
Mergers– Combining two or more things into one
Monopolies– When a company owns all the three
Commodification – turning something into an item that can be bought and sold
Regulation– A rule/restriction made by government/authority
Deregulation– When the government restrictions are loosened
Conglomerates– When a business owns a massive group of companies
Vertical Integration– When a company does all 3 production, distribution and consumption
Horizontal Integration– When a company only produces or distributes
1. ‘Hypodermic Needle’ Theory
After the end of WWII, social science researchers began to investigate the way in which communication – and particularly, political communication – was used to disseminate propaganda. As such, from the end of the 1940’s and into the 1950’s, there was not only an expansion of new media forms, for example, the number of TV licences shot up from 763,000 in 1951 to 3.2 million in 1954 (How the Coronation kick-started the love of television), but, there was also an expansion of research into the effects of television. Many of which are now found on the specifications of media studies courses.
Hypodermic model (passive consumption)
Early theoretical work on the relationship (or effects) of media consumption are often traced back to Harold Lasswell, who developed the theoretical tool of ‘content analysis’ and in 1927 wrote Propaganda Technique in the World War which highlighted the brew of ‘subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers . . . knocked them into submission’ (link).
As Martin Moore notes, Lasswell: believed each government had ‘manipulated the mass media in order to justify its actions’ in World War 1 (2019:122).
Two Step Flow of Communication (active consumption)
At the same time Paul Lazarfeld recognised that a simple, linear model may not be sufficiently complex to understanding the relationship between message sent > message received. As such, in 1948 he developed the Two Step Flow model of communication.
As Martin Moore suggests, ‘people’s political views are not, as contemporaries thought, much changed by what they read or heard in the media. Voters were far more influenced by their friends, their families and their colleagues’ (2019:124).
What is significant here is that this theory suggests that the audience are ACTIVE NOT PASSIVE, in that audience consumption is based on consideration of what others think not a PASSIVE process of unthinking
3. Uses and Gratifications (active selection)
The distinction is this approach is rather than categorising the audience as passive consumers of messages, either directly from source, or from opinion leaders, this theory recognises the decision making process of the audience themselves. As Elihu Katz explains the Uses and Gratifications theory diverges from other media effect theories that question: what does media do to people?, to focus on: what do people do with media?
Research into this area began with Denis McQuail and Jay Blumler, who in 1969, looked to study the 1964 UK Election. In the early 1970’s they were joined by Elihu Katz, Joseph Brown, Michael Gurevitch and Hadassah Haas.
In essence, they put forward research to show that individual audience members are more active than had previously been thought and were actually key to the processes of selection, interpretation and feedback. In essence, individuals sought particular pleasures, uses and gratifications from individual media texts, which can be categorised as:
information / education
empathy and identity
social interaction
entertainment
escapism
Or categorised as: diversion, personal relationships, personal identity and surveillance.
It is suggested that much of this research was informed by Maslow’s Heirarchy of Needs (1954), which argues that people actively looked to satisfy their needs based on a hierarchy of social and psychological desires. Maslow’s thinking was centred around Humanistic psychology According the web page ‘Humanist Psychology’ (link here) the basic principle behind humanistic psychology is simple and can be reduced to identify the most significant aspect of human existence, which is to attain personal growth and understanding, as ‘only through constant self-improvement and self-understanding can an individual ever be truly happy‘.
Hesmondhalgh, Cultural industries, media institutions.
Information from the board about audience for you to reflect upon:
Look at the advertising campaigns (trailers, websites at home and abroad) for your chosen CSP TV series and think about how media producers target, attract and potentially construct audiences across local, national and global scales.
This means that different audiences interpretations reflect social, cultural and historical circumstances – which provide an insight into audience similarities and differences across local, national and global audiences.
The production, distribution and exhibition of many television shows how audiences can be reached, both on a national and global scale, through different media technologies and platforms, moving from the national to transnational through broadcast and digital technologies.
Paul Lazarfeld recognised that a simple, linear model may not be sufficiently complex to understanding the relationship between message sent> message received
