The Cultural Industry’s (book) – Tracing the relationship between media workers, media work and media industry.

Most people are deluded to what they think the creative industry is like which is what Hesmond is trying to say which then results in them being vulnerable and exploited by higher ups. He also puts out that most people who succeeds in the industry is people who have connections in the industry.

1. Cultural industries – Most products are consumed when used and have to be bought again, but media products are bought once and continually used – they never wear out
2. Production – The making of a piece of media
3. Distribution – How the piece of media is distributed.
4. Exhibition / Consumption – How the media piece is consumed by the audience
5. Media concentration – The ownership of mass media by a few individuals
6. Conglomerates – A company that owns numerous companies involved in media.
7. Globalisation (in terms of media ownership) – the worldwide integration of media through the cross-cultural exchange of ideas
8. Cultural imperialism – The influences of media on a economically dominant culture and others.
9. Vertical Integration – when a media company owns different businesses in the same chain of production and distribution
10. Horizontal Integration – when a conglomerate uses smaller independent companies to help with marketing, distribution or even the exhibition of a film
11. Mergers – When a media company buys another company
12. Monopolies – When there is an absence of competition in the market. eg. (only one supplier, buying all the shares)
13. Gatekeepers – People who filter information for dissemination.
14. Regulation – Is the process by which a range of specific, often legally binding, tools are applied to media systems and institutions to achieve established policy goals such as pluralism, diversity, competition, and freedom.
15. Deregulation – the process of removing or loosening government restrictions on the ownership of media outlets
16. Free market – Its an economic system based on competition, with little or no government interference.
17. Commodification – The process whereby things are transformed into objects for sale in a capitalist economic system.
18. Convergence – Blending together multiple forms of media.
19. Diversity – Refers to diversity of ideas, viewpoints or options.
20. Innovation – a new method or idea.

The media is broken up into three sectors, production, distribution and consumption. David hesmondhalgh says that the media industry is a “risky business” – Companies minimize the risk of the industry by using horizontal integration which is where conglomerates use smaller companies to help with the distribution of the product which will result in more consumption and then more sales, which add up to more job security. Another way the industry reduces the risk of the business is by creating a monopoly which eliminates all competition by a supplier buying all the shares in the competition and owning everything. This results in all sales coming to you. Another way the media industry reduces the risk is to create a product in the cultural industries which results in the product being bought and bought, for example making a song and then innovating it by making remixes, creating a stable income. Lastly a way of reducing the risk is integrate the product into globalisation by distributing it world wide if the product was suited for that.

-Wrote the book ‘The Cultural Industries’. It’s about the relationship of media workers and media industry

– HESMONDHALGH explores the idea of the vulnerable and precarious nature in the creative industry.

-He also states that young people especially can be seen to desire a career in the creative industry as they are almost promised millions and a celebrity status.

-There is a common misconception about the creative industry since when people consume a type of media, for example film or television, they commonly think that making a film is as entertaining as watching it.

The media industry is a risky business, it’s likely that the taste/opinions of music/film won’t be the same as yours. This is where the ‘Distribution’ process comes into action. For example, if you made a song and wanted it to be sold to the masses because you personally think it’s an amazing song, companies who help with distribution would evaluate the product possibly hold focus groups before investing into your product to get a general grasp of the publics current taste in music.

Production – Distribution – Consumption

• The media industry is reliant on marketing and publicity functions.
• Media businesses are reliant upon changing audience consumption patterns.
• Media products have limited consumption capacity.

This is to make sure that the company won’t lose money. There are however, strategies to reduce risk, one of these ‘strategies’ used by distribution companies is ‘Serialisation’, this is where companies/studios exploit a genre/format of song and/or film that performed well in sales and would make sequels and/or prequels for the sole purpose of making the most money they can out of it. This method in-turn makes it more difficult for a ‘new-star’ to come into light as once companies know what works they may not take a risk with a new format. Once the ‘serialisation’ process is complete, when there has been enough prequels/sequels where the public is starting to lose interest, a strategy called ‘genre-based formatting’ may be used to reduce risk of losing money. ‘genre-based formatting’ is essentially where the same genre/story, that shows to do well, is reused or changed slightly.

wrote a book called the cultural industry’s last published in 2019 his book is about the relation ship about media workers and industry media

hesmondhaulgh talks about the vunerable and the procarious nature of the media career and that people like the youth are lured in with the false promise of fame and wealth and celebrity like status of the media . the difference of tallent and celebrity invokes a compliance of the media managers

there is a visualisation of how the media is a fun place to work where its a creative place for those who are fun and happy but this is an a illusion of where the fantasy meets reality and the reality is the fact that the media corporations is a serious and boring and tedious work.

Hesmondhalgh talks about how the media industry is a risky buisness and that there are many things that make it risky and its all because of three things the:

production: the making of the product the mony and time spent on making things

marketing: the way the product is sold via CDS or vinals as well as the digital copys that are to be distrubuted to the consumers

consumers: the people who buy the product in order to sell and return the profit to the production companys.

Hesmondhalgh says the media industry is a risky buissness. although why is that? the reasons for it being risky is because you could of spent a lot of money on the profuction of the product and it could turn out to be not so great even though you spent so much money and the ditributers dont want to produce something that isnt going to sell. But there are many ways of by passing the idea that its not a good product. the company will use consumption patterns so they will know that it will satisfy customers as well as reliancy upon the marketing and publicity functions/ads

limited timed consumption where the purchase is a one time thing such as music and films and tv this results in one -time reward. there are many things that production companys do in order to get the audience attention and potential sales such as serialsation where the use of sequels and prequels are used in order to maximise audience engagement as well as investments or they use Genre-based formatting labelling media to identify new audience

• The Leveson Study, a study based on the large hacking scandal where the media were paying off governments and hacking the publics personal devices to gather information and stories to create sales and blackmail celebrities.
• At news international ,the police got Leveson involved in the hacking scandal
• The Leveson report was released in November 2012, which examined the culture and ethics of the press and presented proposals for a new body to replace the existing Press Complaints Commission.
• The Leveson inquiry was lead by Sir Brian Leveson, which started in 2011. This was shortly after journalists at Rupert Murdoch’s now unusable News of the World tabloid hacked the phone of a murdered school girl Milly Dowler. A young teenager was murdered and the body was supposedly never found, however when writing stories and gathering info the media, with the polices consent, hacked into the young girls phone and texted her parents to give the false idea that she was still alive, they did this to keep the story going and make more sales.
• The Levenson study was created to reveal all of this corruptness and how the media needs to change, this was 10 years ago and the world has hardly changed.

• Born march 11, 1931
• He was born in melbourne
• he went to Oxford university
• he is worth $17.1 billion
• for his first job he worked as an editor on Lord Beaverbrooks London daily express
• he was an Australian newspaper publisher and media entrepreneur
• He was the son of a famous war correspondent and publisher
• in 1953, his father dies , leaving him to inherit 2 Adelaide newspapers in 1954
• He boosted their circulation by emphasising the problems of crime, sex, scandal, sports and human interest stories.
• Papers were bough in Australia, Britain, and the US by his global media holding company (The news correspondent ltd)
• Murdoch turned failing newspaper, The Adelaide news, into a huge success. After he started the ‘Australian’ which was the first national paper in the country.
• Murdoch became a US Citizen in 1985 in order to be able to expand his market to US television broadcasting.
• In Britain in 1989 Murdoch inaugurated Sky Television.
• The following year Murdoch sought to expand his presence in American television with the launch of Fox News, a news and political commentary channel that became highly influential.
• Murdoch’s media empire includes Fox News, Fox Sports, the Fox Network, The Wall Street Journal, and HarperCollins.
• In the general elections of 1997, 2001 and 2005, Murdoch’s papers were either neutral or supported Labour under Tony Blair
• In July 2011, Murdoch, along with his youngest son James, provided testimony before a British parliamentary committee regarding phone hacking. In the UK, his media empire came under fire, as investigators probed reports of 2011 phone hacking. This was later known as ‘Leveson’, which came to the public eye after a young girl who was murdered had her phone hacked by reporters/journalists in order to make a story. 
• On 15 July, Murdoch attended a private meeting in London with the family of Milly Dowler, where he personally apologized for the hacking of their murdered daughter’s phone. He apologized for the “serious wrongdoing” and titled it “Putting right what’s gone wrong”.
• May 2012 a parliamentary panel tasked with investigating the scandal released a highly critical report, which stated that Rupert “is not a fit person to exercise the stewardship of a major international company” and that he showed “willful blindness” concerning misconduct within his corporation
• In 2015 Murdoch was succeeded as CEO at 21st Century Fox by James.
• In 2017 he agreed to sell most of the holdings of 21st Century Fox to the Disney Company. Two years later the deal closed and was valued at about $71 billion. The hugely profitable Fox News and various other TV channels were excluded from the sale, and they became part of the newly formed Fox Corporation.

Bombshell (2019) is a film based upon the true story of the women at Fox News who set out to expose Roger Ailes for sexual harassment.

Roger Ailes (May 15, 1940 – May 18, 2017) was the ceo of Fox News. He was an American tv executive and media producer, however he resigned from Fox News after allegations of sexual assault from many of his employees.

A news anchor on Fox News, Gretchen Carson, led the allegations agains Roger Ailes, and many other women came forward, such as Megan Kelly, to expose Roger of the countless acts of sexual assault.

The film highlights the misogyny and institutional sexism towards women in the fox industry, much like how racism and homophobia are outlined In other films.

Judith Butler describes gender as “an identity instituted through a stylized repetition of acts”. In other words, it is something learnt through repeated performance.

How useful is this idea in understanding gender is represented in both the Score and Maybelline advertising campaigns?

In this essay I am going to be discussing gender representation in both the maybelinnne advert and the score advert. I will be discussing both adverts in detail. I will argue that the adverts have both positive and negative aspects about them.

Firstly, the Maybelline advert can be shown to represent a positive idea of gender representation. One way in which this is shown is how one of the main characters shown in the advert is a gay male who is representing the mascara in the advert which is putting this idea into peoples head that anyone can wear makeup which is also breaking gender norms and challenging this stereotype that males don’t wear makeup. The advert is radical as normal advert for makeup would have a white female using the makeup, this advert challenges that as it has a gay male using the makeup and representing the product. This representation of sexuality is seen as positive as it helps to enable this idea of anyone being able to use makeup and that makeup doesn’t have a fixed audience or a specific audience and that anyone can use it. It can be seen as a more positive thing as it has representation of a gale male and it shows a more wider range of people that they can actually also use this product and that it is not linked to a specific group of people.

In the Maybelline advert it also has some more positive aspects. For example it shows this idea of the product being luxurious and that anyone who uses it will feel this luxury. The advert presents both characters using the mascara and showing the audience hoe the mascara is applied. It is presented as a rich expensive product as the emphasis on the amount of gold used in the advert to show the expensiveness and high standard of the product as gold connotates to money and power. In the advert it shows both characters going from not having expensive clothes on and being in a average NYC apartment to the transformation of them wearing gold outfits and looking all glammed up after using the product. Presenting this idea to the audience that if you use the product then you will then also feel this luxury. This is positive as it doesn’t target specific people in the advert it shows the product in a positive light as it shows that anybody who uses this product will feel this luxury and that it doesn’t matter what gender you are or sexuality you will feel this luxury.

however, in the Score advert it shows a more negative aspect on gender representation.  In the advert there is a male on a lectica surrounded by females wearing minimal clothing. They are all attractive white people. They are dressed in jungle like clothing surrounded by jungle trees. The clothing they are wearing is short. The people in a are also represented as more of a upper class type people. The male is on a lectica which is linked to richness and power above others. The male is also being carried by a bunch of females representing the fact that he is above them, above all females and everyone else.  the male in the advert is shown to have only had this power after using the product, he is shown to be higher up and more important than everyone else as he is sat on a lectica being carried by females. The advert is also highly sexualised as its shows lots of women surrounding a male who is higher up. All the women are wearing short clothing and the male is presented as highly masculine. The male is presumably a straight male who is enjoying the female attention this has a reactionary representation and  and stays in line with the social stereotype. This is negative as it adds to this idea of men being above women and it has this idea of sexualising the women who are holding the male above them also representing how there male is above them which also adds to the myth that males are above. This also has this idea of the women worshiping this male who has used the product. Furthermore, adding to the sexualising and hierarchy of males being above women as it physically shows the male on a lectica above the women but also connotates to the women holding up the male which has this idea of women not being as equal as males and adds to the myth that males are above women.

however the Maybelline also has some negative aspects about it. One of the characters in it, Manny MUA, is a gay male he is presented in this advert as slightly feminine as he has a high pitched voice and certain ways in which he is presented. This could be perceived as both positive and negative to the representation of sexuality as it represents men in the makeup industry that has been preciously dominated by women. This could be seen as negative as although it des have a male who is using the product the male in it is presented in a more feminine way this can be seen as negative as it presents this idea that you have to be more feminine to use this product and also adds to this myth that heterosexual males cant use makeup. It is more widely accepted that gay males can use makeup and they are more presented as feminine than a straight male for example. if a straight male was to use makeup they may feel more feminine but this advert by having a gay male as the model for this product also adds to the idea of only gay males being able to use makeup.

Furthermore, the score advert can also be seen in a more

• Keith Rupert Murdoch was born on March 11, 1931.
• He was born in Melbourne, Australia.
• He went to Oxford University.
• He is worth $17.1 Billion.
• In 1953, his father dies, leaving him in control of the News Ltd. company in Adelaide, Australia, which he turned into a huge success.
• He was founder of News Corporation, Ltd. which has holdings in cable, film, television, internet, direct broadcast satellite television, sports, publishing and other fields.
• Murdoch’s media empire includes Fox News, Fox Sports, the Fox Network, The Wall Street Journal, and HarperCollins.
• Murdoch is credited for creating the modern tabloid encouraging his newspaper to publish human interest stories focused on controversy, crime, and scandals.
• In 1968, Murdoch entered the British newspaper market with his acquisition of the populist News of the World, followed in 1969 with the purchase of The Sun from IPC.
• Murdoch became a US Citizen in 1985 in order to be able to expand his market to US television broadcasting.
• In 1985 he acquired the Twentieth Century–Fox Film Corporation (later called 20th Century Fox)
• then consolidated both these ventures into a new company Fox Inc, which has since become a major broadcast television network in the United States.
• In Britain in 1989 Murdoch inaugurated Sky Television, 
• The following year Murdoch sought to expand his presence in American television with the launch of Fox News, a news and political commentary channel that became highly influential.
• In July 2011, Murdoch, along with his youngest son James, provided testimony before a British parliamentary committee regarding phone hacking. In the UK, his media empire came under fire, as investigators probed reports of 2011 phone hacking. This was later known as ‘Leveson’, which came to the public eye after a young girl who was murdered had her phone hacked by reporters/journalists in order to make a story. claiming that he had been unaware of the hacking. 
• On 15 July, Murdoch attended a private meeting in London with the family of Milly Dowler, where he personally apologized for the hacking of their murdered daughter’s voicemail by a company he owns. he apologized for the “serious wrongdoing” and titled it “Putting right what’s gone wrong”.
• May 2012 a parliamentary panel tasked with investigating the scandal released a highly critical report, which stated that Rupert “is not a fit person to exercise the stewardship of a major international company” and that he showed “willful blindness” concerning misconduct within his corporation
• In 2015 Murdoch was succeeded as CEO at 21st Century Fox by James.
• In 2017 he agreed to sell most of the holdings of 21st Century Fox to the Disney Company. Two years later the deal closed and was valued at about $71 billion. The hugely profitable Fox News and various other TV channels were excluded from the sale, and they became part of the newly formed Fox Corporation.