Industries: Ownership and control

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 Media conglomerate research


1) Type up your research notes from the lesson - what did you find out about your allocated media conglomerate?

media conglomerate name: 21st century fox

Conglomerate ownership: Hulu

Vertical + Horizontal integration: Fox family, Fox stage production

Synergy + Convergence: Fox can be seen on electronic devices. They use each of their sub sections to promote themselves. 

Diversification: They have news, entertainment. 

Cross-media regulation: Attempted to merge with sky. 

2) Do you agree that governments should prevent media conglomerates from becoming too dominant? Write an argument that looks at both sides of this debate.

I somewhat agree as media conglomerates that my portray negative/controversial views or values should be limited in how dominant they could be as the may have influence on people however if the media conglomerate portrays positive messages then it is fine and they should not be limited. 

Media Magazine reading and questions

Media Magazine 52 has a good feature on the changing relationship between audiences and institutions in the digital age. Go to our Media Magazine archive, click on MM52 and scroll to page 9 to read the article 'Two Key Concepts: The Relationship Between Audience and Institution'.

1) Briefly describe the production, promotion and distribution process for media companies.

production - The production process provides audiences with the media product they want. It needs to consider the audience’s desires and should provide the gratifications the audience expects.

promotion - The promotion process researches and identifies the target audience for the product, and uses advertising and marketing strategies to inform and persuade them of the value of the media product.

distribution - The distribution process uses the most appropriate methods for getting the product to the audience and making it as easy as possible for them to access it.

2) What are the different funding models for media institutions?

- Licence fee paid by the public.
- Sales of DVDs, magazines, merchandising and
other BBC products.
- Sales of programmes and formats to other broadcasters.
- ITV Fees paid by advertisers buying advertising space
on the channel.
- Programme sponsorship.
- Sale of its programmes and formats to
other broadcasters.
- Sky One Income is generated by subscription fees and
advertising revenue.
- Sony Sales of hardware such as PS4.
- Sales of games and associated merchandising.
- Advertising and sales via online community.
- Sales of music.
- Film sales.
- Licensing of music (for advertising, gaming, film
soundtracks etc.).
- Profits from online games and standalone
gaming products.
- The MailOnline Sale of advertising space.
- Advertorial features.
- Sponsorship.

3) The article gives a lot of examples of major media brands and companies. Choose three examples from the article and summarise what the writer is saying about each of them. 

- Disney is known as a family-friendly brand that focuses on children’s entertainment. It has built on its original reputation for animation, created early in the 20th century, through the construction of a ‘universe’ of merchandising and branded products, including Disneyland and the Disney Princess franchise. Parents can feel reassured that a Disney product will provide a wholesome form of entertainment appropriate for children. Disney has used a number of now iconic logos (the dream castle, Walt Disney’s signature, Mickey’s ears) to allow brand recognition across all their products.

- Marvel is inextricably associated with the superhero genre as the film production studio developed from its hugely popular original comic book publications. Marvel superhero films may well contain lots of violence; but they will also reinforce mainstream values around duty, sacrifice, personal responsibility and the need for the strong to protect the weak. Like Disney, the Marvel brand constructs a familiar and reassuring expectation for the audience.

- In the mid 2000s, Spotify offered an online music service in an attempt to counter free download culture. People could either enjoy free music with ads, for a limited time, or pay a monthly subscription and get access to music without ads.

4) What examples are provided of the new business models media companies have had to adopt due to changes in technology and distribution?

The movie industry has invested large sums of money into 3D technology to encourage audiences.

5) Re-read the section on 'The Future'. What examples are discussed of technology companies becoming major media institutions?

Google now owns YouTube and has become a major tech leader.

6) Do you agree with the view that traditional media institutions are struggling to survive?

Yes

7) How might diversification or vertical integration help companies to survive and thrive in a rapidly changing media landscape? 

Increased profit and appeals to more target audience/markets.

8) How do YOU see the relationship between audience and institution in the future? Will audiences gain increasing power or will the major global media conglomerates maintain their control?


Major media conglomerates will gain complete control.

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