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105MC Week 3 “Who’s talking to you?”

105MC Week 3 “Who’s talking to you?”. Who are “The Media”? What do you consume? Who makes it? Who sells it to you? How do they make their money?. Advertisements. Who is talking to you in this ad ? Nicole? Voice-over? Chanel? The Advertising Agency?. TV Programmes. The TV Station?

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105MC Week 3 “Who’s talking to you?”

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  1. 105MC Week 3“Who’s talking to you?” • Who are “The Media”? • What do you consume? • Who makes it? • Who sells it to you? • How do they make their money?

  2. Advertisements • Who is talking to you in this ad? • Nicole? • Voice-over? • Chanel? • The Advertising Agency?

  3. TV Programmes • The TV Station? • The Production Company? • The Scriptwriters? • The Director?

  4. Why does media content get made? • For pleasure (YouTube) • As a piece of creative art • For money? • Which of these do you think is responsible for most media production?

  5. How do media companies make their money? • Sales (music, books) • Subscription (Some TV eg the Arts Channel • Indirect state funding – licence fee (BBC) • Direct state funding • Advertising

  6. Media Businesses • Commerce • Exchange • Profit and Loss • Even not-for-profit organisations operate within these considerations

  7. Approaches to understanding Media Organisations • Political Economy • Media in context of • Political structures • Economics • Organisational Study • How the organisations work • Workplace Ethnography • The culture of media workers • Professionalism, creativity, skill

  8. Political Economy of Media • Power relations in production • Who pays? • Who profits?, distribution and consumption of media

  9. Media and “Free Markets” • Competition • Should ensure variety and innovation • Choice • Supply and demand keep prices low • Successful ideas are copied • Good innovations become successful

  10. The Downside of Free Markets • Lots of products aimed at the same consumers • Lower quality • More of the same • Minority groups excluded

  11. Audience as Commodity • Is advertising-funded content free to consumers? • The advertiser pays • The advertiser id buying the attention of the viewer • The “consumer” is actually the product

  12. The Hotelling Effect • Profit maximising leads to concentration on the mainstream and the centre • Minorities are excluded unless they are targeted by public service organisations or niche providers • Compare with contemporary electoral politics

  13. Risk and Uncertainty • Investors don’t want risk so they favour old ideas over new ones • Big organisations make low risk decisions • Mergers and monopolies • Independent producers – market created by legislation (separate production from distribution)

  14. Organisational Studies • How are media businesses organised? • Map out the different divisions, groups, roles, activities within the organisation • Who controls whom? • Who does what? • Who’s in charge?

  15. Raymond Williams’s 3 eras of cultural production • 1 the era of patronage • Pre-industrial • Working for the rich and powerful • 2 the era of market production • 19th Century • The Art Market • Beginnings of mass market • 3 the era of corporate production • 20th Century • Large scale production needs large organisations

  16. Production Processes • David Hesmondhalgh’s taxonomy of media workers • Primary creatives • Technical craft workers • Creative managers • Owners and executives

  17. Cultures of Production • How do media workers think and behave? • Ethnographic studies • Discourse analysis • Espinosa on TV programming meetings • Barton on advertising agencies

  18. What sort of people are media workers? • Their assumptions • Their beliefs • The context they work in The constraints they work under Their identity advertising workers and the cult of creativity

  19. The digital world and the end of scarcity • Anyone can publish anything • Anything can be accessed anytime, on demand • Piracy and downloading – is everything free now? • Why will anyone make anything if they can’t make money? • Will we all be “famous for 15 minutes” (Warhol)

  20. Research task: who owns that stuff? • In research groups – take one item from one of your media diaries and find out • What is the name of the company that produced it? • Is it a major or an independent? • Who owns the company? • What other companies do they own? • What is the turnover of the company? • How do they make their money? • How does this affect what they do? • Is anyone overseeing what they do? • How effective is that control?

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