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Industries: Ownership and control blog task

Industries: Ownership and control blog task



Media conglomerate research

I partially agree that governments should prevent media conglomerates from becoming too dominant. This is because if one media conglomerate becomes extremely powerful, to the extent where they're taking over other conglomerates, then they would have the power to implement their political/societal beliefs onto millions of viewers. 



Two Key Concepts: The Relationship Between Audience and Institution.


The production process provides audiences with content that they desire, it also needs to provide audiences with gratifications. The promotion process researches the target audience that the media product is designed for. In this stage, advertising and marketing strategies are used to persuade the specific audience to engage with the media product. The distribution process uses methods that get the product to the audience in the most efficient way so that it is easily accessible 


Funding models for media institutions:


  • BBC received there fund through the licence fee that is implemented on all viewers of TV
  • ITV relies on funds generated through advertisers 
  • Sky One receives there income through audiences subscriptions to Sky. 
  • The MailOnline receives more income the longer a reader stays on the site,



The author of the article describes Disney as a family-friendly brand that focuses on children’s entertainment and is well known for its animation. Additionally, it is mentioned that Disney has built its own universe through merchandising and branded products. The author then acknowledges how Disney makes additional profit and recognition from multiple Disney lands and the Disney princess franchise. 


The author also mentions Marvel. Marvel inextricably associated with the superhero genre. They state that this is because of Marvel's well-known comics. The author suggests that Marvel reinforce mainstream

values around duty, sacrifice, personal responsibility. Similarly to Disney, the Marvel brand constructs a familiar and reassuring expectation for the audience.


Audiences now have more freedom to access media products when they choose, rather than when they are told. This results in some companies investing in 3D technology to intense audiences to view movies. Similarly, some production companies, such as the BBC, are reconsidering its funding structure now on-demand viewing is becoming more popular.


Due to the new digital age, there has been an increase in technology companies becoming, major media institutions. Here are a few examples: 


  • Google now owns YouTube
  • Amazon, Netflix and Yahoo now create, produce and ‘broadcast’ their own TV shows.
  • Facebook has bought the virtual reality technology Oculus Rift


I believe that some traditional media institutions are struggling to survive such as TV broadcasters. This is because the rise of digital media has resulted in fewer people watching TV live and engaging in media products online. However, not all media institutions are struggling. A lot are adapting to new technology and are still receiving an engaging audience. 


Vertical Integration is when a Media Company owns different businesses in the same chain of production and distribution. This will help media companies survive and thrive in a rapidly changing media landscape. This is because media companies will have the ability to distribute products in all forms of media outlets; such as TV, Online, Film. This means that they will not be greatly affected by the adapting media landscape, 


I believe that audiences will have an increasing amount of power in terms of the audience-institution relationship. This is because there is evidence of that already happening. Due to the change in the way that audiences engage with media, institutions are changing the way they promote/distribute media. It is obvious that audiences will gain an increasing amount of power. 


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