105mc week 3 “who’s talking to you?”
DESCRIPTION
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? - PowerPoint PPT PresentationTRANSCRIPT
![Page 1: 105MC Week 3 “Who’s talking to you?”](https://reader036.vdocuments.site/reader036/viewer/2022062521/5681668f550346895dda6408/html5/thumbnails/1.jpg)
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?
![Page 2: 105MC Week 3 “Who’s talking to you?”](https://reader036.vdocuments.site/reader036/viewer/2022062521/5681668f550346895dda6408/html5/thumbnails/2.jpg)
Advertisements
• Who is talking to you in this ad?
• Nicole?• Voice-over?• Chanel?• The Advertising
Agency?
![Page 3: 105MC Week 3 “Who’s talking to you?”](https://reader036.vdocuments.site/reader036/viewer/2022062521/5681668f550346895dda6408/html5/thumbnails/3.jpg)
TV Programmes
• The TV Station?• The Production
Company?• The Scriptwriters?• The Director?
![Page 4: 105MC Week 3 “Who’s talking to you?”](https://reader036.vdocuments.site/reader036/viewer/2022062521/5681668f550346895dda6408/html5/thumbnails/4.jpg)
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?
![Page 5: 105MC Week 3 “Who’s talking to you?”](https://reader036.vdocuments.site/reader036/viewer/2022062521/5681668f550346895dda6408/html5/thumbnails/5.jpg)
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
![Page 6: 105MC Week 3 “Who’s talking to you?”](https://reader036.vdocuments.site/reader036/viewer/2022062521/5681668f550346895dda6408/html5/thumbnails/6.jpg)
Media Businesses
• Commerce• Exchange• Profit and Loss
• Even not-for-profit organisations operate within these considerations
![Page 7: 105MC Week 3 “Who’s talking to you?”](https://reader036.vdocuments.site/reader036/viewer/2022062521/5681668f550346895dda6408/html5/thumbnails/7.jpg)
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
![Page 8: 105MC Week 3 “Who’s talking to you?”](https://reader036.vdocuments.site/reader036/viewer/2022062521/5681668f550346895dda6408/html5/thumbnails/8.jpg)
Political Economy of Media
• Power relations in production
• Who pays?• Who profits?,
distribution and consumption of media
![Page 9: 105MC Week 3 “Who’s talking to you?”](https://reader036.vdocuments.site/reader036/viewer/2022062521/5681668f550346895dda6408/html5/thumbnails/9.jpg)
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
![Page 10: 105MC Week 3 “Who’s talking to you?”](https://reader036.vdocuments.site/reader036/viewer/2022062521/5681668f550346895dda6408/html5/thumbnails/10.jpg)
The Downside of Free Markets
• Lots of products aimed at the same consumers
• Lower quality• More of the same• Minority groups
excluded
![Page 11: 105MC Week 3 “Who’s talking to you?”](https://reader036.vdocuments.site/reader036/viewer/2022062521/5681668f550346895dda6408/html5/thumbnails/11.jpg)
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
![Page 12: 105MC Week 3 “Who’s talking to you?”](https://reader036.vdocuments.site/reader036/viewer/2022062521/5681668f550346895dda6408/html5/thumbnails/12.jpg)
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
![Page 13: 105MC Week 3 “Who’s talking to you?”](https://reader036.vdocuments.site/reader036/viewer/2022062521/5681668f550346895dda6408/html5/thumbnails/13.jpg)
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)
![Page 14: 105MC Week 3 “Who’s talking to you?”](https://reader036.vdocuments.site/reader036/viewer/2022062521/5681668f550346895dda6408/html5/thumbnails/14.jpg)
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?
![Page 15: 105MC Week 3 “Who’s talking to you?”](https://reader036.vdocuments.site/reader036/viewer/2022062521/5681668f550346895dda6408/html5/thumbnails/15.jpg)
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
![Page 16: 105MC Week 3 “Who’s talking to you?”](https://reader036.vdocuments.site/reader036/viewer/2022062521/5681668f550346895dda6408/html5/thumbnails/16.jpg)
Production Processes
• David Hesmondhalgh’s taxonomy of media workers– Primary creatives– Technical craft workers– Creative managers– Owners and executives
![Page 17: 105MC Week 3 “Who’s talking to you?”](https://reader036.vdocuments.site/reader036/viewer/2022062521/5681668f550346895dda6408/html5/thumbnails/17.jpg)
Cultures of Production
• How do media workers think and behave?
• Ethnographic studies• Discourse analysis– Espinosa on TV
programming meetings– Barton on advertising
agencies
![Page 18: 105MC Week 3 “Who’s talking to you?”](https://reader036.vdocuments.site/reader036/viewer/2022062521/5681668f550346895dda6408/html5/thumbnails/18.jpg)
What sort of people are media workers?
• Their assumptions• Their beliefs• The context they work
inThe constraints they work
underTheir identity
advertising workers and the cult of creativity
![Page 19: 105MC Week 3 “Who’s talking to you?”](https://reader036.vdocuments.site/reader036/viewer/2022062521/5681668f550346895dda6408/html5/thumbnails/19.jpg)
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)
![Page 20: 105MC Week 3 “Who’s talking to you?”](https://reader036.vdocuments.site/reader036/viewer/2022062521/5681668f550346895dda6408/html5/thumbnails/20.jpg)
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?