Hesmondhalgh - Applied To Stranger Things

Question 1

Hesmondhalgh believes media industries are dominated by a small number of media conglomerates.
Evidence for/Evidence against.

Answer 1

For: However Netflix domination of the streaming services market has produced the same effects. (Industry giant)

Against: Netflix success challenges the dominance of media conglomerates.

Netflix offers diversity and innovative products which has resulted in a shift in consumer behaviour. This shift
has disrupted the norms of TV and legacy of TV companies ultimately pushing them to rethink their strategies.

Question 2

Hesmondhalgh believes media companies utilise specific formulaic strategies such as use of star power, genre formatting narratives minimise risks and maximise risks. For/against

Answer 2

For:
Genre- Use of hybrid genres (sci-fi horror)
Star power- Mathew Modine/ Winona Ryder (iconic cult classics of the 80s)
Narratives- Influence of pop films, narratives and characters (ET/Firestarter)

Against: Main casts were not house hold names and selected for their talented to meet the Duffers Vision. So ST is more concerned with creativity rather than profit and are willing to take risks.

Question 3

Hesmondhalgh believes media companies utilise horizontal integrations to minimise risks and maximise profits.

Answer 3

Netflix have acquired many services and companies interested in video distribution.

Brought out Animoca Brands (Video game developers) another attempt at diversification. A strategy to compete with perceived threat of gaming industry but also keep subscribes engaged between seasons of their fav shows. (ST= adapted into 2 games)

Question 4

Hesmondhalgh believes media companies vertically integrate to minimise risks and maximise profits .

Answer 4

Netflix has introduced their own original TV programmes demonstrates VI. Which ST is an example of.

Production subsidiaries don’t need to pay distributors to stream their products (thus capturing downstream profits)

Distributor subsidiaries don’t need to pay external providers for media content. Capturing upstream profits.

Question 5

Hesmondhalgh believes media industries control the release schedules of products. For/against

Answer 5

For: Netflix original shows are typically released globally at 12AM Pacific Time.
Against: Netflix argues they do not have a set schedule and they are always adding new titles for members to enjoy.

Limited view- Netflix instead using Digital Rights Management an encryptedstreaming technology.

Question 6

Hesmondhalgh believes media industries use detailed marketing campaigns to minimise risks and maximise profits.

Answer 6

Above the line: Major chat show appearances. Synergetic partnerships with Hasbro Gaming. Superbowl ADs

Below the line: Social media. Fake news reports of Barb. Twitch partnerships/Comic-Con appearances

Guerrilla: Fake Billboards of the Hawkins Power and Light company.