MI: The Culture Industry - Hesmondhalgh

Question 1

Difficulties of media businesses

Answer 1

• Relient upon changing audience consumption patterns
• Relient on marketing and publicity functions
  -Media products have limited consumption capacity

Question 2

The ways in which media organisations expand

Answer 2

• Horizontal intergration

-Vertical integration

• Multi-sector integration: buying companies across the culture industry allows for further cross-promotion opportunities and the deployment of brands across media platforms

Question 3

Formatting strangles used by the media industry

Answer 3

• Star formatting
• Genre-based formatting
• Serialisation (sequels)
• Remakes
• Conglomerates delegate their products to independents to make them seem more authentic

Question 4

Creative business managers

Answer 4

Those workers who look after the marketing, distribution and financing of media products

Question 5

Creative symbol makers

Answer 5

Suggests that those worker who create media products (scriptwriters, directors) are the media’s creative symbol makers.

Traditionally, creatives were given lots of freedom in the media industry.

Arguably creative decision making has been sidelined in favour of a business orientated approach

Question 6

Genre formatting

Answer 6

Promoting products using genre formatting helps audiences o understand the narrative satisfactions that a product can offer prior to consumption

Question 7

Internationalisation

Answer 7

Refers to strategies adopted by media makers to maximise their profits and audience reach using global distribution

Question 8

Serialisation

Answer 8

Enables producers to reduce risk by construction products that have an established audience

Question 9

Star formatting

Answer 9

The foregrounding of star power (auteur effect) in products and promotional material to generate audience interest