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DiMaggio's New Theory

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Brian Altenhofen

on 18 September 2013

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Transcript of DiMaggio's New Theory

DiMaggio's New Theory
What is Mass Society? How does it differ than previous societies?

Two sides of the coin:
competition will determine what the public gets
whatever is offered the public will consume

Why are there some culture producing industries that fit this mass media model and others don't?
Niche market vs. mass market
Peterson and Berge
Recording business
times of rigid homogeneity
times of creative burgeoning

3 assumptions
managers like predictability
consumers what diversity in products
creators have the desire to create

The Economics of Culture
Predictability leads to money
the risk of creativity can be too much

Innovation comes from individuals/small organizations.

Who's going to produce?
Three types of brokerage systems
1. pure brokerage: broker serves management and creators
2. entrepreneurial brokerage: managers abdicate control to broker, who then may abdicate to creatives
3. centralized brokerage: exist in oligarchies; managers exert power over creatives and diversity is minimized
Working in America
3 types of culture working in 'Merica
Mass Culture - the inception of large media products
Class Culture - Less of an oligopoly but still a type of centralized brokerage
Pluralistic Culture - highly creative, open market, diverse in cultural products
Detail 4
2 major dilemmas
1. satisfy the demand for the market to keep out the competition

2. routinize creativity to provide predictibility
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