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MDIA1002 Introduction to Media 2014: Lecture 10
Transcript of MDIA1002 Introduction to Media 2014: Lecture 10
MDIA1002 Introduction to Media:
‘To understand the true complexity of technological convergence we must improve our understanding of the interrelationship among many different technologies and media environments’ (Verhulst and Price 2009: 134).
Sustaining media industries,
Sustaining media studies
David Hesmondhalgh (Topic 10 required reading) argues that we cannot take it for granted that
digital media industries in developed, liberal democracies like our own will always continue to produce the information and communication goods and services that we rely on to nourish our cultural, social, political and economic lives.
What new ways of producing and distributing media have arisen to complement or replace older media?
What is it that defines these as genuinely ‘new’ media and ‘new’ media industries?
David Hesmondhalgh's Diagnosis
Media Industry Problems
Creativity versus commerce
Audience and consumer demand cannot be accurately predicted
What sells does not necessarily match highest critical standards
Content production bears risk, whilst distribution brings reward
High production costs versus low reproduction costs
Need to create artificial scarcity
David Hesmondhalgh's Diagnosis
Media Industry Responses
'Symbolic creativity...has been a more or less permanent presence in human history, but its management and circulation have taken radically different forms in different societies' (Hesmondhalgh 2007, p.5).
Responses are based on conditions inherent in our particular media ecology
Responses create a feedback loop that ameliorates problems BUT changes conditions
'Talent' is given freedom, whilst very tight constraints exerted over distribution and marketing
'Misses' offset by building large content portfolio
Horizontal and vertical integration, plus internationalisation and multi-media integration create economies of scale
Vertical integration allows for control over distribution
Stars, genres and serials remain the foundation of media content profitability
Media Studies as a discipline often has an ambivalent relationship to the industry. We work both above and below the line!
We want you to be able to do the same!
Mind the Gap!
Immediate need; 'Day-to-day' problem solving and decision making
Visionary changes that alter the fundamental conditions of the industry
Verhulst, S. and Price, M.E. (2009). ‘Comparative media law and policy: opportunities and challenges,’ in D.K. Thussu (ed.)
Internationalizing Media Studies
. London: Routledge, 131-46.
Despite often appearing to be pervasive and all encompassing features of our way of life, media content remains peculiarly susceptible to dramatic changes because of fundamental characteristics of production that pertain in our capitalist, market-based political-economy.
Some typical ...