Audience and institutions intro sheet
- 1. Audience and Institutions Topics we will be discussing • The issues raised by media ownership in contemporary media practices; • The importance of cross media convergence and synergy in production, distribution and marketing; • The technologies that have been introduced in recent years at the levels of production, distribution, marketing and exchange; • The significance of proliferation in hardware and content for institutions and audiences; • The importance of technological convergence for institutions and audiences. • The issues raised in the targeting of national and local audiences (specifically, British) by international global institutions; • The ways in which the candidates own experiences of media consumption illustrate wider patterns and trend of audience behaviour. Glossary of terms: Cross media convergence: is the process by which a range of media platforms are integrated within a single piece of media technology. A great example of this would be the iPhone. As it is not just a phone, it is a camera, a music player, a gaming console, a web browser, a palmtop computer and a video camera. Synergy: is the term used to describe a situation where different entities cooperate advantageously for a final outcome. Simply, defined, it means that the whole is greater than the sum of its parts. It is the strategy of synchronising and actively gorging connections between directly related areas of entertainment. New Technologies support this process – web, DVD, downloading. Media institutions exploit various platforms to sell various products related to one film (e.g. film and soundtrack and video games). Symbiosis is the linking up of various companies to make profits from one product. Production: the physical action of creating the product. Distribution: where people can consume the product Exchange: How people get the product. Marketing: How people learn about the product. Proliferation: To increase or spread at a rapid rate.