OCR G322 - Audiences and institutions

L.O: To be able to explore theL.O: To be able to explore the
different media SECTORS.different media SECTORS.
G322 Audiences and Institutions

Sectors:Sectors:
• Image the media is like a school. Inside that
school there are lots of different subjects
• Maths
• English
• Science
• P.E
• These subjects are just different SECTIONS of
the school.
KEY WORDS:
SECTORS: An area or
portion of the media
that is distinct from
others

Sectors:Sectors: KEY WORDS:
SECTORS: An area or
portion of the media
that is distinct from
others
Try and list as many
SECTORS you can
find in the media:
1)
2)
3)
4)

Digital Media Products:Digital Media Products:
• Within each sector there are a range of
different INSTITUTIONS whose role is to
create media products and make money.
T.V Audio Publishing Games
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
KEY WORDS:
INSTITUTIONS:
Institutions are
companies/business
organisations which
provide media content
that will achieve
profitable financial
returns.

Synergy:Synergy: FILM/T.V
AUDIO
PUBLISHING
GAMING
20th Century Fox Television20th Century Fox Television
Nine comic book series have
been published by Bongo
Comics since 1993.
20th Century Fox, Gracie Films,
and Film Roman produced The
Simpsons Movie, an animated film
that was released on July 27, 2007.
The album The Simpsons
Sing the Blues was released
in September 1990 and was
a success, peaking at #3 on
the Billboard 200and
becoming certified 2×
platinum by the Recording
Industry Association of
America.
Numerous video games based
on the show have been
produced. Some of the early
games include Konami's arcade
game The Simpsons (1991)
and Acclaim
Entertainment's The Simpsons:
Bart vs. the Space
Mutants (1991).
KEY WORDS:
SYNERGY: When
media sectors cross over
to another one to help
strengthen their
products.

Synergy:Synergy: KEY WORDS:
Vertical
Integration: This is
where an institution has
shares or owns each part
of the production and
distribution process.
FILM/T.V
AUDIO
PUBLISHING
GAMING
Can you find another example
where synergy has been used in
order to produce a product?
TASK:
In groups research how the institutions behind the following
film products used synergy. Put your findings into a
PowerPoint in order to present your findings.
• Star Wars
• The Inbetweeners
• Batman
• The Incredibles
• Toy Story
• Sex and the City
• Spiderman
• Avengers
KEY WORDS:
Horizontal
Integration: This is
where an institution
buys into units from
different sectors to help
create a profit.

L.O: To be able to present the roleL.O: To be able to present the role
of SYNERGY.of SYNERGY.

STARTER:STARTER:
What SECTORS are the following images from?
FILM GAMING AUDIO

Synergy:Synergy:
Advantages?
EXTENSION:
Can you think of any potential disadvantages to synergy?

Media ConglomeratesMedia Conglomerates (Media ownership):(Media ownership):
Massive multinational media companies who own:
• Film Studios
• TV Stations
• Record Labels
• Magazines
• Newspapers
• Books
• Internet platforms
A conglomerate has a lot of money to
put into film production. They can
also market their film through all of
their subsidiary companies.
This practice is known as SYNERGY.
KEY WORDS:
SYNERGY: When
strengthen their
products.

Companies Owned by News Corporation:Companies Owned by News Corporation:
Magazines
GQ (Az)
Vogue
Love it
Inside Out
Books
HarperCollins
Television, Satellite and Cable
Fox Broadcasting Company (US)
My Network TV (US)
ITV (17.5%)
BSkyB
Premier Media Group (Az 50%)
STAR TV (Asia)
Film Studios
20th
Century Fox
Blue Sky Studios
Regency Television (50%)
Internet
Fox Interactive Media
Myspace
Photobucket
KEY WORDS:
Convergence: The
coming together of
media institutions, or the
merger of formerly
different elements
within one institution.
Newspapers
The Sun
News of the World
The Times
The Sunday Times
Thelondonpaper
New York Post
The Wall Street
Journal
The Australian
Radio
Myspace Records
Radio City (India 20%)
Nashe (Russia 50%)

Examples of Media InstitutionsExamples of Media Institutions::
Research the following institutions. Do they have an
subsidiary companies within their domain? If so what
sectors do they cover?
• BBC
• Time Warner
• MTV
• Disney
• Vivendi Universal
• Emap
• Sony
KEY WORDS:
SYNERGY: When
strengthen their
products.

dangers of MEDIA IMPERIALISM.dangers of MEDIA IMPERIALISM.

Ownership, Control and Competition:Ownership, Control and Competition:
• Ownership is a very important element of institutional theory.
• Ownership equals control and influence (through bias)
• Individuals who own vast media empires are sometimes
referred to as gatekeepers (Rupert Murdoch- sorry, him
again!)
• Commercial gatekeepers loyalty is ultimately to advertisers
NOT their audience
• If only a few people hold a monopoly over a media form (or
through several linked forms) then there is no competition.

Media Imperialism:Media Imperialism:
• As multinational media conglomerates grow
larger and more powerful many believe that it will
become increasingly difficult for small, local
media outlets to survive.
• A new type of imperialism will thus occur, making
many nations subsidiary to the media products of
some of the most powerful countries or
companies.
http://www.youtube.com/watch?v=6gbw6m2hX60

Time Warner:Time Warner:
• Warner Bros in itself is part of an even bigger
conglomerate called Time Warner which is a huge
media conglomerate institution which uses
Horizontal Integration to consolidate its power and
profits.
• Horizontal Integration is where an organisation
develops by buying up competitors in the same
section of the market e.g. one music publisher buys
out other smaller music publishers.

Time Warner:Time Warner:
• Using the Batman product as an example – how has
Time Warner managed to ensure a horizontal
approach of making money?

L.O: To be able to understand theL.O: To be able to understand the
process of creating a product.process of creating a product.
Creative Digital Media Production

Production ProcessProduction Process
ProductionPre- Post-

Production Process:Production Process:
Pre-Production
Production

Post-Production
Distribution

Exhibition

Task:Task:
•You are going to create a Case Study Blog – you will be adding to
this throughout this term and it will be a revision aid for your
exam.
•Go to Wordpress and create a blog with the user name:
AS your name case study.wordpress.com
(ASdeclancasestudy.wordpress.com)
•You are then going to begin researching Time Warner and the
pre-production, production and post-production stages of
creating The Dark Knight Rises. This will include who was involved
during these stages, the initial budget, how much the different
stages cost, was there any synergy or convergence?

Question:Question:
Jan 2012:
What impact does media 0wnership have upon
the range of products available to audiences in
the media area you have studied?

Question:Question:
• ‘Spending a large part of the budget on
the production stages is important if you
want it to be a success’ – Discuss.

DISTRIBUTION stage.DISTRIBUTION stage.

Marketing:Marketing:
Larger conglomerates have the budget to
spend on their marketing campaigns. The
more audiences they can reach the bigger
their potential profit will be.
– Viral
– Cross-media
– Print
– Offline
KEY WORDS:
GLOBALISATION
: the process by which
businesses or other
organizations develop
international influence
or start operating on an
international scale.

Distribution:Distribution:
Playability?
Which countries have more screens to play the film on? How are
they going to ensure that country is interested? What type of lead
up to the film is there to entice the audience?

Task:Task:
Research Time Warner’s distribution
plan and marketing strategies for The
Dark Knight Rises. Also consider how the
different advertising attracts different
audiences age groups. Also think
Globally not just in one country.

Interactivity and Personalisation:Interactivity and Personalisation:
 Interactivity is where the
audience can become
actively involved with the
media product they are
consuming.
 For example, viewers can
use the red button on their
remote control to vote for
their favourite acts on some
programmes or they can live
text a programme to give
their opinions.
 Personalisation allows the
consumer to select their
preferences on their TV’s,
mobile or internet searches.
 This allows us as consumers to
quickly select and consume
our preferred products
However!
 It also allows media producers
to gain an insight into our
consumption preferences, that
data is then used to target us
with similar products.

Question:Question:
• ‘Marketing and Distribution is just as
important as Production and therefore
just as much time and money should be
spent in this stage’ – Discuss.
Essay Writing:
1)Form an argument (for
or against?)
2)Make a point
3)Use evidence/example
4)Explain its importance.
(Write about 4/5
paragraphs emphasising
your argument.)
5) Write a counter-
argument for the other
side.
6) Finish with an over all
point why you are
for/against it.

EXHIBITION stage.EXHIBITION stage.

Technological Convergence:Technological Convergence:
• With the proliferation of technology,
media devices has made the exhibition of
films a lot easy for the audience to obtain.
KEY WORDS:
Technological
Convergence:
means we now have
greater access to media
products and choice
about as and when we
want to consume them.

Exhibition:Exhibition:
– How many cinema screenings? – profit?
– Netlix?
– Lovefilm?
How many different ways are you able to get hold of the film?
How much does this cost? How is this still creating a profit?
Think about technological convergence – how many devices
can you now exhibit it on? How is this beneficial for the
audience? Convenience? Portability? Immediacy?
Is there a downside to this? Piracy? How far would you say
this is an issue for large conglomerate institutions?

Question:Question:
• How important is technological
convergence for institutions and
audiences

relationship between PRODUCERrelationship between PRODUCER
and CONSUMER.and CONSUMER.

Revision - UnderstandingRevision - Understanding
• Look at the key term thought cloud below – using
your own words summarize what each of the terms
are.
End

WHO HAS MORE POWER?WHO HAS MORE POWER?
• We no longer live in a world where different
sectors exist separately.
• The gap between producers and
consumer/audience has got a lot smaller.
INSTITUTION PRODUCT AUDIENCE
They now want to
trigger engagement
They are now
interacters/prosumers
KEY WORDS:
Push/Pull
Media:
https://www.you
https://www.yout

INSTITUTION
PRODUCT
AUDIENCE
convergence
- Mobile
- MP3
- MP4
- Television
- Internet
- Tablets
- Social networking
- Vlogging
- Two Step Flow
- Parody
- technological
advancement.
KEY WORDS:
Two Step Flow:
The term used
when a media
text is consumed
and then talked
of, therefore
creating more
audience
consumers for
the product.
Task:
Using this diagram make note of how
each stage creates power from your
case studies.
https://www.youtube.com/watch?v=vxftjuDbvgU&list=PL5DE4EEFD123ED567&index=2
https://www.youtube.com/watch?v=ImHktwYJDh4

EVALUATION:EVALUATION:
Are films designed to
give the audience what
they want to see?
Are films marketed well
to manipulate the
audience to think that’s
what they want to see?
KEY WORDS:
Uses and
Gratification:
The theory that
audience
members get set
gratifications
from what they
see in the forms
of:
1)Personal
Identity
2)Personal
Relationships
3)Escapism
4)Knowledge
Test screenings in front of a
small audience
Ensuring
they reach
a Global
audience
Uses and
Gratification
Using popular
actors that the
audience want
to see
Two step flow
“Advertising is the art of
arresting the human
intelligence just long
enough to get money
from it.”
Creating a
hype

CONSUMERS ARE MANIPULATED BY FILMCONSUMERS ARE MANIPULATED BY FILM
INSTITUTIONS IN ORDER TO MAKE THEIRINSTITUTIONS IN ORDER TO MAKE THEIR
PRODUCT A SUCCESS – DISCUSSPRODUCT A SUCCESS – DISCUSS
• Make a point FOR this statement.
• Use SPECIFIC evidence from CASE STUDY/EXAMPLE
• Explain the effect of this on the CONSUMER
(Do this twice)
• Make a point AGAINST this statement.
• Use SPECIFIC evidence from CASE STUDY/EXAMPLE
• Explain the effect of this on the PRODUCER
(Do this twice)
CONCLUSION – Your view on the statement.

L.O: To be able to explain the issuesL.O: To be able to explain the issues
raised by MEDIA OWNERSHIP.raised by MEDIA OWNERSHIP.

Issues Raised by Ownership?Issues Raised by Ownership?
Ownership

Issues Raised by Ownership?Issues Raised by Ownership?
Ownership
360 Degree status
Distribution:
• Blanket releases
• Hollywood’s dominance
• Price of producing more prints/reels for cinemas
• Reaching more cinemas.
• Smaller independent
companies trying to
compete.
• British films needing
financial support but
could lose their original
ideas.
The effect on the
audience.

AADMAN V. DREAMWORKSAADMAN V. DREAMWORKS
An example of a British production company having a disagreeing relationship with
their distributor was Aardman productions and Dreamworks. They ended their 5
film distribution deal after just 3 films. The companies converged in 1999,
producing ‘Chicken Run’ Curse of the Were Rabbit’ and ‘Flushed Away’ However
the last two reportedly generated losses, prompting Dreamworks to announce the
split, and explain the couple had “different business goals”.
Spokesman for Aardman, Arthur Sheriff said
“We always knew America would be a hard task for us, we’re a very English
company. We embrace the international market but we think part of our strength is
our English sense of humour, and we want to continue with that”
Unfortunately in this case Aardman productions were dropped by Dreamworks, as
they wanted to move focus on to computer animation, and no longer saw a
demand in stop motion animation pictures. But Aardman productions were no
push overs and although they were being supported by Dreamworks financially,
they didn’t want to make a leap into CGI, and ruin what they had become leaders
in creating.

WHAT ISSUES ARE RAISED BYWHAT ISSUES ARE RAISED BY
MEDIA OWNERSHIP?MEDIA OWNERSHIP?
INTRODUCTION:
• What is media ownership?
• Who is your media conglomerate and what does it own?
• Explain how your conglomerate uses a 360 degree status
10 minutes

INTRODUCTION:
PARAGRAPH ONE:
• More ownership lead to a wider range of synergising and cross-promotion – provide
evidence of how your conglomerate did this.

INTRODUCTION:
PARAGRAPH ONE:
• More ownership lead to a wider range of synergising and cross-promotion – provide
evidence of how your conglomerate did this.
PARAGRAPH TWO/THREE:
• Discuss distribution in cinemas – Hollywood films are prioritised – why?
– Film reel prints are expensive – major
companies can afford more.
– Distributed in more screenings (example)

PARAGRAPH FOUR:
• British films are limited to a small audience – larger conglomerates
can target a larger audience (Globalisation). (Why did the
Inbetweeners struggle in America?)
• British films tend to need financial support from America which
could manipulate the original idea – can you find an example of
this? The Boat That Rocked
• British and American companies not having the same vision.

PARAGRAPH FOUR:
can target a larger audience. (Why did the Inbetweeners struggle in
America?)
PARAGRAPH FIVE:
• What effect does this have on the audience? –
Hegemony/Cultivation theory
PARAGRAPH FOUR:
can target a larger audience (Globalisation). (Why did the
Inbetweeners struggle in America?)

importance of CROSS-MEDIAimportance of CROSS-MEDIA
CONVERGENCE.CONVERGENCE.

What is Cross Media Convergence:What is Cross Media Convergence:
• Describes the way in which industries produce
and distribute (show and sell) texts across
several media. For example how do the film
industry promote films on TV? Radio?
Magazine.
KEY POINT:
The film industry is an industry which utilises convergence on a grand scale. Blockbuster films
often become 360 degree products, since major distributors like Warner, 20th
Century Fox
have enough money to fund multimillion dollar campaigns. Avatar is an example of a film that
was subject to 360 degree promotion in that the films distributor ensured the film was
promoted.

Types of Marketing:Types of Marketing:
ABOVE THE LINE AND BELOW THE LINE
In a nutshell, while ATL communications use media that are
broadcast and published to mass audiences, BTL
communication use media that are more niche focused.
While both ATL and BTL communications can be used to either
build brand awareness or drive sales through specific offers
(promotions), it is BTL interaction that gives the marketer the
ability to tailor their messaging in a more personal manner to
the audience.

Avatar Case Study:Avatar Case Study:

Task:Task:
• Find specific example of how Batman/Frozen
and The Inbetweeners used Cross-media
convergence to promote their film.
• Try to find examples of ATL and BTL.
• Put your findings and examples in a
PowerPoint to be uploaded onto your blogs.

L.O: To be able to explore the impactL.O: To be able to explore the impact
of DIGITAL TECHNOLOGY.of DIGITAL TECHNOLOGY.

Digital Technology:Digital Technology:
Digital technology is currently revolutionising
production, distribution, exhibition and
consumption of film. Films are now cheaper and
easier to make, cheaper to distribute and the
film watching experience is being enhanced by
digital cinemas (known as D-CinemasD-Cinemas).
You need to know how production, distribution
and exhibition is being changed by digital
technology.

Digital Technology:Digital Technology:
ProductionProduction DistributionDistribution ExhibitionExhibition
Task:Task:
Use the hand out to research the impact of digital
technology in the three stages. Make connections to
your own case studies as well.
Task:Task:
Use the hand out to research the impact of digital
technology in the three stages. Make connections to
your own case studies as well.

L.O: To be able to explore issuesL.O: To be able to explore issues
facing audiences and institutions.facing audiences and institutions.

Explain the effectsExplain the effects
Examples from Case-StudyExamples from Case-Study
Issues raised by
media ownership
Issues raised by
media ownership
360 Degree status
For example Frozen knocked
Beyoncé out of the No. 1
spot on the Billboard 200
album-sales chart. Frozen
was also promoted heavily at
several Disney theme parks.
Disneyland and Epcot both
offered meet-and-greet
sessions involving the film's
two main characters, Anna
and Elsa. On November 6,
2013, Disney Consumer
Products began releasing a
line of toys and other
merchandise relating to the
film in Disney Store and
other retailers.
Disney has a budget of $150 million which
meant that a large proportion could be spend
on the marketing and distributing of the
product. This meant that a push strategy was
used to the consumer was constantly being
fed Frozen promotional offers. Aimed at a
wide audience including both children and
adults meant that they globalise their
product and make a larger profit. Even after
the films release that profit made was
enough to keep the media hype on the film
and continue to promote the film beyond
exhibition stage. This causes a problem for
smaller institutions as they can not afford to
do this. The Inbetweeners budget ran out
before they even got to the marketing stage
which meant they had to rely on loyal
audience members to promote it for them
through social media. They were less
successful at globalising their product
because they didn’t have enough platforms
to do this like Disney did.

L.O: To be able to explore how institutionsL.O: To be able to explore how institutions
target local and global audiences.target local and global audiences.

Local and Global Audiences:Local and Global Audiences:
• THE CAST – Hollywood actors tend to have
more global appeal that actors from other
countries.
• THE DIRECTOR – big name directors help to
sell the film to a global audience, especially if
they have had a global hit before.
• THE IDEA OF THE FILM – will the idea of the
film be something that people from a variety
of cultures can relate to or people from a
specific culture?

Comparing your Conglomerate toComparing your Conglomerate to
your independent:your independent:
Conglomerate (Disney/Time
Warner)
The Inbetweeners
Cast • Who are the main actors?
• What have the been in before?
• How successful are they?
Global/local?
Director • Who directed the film.
• What else have they done?
• How well known are they?
Idea • Who does it appeal to?
• How does it appeal to them?

Distribution – Local vs GlobalDistribution – Local vs Global
• A distribution campaign is based on whether the film has
global or local appeal. A film with local appeal may have an
understated promotional campaign, so you will see it
advertised in the local press, on radio and on local news
programmes.
• The films distribution budget will not be as big as the
distribution budget for a global film.
• This is because a film with local appeal will draw much
smaller audiences than a film with global appeal, so because
local films will not make as much money as films with global
appeal, distribution companies will not be willing to spend a
fortune on promoting a film if they are not going to make a
profit from box office sales.
TASK:
What platforms
did the
Inbetweeners
movie use to
promote the
film?
Think about who
their target
audience was
and how they
specifically
reached them.

Successful British InstitutionsSuccessful British Institutions

Film production Large international
conglomerates
A large variety of
audience
members rather
than a niche.

INTRODUCTION:
• What are global institutions – (ownership/gate-keepers/imperialism)
• Why do they tend to dominate the film industry?
• Do you agree/disagree with this statement? Why?
10 minutes

PARAGRAPH ONE:
• How do global institutions tend to reach global audiences? (think cast/director/film idea).
• Use your case studies for examples.
• Think about budgets – how much did your conglomerate spend on production?
• Why do smaller independent institutions struggle to reach global audiences in terms of
their production? – think about Inbetweeners and their lack of success in USA.
INTRODUCTION:
• Do you agree with this statement? Why?

PARAGRAPH TWO:
•How do conglomerates reach more audiences with their distribution and
marketing? Budget?
•How do smaller institutions compete?
PARAGRAPH ONE:
• How do global institutions tend to reach global audiences? (think cast/director/film idea).
• Use your case studies for examples.
• Think about budgets – how much did your conglomerate spend on production?
• Why do smaller independent institutions struggle to reach global audiences in terms of
their production? – think about Inbetweeners and their lack of success in USA.
INTRODUCTION:
• Do you agree/disagree with this statement? Why?

PARAGRAPH THREE:
• Counter-argument – discuss how British independent films have
still been a success to a global audience. (Four Funerals and a
Wedding/Bridget Jones – that did they do to create a successful
outcome?)

PARAGRAPH FOUR:
• Think about exhibition – how do they reach a larger audience?
(Cinema screenings/ expensive reels).
PARAGRAPH THREE:
outcome?)

PARAGRAPH FOUR:
• Think about exhibition – how do they reach a larger audience?
(Cinema screenings/ expensive reels).
PARAGRAPH THREE:
outcome?)
CONCLUSION:
•Final statement - Although there are examples where smaller institutions have
become successful, why do you think the global institutions still dominate?

To what extent does digital
distribution affect the marketing and
consumption of media products in the
media area you have studied?
How far.....How much.....How far.....How much.....
DVD
Blu Ray
Netflix – Streaming
IMAX Cinemas
Accessibility/Immediacy
DVD
Blu Ray
Netflix – Streaming
IMAX Cinemas
Accessibility/Immediacy
Synergy/cross media promotion.
Selling the product
Interacting with the audience
Synergy/cross media promotion.
Selling the product
Interacting with the audience
National/global audiences.
Consumer patterns –
individually/group? Cinema?
Two step flow?
National/global audiences.
Consumer patterns –
individually/group? Cinema?
Two step flow?
Positive/negative (piracy?)Positive/negative (piracy?)

OCR G322 - Audiences and institutions

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OCR G322 - Audiences and institutions