Media ownership Questions
What is horizontal and vertical integration in the media industry and can you provide an example?
Horizontal integration - where an organisation develops by buying the competition in the same section of the market for example walt disney who work in the field of animation bought Pixar animation studio's n 2006 for $7.4 billion. This allows media corporations to reach a wider audience
Vertical integration - Where an institution has shares or owns each part of the production and distribution process for example Warner Bros entertainment calls itself a fully integrated broad based entertainment company which film studios and the means to distribute these films. Warner Bros also owns cinema chains to showcase these films in. It allows media organizations to make profit at every stage in the production chain.
What does Melody(1978) believe happens to the 'media market' ?
In 1978 William Melody claimed that as a result of economic conditions or circumstance,
access to the marketplace of ideas is restricted to a privileged few meaning that it is harder for smaller
companies to enter the media market as these larger companies have all the finances and control.
access to the marketplace of ideas is restricted to a privileged few meaning that it is harder for smaller
companies to enter the media market as these larger companies have all the finances and control.
What does Neuman(1991) believe happens to media content? Why is this a problem for audience?
In 1991 Neuman believed hat because of the mass concentration of media concentration this
meant that what most people hear and see in the mass media is uniform in content and
world view meaning that we as an audience only consume a similar perspective on information
and content which poses a problem for audience's as we in a way surrender our own personal ideals and
values to those who have the most power. Furthermore we as an audience loose out on a vast amount of
information and knowledge that isn't presented to us via these powerful conglomerates.
meant that what most people hear and see in the mass media is uniform in content and
world view meaning that we as an audience only consume a similar perspective on information
and content which poses a problem for audience's as we in a way surrender our own personal ideals and
values to those who have the most power. Furthermore we as an audience loose out on a vast amount of
information and knowledge that isn't presented to us via these powerful conglomerates.
What does Sterling think about the level of research?
Sterling believes that the level of research into problems of large conglomerates is too little,
he goes on to suggest that too much is assumed or anecdotal which merely suggests results
from ownership changes meaning that there are little to no stats or figures concerning the
problem most of the evidence is based on stories or assumptions.
he goes on to suggest that too much is assumed or anecdotal which merely suggests results
from ownership changes meaning that there are little to no stats or figures concerning the
problem most of the evidence is based on stories or assumptions.
What does the media reproduce according to Gormery (2000)?
Gormery claimed the "mass media assume an alll encompassing conspiracy by monopolist"
meaning that general everyday values are created by the few who own such monopolies; their
ideas of class inequalities is reproduced via the media, which communicates a fix set of values
which benefit them and protect their jobs.
meaning that general everyday values are created by the few who own such monopolies; their
ideas of class inequalities is reproduced via the media, which communicates a fix set of values
which benefit them and protect their jobs.
The media industry and corporate power form a powerful cartel.What does it do to local cultures (Meier)?
Meier claims that the powerful cartel created by the global interlocking of the media industry and traditional corporate power erodes at local cultures and comunities by only showing a set of values such as consumerism,indiviualism and egoism. This presents these values as the 'common sense view of the world' and hence other cultures which don't fall within these values eventally confrom.
Meier claims that the powerful cartel created by the global interlocking of the media industry and traditional corporate power erodes at local cultures and comunities by only showing a set of values such as consumerism,indiviualism and egoism. This presents these values as the 'common sense view of the world' and hence other cultures which don't fall within these values eventally confrom.
How have media corporations influenced the law? What impact does this have on new businesses entering the market?
According to Bagdikian the largest media giants have achieved success in writing
the media laws and regulations to favor.
the interests of their corporations rather than the interests of the general public.
As a result of this newer business's which wish to enter the market are less likely to be
successful since the much larger business have laws to protect them and can develop more laws to
protect them if they wish.
the media laws and regulations to favor.
the interests of their corporations rather than the interests of the general public.
As a result of this newer business's which wish to enter the market are less likely to be
successful since the much larger business have laws to protect them and can develop more laws to
protect them if they wish.
What issue does convergence pose for media ownership?
Many cross media ownership laws are relaxed with the rise of a liassez-faire ideology
which causes the problem of concentrated ownership worse and larger companies spreading the same messages.
The relaxed cross media laws also prevent smaller business from entering the market since larger business's can
consume without regulation.
which causes the problem of concentrated ownership worse and larger companies spreading the same messages.
The relaxed cross media laws also prevent smaller business from entering the market since larger business's can
consume without regulation.
What does the FCC believe about programme diversity?
The FCC believes that programme diversity was necessary to maximize public service as
it is considered that the greater number of independent broadcasters meant greater chances for
achieving desired diversity in the media
it is considered that the greater number of independent broadcasters meant greater chances for
achieving desired diversity in the media
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