Cross-media content Flashcards
1
Q
Cross-media content
A
content relating to one media text that is released across different media platforms
2
Q
vertical integration
A
controlling all stages of a film making process
3
Q
horizontal integration
A
being in control of companies in other media areas
4
Q
benefit of vertical integration
A
maximises profit
5
Q
benefit of horizontal integration
A
maximises recognition of media product
6
Q
Active audience
A
intercepts and responds to a media text in different ways and challenges the idea encoded in it
7
Q
passive audience
A
accepts the messages encoded in media text without challenge, more likely to be directly affected by messages
