Hesmondhalgh (cultural Industries)

Question 1

Summarise the main ideas of Hemonhalgh’s ideas

Answer 1

Media industries are dominated by a small number of conglomerates. Media is a high risk business so companies use a number of practices to minimise risk and maximise profits.
1. Horizontal integration
2. Vertical integration
3. Working across various media platforms and media technologies.
4. Focus on popular genres, formats, stars
5. Control release schedule of products
6. Detailed marketing campaign

Question 2

Name 1 practices that companies use to maximise profits and minimise risks according to Hesmonhalgh?

Answer 2

Horizontal Integration: When a company buys out/owns multiple companies within the same industry to take out its competition and create similar products. Which makes the company more powerful, resources and products.

Question 3

Name a 2nd practice that companies use to maximise profits and minimise risks according to Hesmonhalgh?

Answer 3

Vertical integration: when a company owns various stages of the production stages. Allows the company to capture upstream and downstream profits.

Question 4

Name a 3rd practice that companies use to maximise profits and minimise risks according to Hesmonhalgh?

Answer 4

Work across a variety of media platforms and media technologies.
Diversifying into different areas of media ensures the products will be seen globally.

Question 5

Name a 4th practice that companies use to maximise profits and minimise risks according to Hesmonhalgh?

Answer 5

Focus on popular formatting strategies (genres, narratives and star power)
Star power- captures ready made audiences
Genre based formatting- pre promise audience satisfaction

(Remakes/serialisation/spin-offs: recycling archived material that’s generated profit/re capture audiences/risk free formula)

Question 6

Name a 5th practice that companies use to maximise profits and minimise risks according to Hesmonhalgh?

Answer 6

Media companies will either
1. Publish products at the same time across different countries to lower pirating risks (profit loss)
2. Hold back the release of products to make the product seem rare/scare
3. Create a specific strategy that targets specific audiences

Question 7

Name a 6th practice that companies use to maximise profits and minimise risks according to Hesmonhalgh?

Answer 7

Media companies will use a variety of marketing techniques to ensure audiences see the product across various diff media platforms to create publicity.

(Below/above the line marketing)

Question 8

Media synergy (synergetic partnership)

Answer 8

Working with another company to create a product that benefits both companies(toy story happy meals)

Question 9

Diversification

Answer 9

When companies branch into different media forms to increase their success/ audiences reach

Question 10

Above the line marketing

Answer 10

Untargeted, massive campaigns used to raise brands awareness.
(TV/Radio/Billboards)

Question 11

Below the line marketing

Answer 11

Smaller, highly targeted ads directed at potential consumers.

(Social media/sponsorships/events)

Question 12

Advantages of vertical integration

Answer 12

Capturing upstream profits: Distributor subdivisions don’t need to pay external providers.

Capturing downstream profits: production subsidiaries don’t need to pay distributors to stream their products.

Cross media ownership synergies: Enables conglomerates to distribute products across a range of diff media forms

Question 13

Horizontal integration advantages

Answer 13

Minimised production costs: Products can be brought in bulk.
Sharing resources:
Controlling the market: