Terms Flashcards
(24 cards)
Synergy
Process through which a series of media products derived from same text is promoted in and through each other or genres
ex.
Movie trailer posted on social media
A related article appears in a magazine
A game adaptation is released on multiple platforms
ALL PROMOTING THE SAME STORY
Convergence
Coming together of media technologies
ex.
Smartphones combining features of multiple devices (apps, camera, watch)
Cross Media Convergence
Presence of media across a number of platforms
ex. New York Times
- Podcast
- Documentary
- Newspaper
- Social Media
Vertical Integration
When a company buys out/takes over a company that does a different park of the production process as them. Saves company $$$ long term + creative
ex.
BBC (news channel) bought companies that did these…
- Radio Channel
- Online websites
- Books
Horizontal Integration
When a company buys out/takes over a company that does the same part of the production process as them.
ex.
Disney + buying MARVEL, PIXAR, National Geographic’s, All film making companies
Diversification
When a company branches out into another area other than their original industry
ex.
Warner Bros. Pictures -> Warner Bros. Games -> Warner Bros. TV
Conglomerate
Large parent company that owns range of smaller companies
ex.
Disney+
Subsidiary
Smaller company owned by a parent company
ex.
Marvel
Oligopoly
When a market is dominated by a small number
Disintermediation
The removal of intermediaries in the supply chain, allowing producers to reach audiences directly
ex.
Soundcloud rappers posting
TikTok
YouTube
Exhibition
Where and how a product is displayed or made available to audiences
Monetization strategies
The ways producers generate revenue through ads, subscriptions, or paywalls
Viral marketing
Audience-driven sharing that rapidly spreads content online
Active audience
Viewers who engage, interact, or produce content
Passive audience
Viewers who consume content without interaction
Prosumer
Audience members who both consume and produce media
Participatory culture
Audiences that are part of content creation and distribution
Technological determinism
The idea that technology drives the development of society and culture
Long tail theory
Describes how niche content can be profitable in digital spaces due to lower distribution costs and global reach. Challenges discoverability and monetization
Globalization
The international spread and accessibility of media content, intensified by digital platforms
Localization
Adapting content to fit regional languages, cultures and tastes (subtitles, dubbing)
Participatory Culture
Jenkins emphasizes the shift from traditional media consumption to a participatory culture where fans engage actively with media texts. Fans are not just consumers; they contribute to media through creating fan fiction, art, videos, and other content, which enriches and expands the media landscape
. This collaborative effort allows fans to share their interpretations and foster community dialogue, demonstrating the power of collective creativity
textual poaching
to how fans “steal” elements from original media works and reinterpret them to create new meanings and narratives. This process underscores the blurring of lines between producers and consumers, as fans become co-creators in their favorite franchises
