MEDIA & CULTURAL INDUSTRIES
WEEK 3
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QUIZ QUESTIONS:
¡According to the reading
¡1) Define Horizontal and Vertical Integration
¡2) Define Concentration and The Long Tail
¡3) Explain the switch in terminology from using the “The Culture Industry” to Cultural Industries
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THE MARVEL UNIVERSE
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Image result for the marvel universe

MUSIC
¡The Pop Star
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FROM “THE CULTURE INDUSTRY” TO CULTURAL INDUSTRIES
¡Adorno/Horkheimer – The Culture Industry
¡Commodification/Industrialization of Culture
¡Move towards a more complex, ambivalent and contested understanding of these industries
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DISTINCTIVE FEATURES OF THE CULTURAL INDUSTRIES
¡Problems:
¡Risky Business (cash cows; unpredictable tastes; reliance on supplemental chains of production)
¡Creativity/Commerce  Dialectic(romantic vision vs. reality)
¡High Production Costs and Low Reproduction Costs (audience maximization)
¡Semi-Public Goods (create artificial scarcity through limits to access)
¡Responses
¡Misses are offset against hits by building repertoire (throwing mud against the wall)(The Long
Tail of Niche Sales vs. Blockbusters)
¡Concentration, integration and co-opting publicity (Horizontal and Vertical Integration,
Internationalization, Multisector integration(cross-promo))
¡Artificial scarcity (copyright/advertising/control of redistribution potetntial (DRM)
¡Formatting: Stars, genres, serials (Star System; commercial organization)
¡Loose control of symbol creators; tight control of distribution (Creative Management of
production, distribution, and marketing)

CULTURAL INDUSTRIES:
RESPONSES TO THE CHALLENGE OF MAKING A PROFIT FROM CULTURE
¡How to
¡explain patterns of change and continuity
¡Assess change and continuity
¡Politics and Ethics
¡The complex professional era of cultural production
¡Extent, evaluation, explain change
¡Neoliberalism
¡Information Society Discourse: Ways of Thinking about knowledge, culture and economy impacts
public policy on business, communication and culture
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