MEDIA & CULTURAL INDUSTRIES
WEEK 3
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TERMS
¡Art
¡Commerce
¡The Long Tail
¡Formatting (Star System/Genre/Serial)
¡Horizontal Integration
¡Vertical Integration
¡Internationalization
¡Ownership Concentration

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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THE MARVEL UNIVERSE
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MUSIC: POP STARS
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one direction getty christopher polk

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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