INSTITUTIONS

WHAT ARE INSTITUTIONS?

OWNERSHIP AND INFLUENCE

REGULATION

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Media regulation is the law as it applies to the media.

Different countries regulate the media to different extents.

The UK print media, for example newspapers and magazines, are regulated by the Independent Press Standards Organisation (IPSO). In America, there is no regulatory body at all, so it is much harder to get an understanding of what is and is not acceptable.

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The Editors’ Code

• Journalists have a moral obligation to protect confidential sources of information.

• Journalists must not engage in intimidation, harassment or persistent pursuit

• The press must avoid prejudicial  or pejorative reference to an individual’s, race, colour, religion, sex, gender identity, sexual orientation or to any physical or mental illness or disability.

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SYNERGY

Multiples product converge to make one final product (eg. Marvel)

Who made it?

( Studio, distributor, director, stars, agents)

Is it successful?

• Box office

• Reviews

• Awards

• DVD/Blu-ray sales

• Merchandising

• Franchising

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Media Convergence and Synergy:

L.O.

To be able to use the terms synergy and cross media convergence using appropriate terminology in the right context.

Starter (Skyfall and ill manors):

Who can come up with the biggest list of different types of products that were simultaneously released for these two films

• Sony Xperia T

• Heineken (synergy of cross product promotion as skyfall was advertised on bottles)

• Omega Seamaster Wristwatch

• Aston Martin

• Tom Ford  

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Typical Exam Questions:

 

How important is cross media convergence and synergy to the institutions that you have studied

Media Convergence : The merging of mass communication outlets - print, television, radio, the Internet along with portable and interactive technologies through various digital media platforms.

• What benefits are then when different products come together when a film is produced, distributed and exhibited?

• What new experiences do we get?

• What are the advantages?

 

SYNERGY :

 

Synergy is the simultaneous (at the same time) release of different products to boost both

• SYnergy can be used most often by  bigger companies as the different elements them (often a media conglomerate) work together to promote linked products across different media.

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Media conglomerate : a company that owns a large numbers of companies in various mass media such as television, radio, movies, publishing and the Internet. (e.g Paramount, Disney, Marvel, Time Warner Inc, etc)

Vertical integration : The combination in one firm or two or more stages of production normally operated by separate firms

Double decker =  Mass media production

Diversity : A range of different products

 

• They have a larger effect than if just one product existed alone- they have a mutually beneficial relationship . (this means they are symbiotic)

• Synergy releasing 2 or more products at once that will promote each other

• Film/ Soundtrack/ Phone/ Game

• Conglomerates (like sony) are able to use synergy to boost profits because of their diversity - i.e they own lots of different companies.

•  

Symbiotic :

• The film of Skyfall promotes the soundtrack which promotes the DVD which promotes the game which promotes the TV, which promotes the website which promotes the advent calendar which promotes the film etc

• All products are SONY owned

• This is Vertical Integration

 

How does Synergy work?

• Synergy works when different elements of companies (a media conglomerate does this best) promote each other

• Eg a film studio, record label, video game division all create linked products eg the film, soundtrack, video game.

• Each distinct element promotes each other

• Sony can use SYNERGY much more as it is a conglomerate which owns various smaller companies (subsidiaries)

 

Subsidiaries : a company controlled by a holding company

Holding Company : A company that owns other companies’ outstanding stock. (Usually refers to a company that does not produce goods or services itself

 

Definition of synergy:

the interaction or cooperation of two or more organizations, substances, or other agents to produce a combined effect greater than the sum of their separate effects.

 

Otto:

When two or more companies cooperate to make a product that has greater profits the what they would have made separately. e.g. mcdonalds toys

 

Ali :

Synergy is when two orre different companies come together to promote and market a product that is going to be released, distributed or exhibited. e.g. 7 11 sticker

 

Vicky:

The collaboration of two or more companies to simultaneously promote the release of both their products, resulting in a mutually beneficial (symbiotic) relationship for both parties.

 

MEDIA CONVERGENCE:

 

• The combining of two or more mediums

• Different medias are TV/ film. Computer graphics / radio website etc

• Media convergence in the film industry can happen in production, distribution or exhibition

• It happends when the music industry comes together with the film industry when Adele releases the new single for Skyfall .

 

Difference between Convergence and Synergy:

 

Convergence = several platforms, two industries working together (eg. music industry and cinematography industry)

 

Synergy = 2 individual companies coming together to collaborate on 1 product

 

Cross-Media Assignment

Existing game- 20 marks

• 1 game

• Game poster and trailer

• Important to include: Representation, Institutions, Convergence

• Also include: Media Language

 

 

Original game (poster, storyboard) - 10 marks

 

ALICIA :

 

 

VICKY:

 

 

OTTO:

 

 

 

 

Essay Layout (1000-1200) WORDS

• Brief discussion on game (who’s made it,

• Audience - who is it aimed at

• Straight into analysis

• Go in 2nd analysis

• Comparative conclusion

• Pics

• Regulations

 

Dates:

Draft 19th - sned me it

Final 27th - woohoo party time

 

Q: compare impact of 2 promo methods used in launch one 1 game across 2 media platforms