9780190215323

Understanding Media Industries

by ;
  • ISBN13:

    9780190215323

  • ISBN10:

    0190215321

  • Edition: 2nd
  • Format: Paperback
  • Copyright: 1/19/2016
  • Publisher: Oxford University Press

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Supplemental Materials

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Summary

An engaging and accessible introduction to the field, Understanding Media Industries helps students develop deeper and more critical knowledge of industries. This book provides students with a thorough discussion of how media industries work, why they work as they do, and the broader theoretical and practical implications of media industry structure and function. The authors' unique Industrialization of Culture Framework organizes the book and helps students to consider media industries in different nations and historical periods.

Table of Contents


Contents

CHAPTER ONE: UNDERSTANDING MEDIA INDUSTRIES
o Understanding Media Industries
Why Study Media Industries
-Defining Media Industries
Media Industries in Society
-All Media Matter in the Public Sphere
o Agency and Ideology in Media Industries
Forces that Circumscribe Agency
-Organizational Cultures
-The Ideological Uncertainty of Media Content
-Cultures of Production
o Understanding Media Industries in the 21st Century
Mass Customization and the Rise of Information Economy
-Mass Production
-Long Downturn
-Mass Customization
o Questions

CHAPTER TWO: THE INDUSTRIALIZATION OF CULTURE FRAMEWORK AND KEY ECONOMIC CONCEPTS
o The Industrialization of Culture Framework
Mandates
Conditions
Practices
o How Does this Framework Work?
o Key Economic Aspects of the Media Industries
Fundamentals of Media Commodities
Media Industry Response to Risk
-Ownership and Conglomeration Strategies
-Formatting
o Conclusion
o Questions

CHAPTER THREE: MEDIA INDUSTRY MANDATES
o What Are Common Mandates
Commercial Media
Noncommercial Media
-Public Mandate Media
-Community, Alternative/DIY Mandate Media
-Governmental Mandate Media
o Mandates in Action
Establishing the Mandate of U.S. Broadcasting
o Limits of Mandates
o Questions

CHAPTER FOUR: REGULATION OF THE MEDIA INDUSTRIES
o Why is Broadcasting Different?
o Who Regulates?
-International Regulations
-Self-Regulation
o What is Regulated?
Content Regulations
-Copyright
Structural and Operational Regulations
-Ownership Regulations
-Economic Regulations: Rate Control and Subsidies
-Licenses and License Renewal
-Monopoly and Anti-Trust Restrictions
o Other Regulatory Conditions
Regulations Governing Distribution
An Emerging Area: Broadband Policy
Pro-Social Regulation
Technological Standards: The Case of the Digital Television Transition
o Conclusion
o Questions

CHAPTER FIVE: ECONOMIC CONDITIONS IN MEDIA PRODUCTION
o The Creative and Cultural Implications of Cost Structures and Financing Mechanisms
The Costs of Making Media
-Development Costs
-Production Costs
-Marketing and Distribution Costs
-Overhead Costs
How Are the Costs of Creating Media Products Funded?
-Independent Financing of a Single Good
-Financing a Single Medium through Publisher Funding
-Financing a Continuous Medium
o The Economics of Audiences: Ways of Paying for Media Products
Characteristics of Advertiser-Supported Media
Characteristics of Media Not Supported by Advertising
-Direct Pay
-Subscription
-Emerging Payment Models
Characteristics of Media with Dual Revenue Streams
o Emerging Economic Strategies for Media Industries
o Conclusion
o Questions

CHAPTER SIX: TECHNOLOGICAL CONDITIONS OF THE MEDIA INDUSTRIES
o Theories of Technological Change
Circuit of Cultural Production
o Technology and Other Conditions
Technology and Industry Structure
Technology and Prevalent Revenue Models
o Technological Conditions and Media Industry Practices
o Industrial Restraints on Technological Innovation
o Conclusion
o Questions

CHAPTER SEVEN: CREATIVE PRACTICES AND MEDIA WORK
o Creative Visions: Approaches to Making Media
o Creative Roles Above and Below-the-Line
o Industry Executives: Enabling and Limiting Creativity
Commercial Influences: Audience Research
Commercial Influences: Industry Norms, Organizational Cultures, and Circumscribed Agency
o Creativity in an Era of Change
o Conclusion
o Questions

CHAPTER EIGHT: MEDIA DISTRIBUTION AND AGGREGATION PRACTICES
o Distinguishing Distribution and Aggregation Practices
o Distribution and Aggregation Industry Roles
The Roles of Distributors
The Roles of Aggregators
o Distribution and Aggregation Strategies
Windowing: A Changing Strategy of Media Distribution
o Conclusion
o Questions

CHAPTER NINE: DIGITIZATION
o Understanding Digitization
o Digitization and Shifts in Production
Print
Audio
Video
o Digitization and Shifts in Aggregation and Distribution
Digital Distribution in the Newspaper Industry
o Digitization and Changes in Use
Choice
Fragmentation
Convenience
o Coming Change
o Conclusion
o Questions

CHAPTER TEN: MEDIA GLOBALIZATION
o The History of Media Globalization and American Dominance
o Drivers of Media Globalization
Film
Television
Gaming
Music
Magazines
Newspapers
Advertising
o Barriers to Media Globalization
Cultural Barriers
Technological and Regulatory Barriers
o Overcoming Barriers to Globalization
Global Promotions and Buzz
International Co-Production
Dubbing and Subtitling
Localization
Outsourcing
o Media Globalization in the Global South
o The Commercial and Social Consequences of Media Globalization
Expanded Markets and Innovation
Cultural Imperialism vs. Hybridity
Connecting Dispersed Communities
o Conclusion
o Questions

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