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Weekly reading questions assignment Media platforms and industries II
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Weekly reading questions assignment Media platforms and industries II media studies Groningen.
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Week 1 Reading Questions – Global MediaThe chapter states that, of all international media, film is “the most difficult to produce on a
sustained national basis.” Discuss the reasons provided for why Hollywood films still dominate in
an era of globalization.
The first reason given that causes that the film media is the most difficult to produce on a sustained
national basis is that film is a relatively expensive medium to produce. This means that only a few
companies have the resources to produce a qualitative movie (Lynch, et al. 2017).
The second reason given is that success is never guaranteed, which means that making a film is an
expensive, risky investment to the producers, investor and other funding sources. This means that
only those companies that can handle a big setback are willing to take the risk of making a major
investment in a qualitative movie (Lynch, et al. 2017).
Another reason given is that the distribution channels to enable a film to make money have been
globalized to a great degree. This means that most films produced in other countries outside the
Hollywood film business never get distributed outside their home country. They simply do not break
through the largely Hollywood-based control of international distribution. Most national markets
aren’t big enough to make money with films that have little chance of international distribution
(Lynch, et al. 2017).
The chapter introduces the term “glocal”. What is meant by this term? Give two of your own
examples (not discussed in the chapter) of any media production that you feel demonstrates
‘glocalization’.
Glocal is national/local media production with own television, music, Internet content and
magazines, but done in global forms and borrowing or adapting to global ideas (Lynch, et al. 2017).
An example of glocalization is Coca-Cola being promoted in the Dutch production Goede Tijden
Slechte Tijden. This THE soap from the Netherlands. They drink Coca-Cola very often and I also get
the intention to buy a coke when I see this. In this way Goede Tijden Slechte Tijden helps the
multinational firm Coca Cola sell their product.
Another example of glocalization I found in the typical Dutch woman magazine I am subscribed to
Linda Meiden. In there was an advertisement of Simple, it was promoted with the words ‘New in the
Netherlands’. In this way, a typical Dutch magazine promotes a global brand new in the Netherlands
to sell in its new market.
Week 2 Reading Questions – The film industry
Based on Chapter 8 “Film and Video” from the Handbook, first discuss the impact of the history of
cinema on 1) contemporary film genres, 2) narrative formats and 3) production techniques. Second,
reflect on how the history of cinema can help us to better understand how films will develop in the
current multi-platform era, where cinema converges with new and digital media like e.g. Netflix
and iTunes.
At the beginning of the film history there was another availability in resources than there is today,
which led to contemporary genres that evolved over the time with greater technology and resources.
Examples of these genres are silent films and talkies. The movies became more narrative and the
acting became less stylized, because the story with real content could now be spoken. The
production techniques were more and more developed leading to more advantaged and high quality
, movies. Examples of these techniques are colour films, action sequences, striking landscapes and
special effects (Lynch et al., 2017).
In the current multi-platform era movie makers will try to find a way to appeal to an audience. They
can do this by for example using the new production techniques to create successful blockbusters or
to produce movies that appeal to a segmented audience. The explosion of new film genres began in
the 1950s and continues today as filmmaker’s experiment with new ways to attract audiences and
the multiple platforms where a movie can be distributed to are an opportunity to do this. For
example, many films that are not seen as worth the promotional costs for theatrical release can go
straight to video for distribution in stores, on cable and streaming on Netflix (Lynch et al., 2017).
Based on Chapter 8 “Film and Video” from the Handbook, describe at least four different strategies
of the modern film industry to remain profitable in the competitive digital market. Include a
reflection on cinema as an artistic form and as a commercial form in your answer.
To remain profitable in the competitive digital market the modern film industry first of all
internationalized ownership and audiences. Moviemaking started to tend more toward genres that
could translate and export well across cultures (Lynch et al., 2017). They do this to potentially reach
more markets and appeal to a larger audience and therefor is a commercial form of cinema.
Besides this strategy there is a revival in independent filmmaking outside the major studios because
of new computer technology and high-quality, low-cost cameras. These developments drove down
the cost of producing “small” or indie films and made it possible to tend more to renaissance
filmmaking (Lynch et al., 2017). This strategy tends more toward the artistic form of cinema.
In contrast, the modern film industry can hold a strategy to rely and invest more and more in
blockbusters while making fewer mid-size films and funding or distributing fewer low-cost indies.
Another strategy is to create possibilities from the expansion of digital distribution, the movies can
be picked up for some form of distribution most in the new digital channels like Netflix and Amazon.
The last strategy I want to mention is that studios are increasingly relying on the revenue generated
by higher priced ticket sales for 3D and IMAX screenings of popular films (Lynch et al., 2017).
Week 3 Reading Questions – Advertising
Rosa has a company that produces yoga wear. She wants to promote her company’s new line of
yoga pants so she approaches a well-known advertising agency. Describe the process within the ad
agency from creating to placing the final advertisement.
Rosa will first approach an agency, agencies are organizations of business people and talented
individuals who create and place advertising plans. For the agency, the first step is that the creative
department will determine the creative strategy to achieve the objectives of the campaign of the
new line of yoga pants. Copywriters and graphic designers use research data as a foundation for the
creative concept. They try to make a message that is on strategy but also unique and memorable.
After this creative process, there are several executions of ideas, once one project gets approval from
Rosa the assignment is given back to the creative department for final production. Meanwhile the
agency’s media department is selecting media to carry Rosa’s message, given the budget available.
After Rosa’s approval, a specialist initiates negotiations with media suppliers for the purchase of
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