MIGRAIN: Industries: Ownership and control

     Alezey

Industries: Ownership and control

media conglomerate research:

1) Type up your research notes from the lesson - what did you find out about your allocated media conglomerate? Selection of companies: Alphabet, The Walt Disney Company, National Amusements, Meta, News Corp, Time Warner, Comcast. 

The Walt Disney Company:

2) Do you agree that governments should prevent media conglomerates from becoming too dominant? Write an argument that looks at both sides of this debate.

The question of whether governments should stop media conglomerates from becoming too powerful has two sides: some people think regulation is necessary because when a few huge companies control most of the media, they can influence what we see, hear, and think, which reduces diversity and can make it harder for smaller voices to be heard. However, others argue that too much government control could interfere with how the media operates, limit competition, and even risk politicians having more influence over what gets published, and they say big companies can use their resources to create better content and reach wider audiences; overall, it’s a debate about whether the benefits of keeping media ownership is better or having it constantly monitored by government.

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media magazine reading and questions:

Media Magazine 52 - MM52: scroll to page 9 to read the article 'Two Key Concepts: The Relationship Between Audience and Institution'.

1) Briefly describe the production, promotion and distribution process for media companies.

• The production process creates the media products that audiences are looking for. It must think about what the audience wants and deliver the types of satisfaction or enjoyment they expect.
• The promotion process finds out who the target audience is and uses marketing and advertising techniques to tell them about the product and convince them that it’s worth their attention.
• The distribution process chooses the best ways to deliver the product to the audience, making sure it’s simple and convenient for them to access it.

2) What are the different funding models for media institutions?

Media institutions use different funding models, including:

- public funding (e.g licence fees)

- advertising

- sponsorship

- subscription services

- commercial product sales (e.g merchandise)

- licensing content

- selling programmes/formats

3) The article gives a lot of examples of major media brands and companies. Choose three examples from the article and summarise what the writer is saying about each of them. 

DISNEY -

The writer says Disney has a strong family-friendly brand. Everything Disney makes is seen as safe, wholesome, and suitable for children. Their logos and characters help audiences instantly recognise and trust their products.

MARVEL - 

The writer says Marvel’s brand is built on superheroes and action. Marvel films might have violence, but they always promote positive values like bravery and protecting others. Audiences know exactly what to expect when they watch a Marvel film.

SPOTIFY -

The writer says Spotify was created as a response to changes in audience behaviour, especially illegal downloading. Spotify offered streaming (free with ads or paid) to encourage people to access music legally, showing how institutions had to adapt.

4) What examples are provided of the new business models media companies have had to adopt due to changes in technology and distribution?

Modern media companies are adapting their business models due to changes in technology and audience habits. The music industry now earns money through live shows, merchandising, and ‘360 deals’ rather than just selling music. Film studios invest in 3D technology to draw cinema-goers, while the BBC adjusts its funding for on-demand viewing. Online newspapers use subscriptions or premium content, and advertisers target audiences via social media or sponsor influencers instead of relying on traditional media. These strategies show how much media is diversifying to adapt in digital age.

5) Re-read the section on 'The Future'. What examples are discussed of technology companies becoming major media institutions?

Technology companies are becoming major media institutions in their own right. Google owns YouTube and has changed the way we access music, videos, and information. Amazon, Netflix and Yahoo now create and broadcast their own TV shows like Transparent, Orange is the New Black, and Community. Facebook has bought Oculus Rift virtual reality technology, which could let people ‘attend’ events without leaving their homes. These examples show how technology companies are now at the forefront of change in the media industry.

6) Do you agree with the view that traditional media institutions are struggling to survive?

Yes, I agree that traditional media institutions are struggling because audience habits are changing rapidly. People are moving away from traditional TV, newspapers, and the cinema - preferring on-demand or online content. For example, institutions like the BBC are having to rethink funding, and many newspapers now rely on subscriptions or premium apps to stay in business. Those that cannot adapt quickly risk losing their place in the media market and lose money.

7) How might diversification or vertical integration help companies to survive and thrive in a rapidly changing media landscape? 

Diversification and vertical integration can help companies earn revenue from 

8) How do YOU see the relationship between audience and institution in the future? Will audiences gain increasing power or will the major global media conglomerates maintain their control?

I think audiences gain more power because they can choose when, where and how to access content. Streaming, social media, and on-demand services put the audience in control of what they watch or read. However, major global media conglomerates will still hold influence because they own popular platforms, produce high budget content, and can use data to target audiences effectively. In the future, the relationship will likely be more balanced, with audiences influencing trends but institutions still shaping what’s available.