Institutions

AS Media Studies

What is an institution?

‘Organisation or company, public or privately owned that produces and/or distributes media

products’

Ask yourself the following:

• What is the institutional source of the text?• In what ways has the text been influenced or

shaped by the institution that produced it?• Is the source a public service or commercial

institution? What difference does this make to the text?

• How has the text been distributed?

Past Paper Questions

• What is communicated in the advertisement about the Xbox 360 brand and the experience it offers?

• How effectively does Channel 4 promote itself as a public service broadcaster in the trailer?

• What values and characteristics of Hollywood are evident in the trailer?

• How does the programme try to create a positive brand image for ITV2?

• How is the brand image of the MINI Clubman promoted in the video?

• How does the advertisement communicate brand values for John Lewis?

What do we see?

• What is communicated in the advertisement about the Xbox 360 brand and the experience it offers?

• How effectively does Channel 4 promote itself as a public service broadcaster in the trailer?

• What values and characteristics of Hollywood are evident in the trailer?

• How does the programme try to create a positive brand image for ITV2

• How is the brand image of the MINI Clubman promoted in the video?

• How does the advertisement communicate brand values for John Lewis?

Brand Image

• Establish a difference to other companies• Subsidiaries with different brand images can

appeal to different audiences• Brand image should be positive, unique and

instant • Set of associations formed in the consumer’s

mind• http://www.channel4.com/about_c4/styleguide

/

Channel Four Television

Top 10 Brands

Media Influence

• Values and ideologies are transmitted through the representations in media texts

• Powerful institutions can influence the attitudes, interests, beliefs and desires of people on a world scale

• Worldwide organisations like BBC and Hollywood, could influence the attitudes, interest, beliefs and desires of people worldwide

Media Influence

Media InfluenceChief Executive of Google

Chief Executive of Twitter

Chairman of the BBC Trust

Director/General of the BBC

Senior VP of design at Apple

Managing Director of Facebook

Editor Daily Mail, Associated Newspapers

Group Chief Executive, WPP

Producer, Co-Founder Syco Entertainment

Head of the Leveson Inquiry

Institutional Terminology Term Definition

Convergence Two or more types of media coming together

Synergy Different elements of a company working together to promote related products

Concentration of Media Ownership The process by which an increasingly smaller number of companies own most media outlets

Cross Media Ownership When a company produces two or more different types of media

Conglomerate A large parent company which owns a range of smaller companies

Institutional Terminology Term Definition

Subsidiary Smaller Companies owned by a parent company

Oligopoly When a market is dominated by a small number of companies

Horizontal Integration When a media company owns several businesses in the same sector of the industry

Vertical Integration When a single company controls both the production and supply of a product

Convergence

• http://www.youtube.com/watch?v=JdJlyh76dEc

• Example of convergent technology in relation to the US show CBS Sunday Morning

Synergy

Media Ownership

Conglomerate - Viacom

Subsidiary

Nickelodeon is a subsidiary of Viacom.

Oligopoly

Horizontal Integration

Vertical Integration

Production

Distribution

Exhibition

Vertical Integration

• Television Industry– TV Producer/Syndication/TV Station

• Print Industry– Press Service/Newspapers/Circulation

• Film Industry– Studios/Distributors/Theatres

Summary

• Identify the institution. Is it a conglomerate or a subsidiary?

• Analyse the Brand Image• Who created the product? What is the media

influence? • Are they PSB or Commercial? How does this

influence the product? • How has the media been distributed? Is it an

example of horizontal/vertical integration?

Past Paper Examples

Past Paper - XBox

Q) What is communicated in the advertisement about the Xbox 360 brand and the experience it offers?

Past Paper - John Lewis

• John Lewis Advert • http://www.youtube.com/watch?v=nsG-

6rayeK4

Past Paper – John Lewis

Q) How does the advertisement communicate brand values for John Lewis?

Past Paper - Mini

• Mini Clubman Advert• http://www.youtube.com/watch?v=

s9UlaKOIdZg

Past Paper - Mini

Q) How is the brand image of the Mini Clubman promoted in the video?

Homework

• Institutions and Regulation

• What legislation covers the Internet?

• Post to your blog. Create a new page called ‘Homework’ and add post to this.