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Fall 2006Fall 2006

Course Team:Course Team:

–– Catherine MurrayCatherine Murray

–– David NewmanDavid Newman

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Objectives of this LectureObjectives of this Lecture

1.1. Understand course undertakingsUnderstand course undertakings

2.2. Learn how to define the Learn how to define the ““culturalcultural

industriesindustries””

3.3. Assignment: do a close reading of theAssignment: do a close reading of the

Hesmondalgh Hesmondalgh text, pages 3-7text, pages 3-7

1.1. Why do cultural industries matter?Why do cultural industries matter?

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Top Ten Reasons to Study theTop Ten Reasons to Study the

Cultural IndustriesCultural Industries

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11

1. You keep on top of the1. You keep on top of the

celebritiescelebrities A listA listhttp://www.canadianbusiness.com/slhttp://www.canadianbusiness.com/sl

ideshow/celebrities2/cover.htmlideshow/celebrities2/cover.html

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22

2. You2. You stay ahead ofstay ahead of

Marketing TrendsMarketing Trends

––Hello: Premier Edition byHello: Premier Edition by

Rogers Media with Rogers Media with Hola Hola SASA

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33

3. You learn about viral on line3. You learn about viral on line

promotion: promotion: http://www.ctv.ca/http://www.ctv.ca/

Winner of the CanadianWinner of the Canadian

entertainment web marketing awardentertainment web marketing award

20052005

Canadian Idol Canadian Idol franchisefranchise

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44

4. You learn about the colossal flops4. You learn about the colossal flops

Snakes on a PlaneSnakes on a Plane

““the long tailthe long tail””

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55

5. You learn about Canada5. You learn about Canada’’s record ofs record of

technological innovationtechnological innovation

-special effects-special effects

IMAX theatresIMAX theatres

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66

6.6. You watch Canada challengeYou watch Canada challenge

HollywoodHollywood’’s dominance in Films dominance in Film

-- Toronto InternationalToronto International Film Festival hasFilm Festival has

knocked off Cannes as knocked off Cannes as thethe venue to venue to

premiere a filmpremiere a film

-- Impressive rise of documentaries: TheImpressive rise of documentaries: The

Corporation, The Secret History ofCorporation, The Secret History of 9-119-11

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7.7.

-- You monitor new modes ofYou monitor new modes of ‘‘releaserelease’’

and creative collaborationand creative collaboration

-- Barenaked Barenaked Ladies and Ladies and NettwerkNettwerk

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8.8. You get in the headYou get in the head ofof

decisionmakersdecisionmakers

1.1.WhoWho

2.2.WhatWhat

3.3.WhereWhere

4.4.WhenWhen……

In business, in creative sector, in regulation andIn business, in creative sector, in regulation and

government: all involve standards,government: all involve standards, policypolicy

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9.9. You get to travel ( virtually)You get to travel ( virtually)

-- Look at creative co productions, hybridLook at creative co productions, hybrid

genres, rise of new genres, rise of new centres centres ofof

competitioncompetition

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10.10.

-- You get toYou get to stand back andstand back and

understand:understand:

-- MechanicsMechanics

-- ProcessProcess

-- Key laws/structuring the accumulationKey laws/structuring the accumulation

of entertainment /cultural capitalof entertainment /cultural capital

-- You get to ask: WHY/WHATYou get to ask: WHY/WHAT

DIFFERENCE IT ALL MAKESDIFFERENCE IT ALL MAKES

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Introducing 230: TheIntroducing 230: The

Cultural IndustriesCultural Industries

Or, Politics, EconomicsOr, Politics, Economics

and Creative Process ofand Creative Process of

EntertainmentEntertainment

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DefinitionDefinition

Synonym: mass media & popularSynonym: mass media & popular

cultureculture

–– TV, film, music, Internet etc.TV, film, music, Internet etc.

–– What type of definition is this?What type of definition is this?

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TheThe Boundary/DefinitionalBoundary/Definitional

ProblemProblemUnder influence of cultural studies, declassifying:Under influence of cultural studies, declassifying:

–– Why exclude Sports? Gambling? Advertising? OtherWhy exclude Sports? Gambling? Advertising? Other

areas of the postmodern entertainment industries?areas of the postmodern entertainment industries?

–– Why exclude information/news?Why exclude information/news?

–– These too, produce meaningThese too, produce meaning

Term is a contested one, with specific origins andTerm is a contested one, with specific origins and

theoretical meaningtheoretical meaning

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““CoreCore”” Cultural Industries Cultural Industries

Those that deal with industrialThose that deal with industrialproduction and circulation ofproduction and circulation oftexts/products/ services:texts/products/ services:–– Advertising*Advertising*

–– BroadcastingBroadcasting

–– FilmFilm

–– MusicMusic

–– Print/Book and Magazine PublishingPrint/Book and Magazine Publishing

–– Video gamesVideo games

–– InternetInternet

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““PeripheryPeriphery”” or Boundary or Boundary

IndustriesIndustries

SportSport

Design: graphics, arts etc.Design: graphics, arts etc.

ArchitectureArchitecture

Performing Arts: Performing Arts: egeg. Large . Large commercialisedcommercialised

mega productionsmega productions

FashionFashion

Software( see page 13)Software( see page 13)

Theme ParksTheme Parks

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The Problem of AssumptionsThe Problem of Assumptions

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Decoding the definitionDecoding the definition

ImpliesImplies TV is an TV is an ‘‘institutioninstitution’’: a: a

specific specific aproachaproach

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What is an institutionalWhat is an institutional

approach?approach?–– Implies organized study ofImplies organized study of

processes/routinization/administrativeprocesses/routinization/administrative: legal,: legal,

contract or other apparatusescontract or other apparatuses

–– Law, custom, practice, system & its operationLaw, custom, practice, system & its operation

–– Both formal and informalBoth formal and informal

–– Involves State, Market and Civil SocietyInvolves State, Market and Civil Society

actors/or networksactors/or networks

–– Focus on business, government interactionFocus on business, government interaction

–– Focus on policy and regulationFocus on policy and regulation

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Neo-institutionalismNeo-institutionalism

ThenThen

Focus on StateFocus on State

CentralizedCentralized

Top-downTop-down

Command and ControlCommand and Control

Legal-institutionalLegal-institutionalframeworkframework

Narrow definition ofNarrow definition ofpolicypolicy

Singular/exclusive andSingular/exclusive andvertical policyvertical policyregimesregimes

Policy authorityPolicy authority

NowNow

State, Business andState, Business andCivil SocietyCivil Society

DecentralizedDecentralized

Bottom upBottom up

CoordinationCoordination

Normative/culturalNormative/cultural

Wide definition ofWide definition ofpolicypolicy

Complex, inclusiveComplex, inclusiveand horizontal policyand horizontal policyregimesregimes

Policy networkPolicy network

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WhatWhat is Wrong withis Wrong with

Institutionalism?Institutionalism?

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Alternative DefinitionsAlternative Definitions

Cultural/ideologicalCultural/ideological

Industries which produce symbolicIndustries which produce symbolic

meaningmeaning

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CultureCulture

Raymond Williams and theRaymond Williams and the

Anthropological Way of ThinkingAnthropological Way of Thinking

A way of thinking and feeling ( see text,A way of thinking and feeling ( see text,

page 11)page 11)

Many problems Many problems operationalizing operationalizing this as anthis as an

area of study, and especially policyarea of study, and especially policy

–– Each country struggles to redefine theEach country struggles to redefine the

meaning of culture in each generationmeaning of culture in each generation

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IndustryIndustry

A mode of organization to produce,A mode of organization to produce,

and distribute something in capitalistand distribute something in capitalist

economieseconomies

Defines institutions and theirDefines institutions and their

interrelationships in networks ofinterrelationships in networks of

commercecommerce

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History in the Frankfurt SchoolHistory in the Frankfurt School

Associated with the rise of commercial mass culture in 19Associated with the rise of commercial mass culture in 19thth

and 20and 20thth centuries. centuries.

Specific cultural reference:Specific cultural reference:

–– To the To the ‘‘culture industry thesisculture industry thesis’’

–– Original thinkers:Original thinkers: Thomas Thomas Adorno Adorno from thefrom theFrankfurt SchoolFrankfurt School

–– a school of Marxists from a school of Marxists from Germany Germany

–– noted for their adaptation of Marx to the early risenoted for their adaptation of Marx to the early riseof capitalism.of capitalism.

–– Also noted for their critique of fascism, andAlso noted for their critique of fascism, andcomparison of European and North Americancomparison of European and North Americancapitalist society as having equally fascistcapitalist society as having equally fascisttendencies: one from the government and onetendencies: one from the government and onefrom the marketfrom the market

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The Culture Industry ThesisThe Culture Industry Thesis

-- Adorno Adorno and and Horkheimer Horkheimer used theused theironic term culture industryironic term culture industry

-- What: refers to the process of theWhat: refers to the process of theindustrialization of mass producedindustrialization of mass producedcultureculture

-- the industrial, assembly line basedthe industrial, assembly line basedmodel of work now pervades leisuremodel of work now pervades leisure

-- leisure has the same rhythms, pace,leisure has the same rhythms, pace,simplifications and illusions of work(simplifications and illusions of work(Dorland, 359)Dorland, 359)

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The Culture IndustryThe Culture Industry’’s biggests biggestdeception:deception:

-- a line between work and leisure a line between work and leisure

-- A line between life and artA line between life and art

-- Original and copyOriginal and copy

-- Real and fakeReal and fake

-- Authentic and inauthenticAuthentic and inauthentic

-- Because all is blurred. UnderBecause all is blurred. Under

commodificationcommodification

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Horkheimer Horkheimer and and AdornoAdorno: the: the

Frankfurt School (FF)Frankfurt School (FF)–– Published Published Dialectic of Enlightenment 1947Dialectic of Enlightenment 1947

–– Focused on the production of popular culture and itsFocused on the production of popular culture and itsideological consequenceideological consequence

–– Specifically: their disappointment, upon exile from NaziSpecifically: their disappointment, upon exile from NaziGermany to find USA life empty, superficial, if not quite asGermany to find USA life empty, superficial, if not quite asbrutal or horrificbrutal or horrific

–– Concept is singular: the form it takes in capitalism is toConcept is singular: the form it takes in capitalism is tolegitimatelegitimate the continuance of capitalism as a form of socialthe continuance of capitalism as a form of socialorganizationorganization

–– Associated with a FF critique of Associated with a FF critique of ‘‘mass deceptionmass deception’’

StandardizationStandardization

Pseudo-individualizationPseudo-individualization

CommodificationCommodification

Cooption of resistance( operation of hegemony) ( for more: SeeCooption of resistance( operation of hegemony) ( for more: SeeOO’’Brien and Brien and SzemanSzeman))

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GarnhamGarnham’’s s DefinitionDefinition

Nicolas Nicolas Garnham Garnham is a notable Britishis a notable BritishMarxist scholarMarxist scholar

His definition:His definition:–– InstitutionsInstitutions in our society which employ the in our society which employ the

characteristic modes of production andcharacteristic modes of production andorganization of industrial corporations organization of industrial corporations totoproduce and disseminate symbols in theproduce and disseminate symbols in theform of cultural goods and servicesform of cultural goods and services,,generally, though not exclusively, asgenerally, though not exclusively, ascommoditiescommodities

( O( O’’Brien and Szeman:103)Brien and Szeman:103)

Note: plural termNote: plural term

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HesmondalghHesmondalgh’’s s DefinitionDefinition

Based on Raymond WilliamsBased on Raymond Williams’’ narrower definition: narrower definition:

–– The signifying system through whichThe signifying system through which

necessarily a social order isnecessarily a social order is

communicated reproduced, experiencedcommunicated reproduced, experienced

and exploredand explored( text, page 11)( text, page 11)

Simply:Simply:

–– Those institutions which are most directly involvedThose institutions which are most directly involved

in the production of social meaningin the production of social meaning

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DefinitionsDefinitions

““cultureculture”” and and ““industryindustry””: an oxymoron?: an oxymoron?

Speaks to struggle between:Speaks to struggle between:–– Economic/CulturalEconomic/Cultural

–– Public /PrivatePublic /Private

–– Popular/ElitePopular/Elite

–– Educated/Informal TasteEducated/Informal Taste

Definitions reflect different ideologicalDefinitions reflect different ideologicalperspectivesperspectives–– Neo liberal: define Neo liberal: define CIs CIs solely as business sectorssolely as business sectors

–– Reform liberal: keep a space for not for profitReform liberal: keep a space for not for profitproduction, and see a role of the state in protecting itproduction, and see a role of the state in protecting it

–– Critical/Marxist: have a set of historical critiques of theCritical/Marxist: have a set of historical critiques of themode of production of symbols/ or dominant ideologiesmode of production of symbols/ or dominant ideologiesin capitalismin capitalism

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OverviewOverview

1.1. A very big businessA very big business–– part of spread of part of spread of

service ( tertiary economyservice ( tertiary economy…… after natural after natural

resource extraction and manufacturing)resource extraction and manufacturing)

2.2. ‘‘ColonizingColonizing’’ more and more of popular more and more of popular

cultureculture

3.3. Spreading world wideSpreading world wide

4.4. Concentrating: hollowing of the mid sizeConcentrating: hollowing of the mid size

enterpriseenterprise

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Transformations of the CulturalTransformations of the Cultural

IndustriesIndustries

Moving closer to the centre of economic actionMoving closer to the centre of economic action–– ——some of the largest companies are among the mostsome of the largest companies are among the most

highly valued in the worldhighly valued in the world

Now the largest companies are conglomeratesNow the largest companies are conglomerates

Many more complex Many more complex SMESME’’s s in complex web ofin complex web ofcorporate alliancescorporate alliances

More circulation of cultural products acrossMore circulation of cultural products acrossborders: adaptations and hybridsborders: adaptations and hybrids

Cultural tastes changing: more rapid cycles ofCultural tastes changing: more rapid cycles ofinnovation/tasteinnovation/taste

What What Hesmondalgh Hesmondalgh calls a pattern ofcalls a pattern ofchange/continuitychange/continuity

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Assignment: TextAssignment: Text

Why do Cultural Industries Matter?Why do Cultural Industries Matter?

–– They make and circulateThey make and circulate

symbols/texts/cultural workssymbols/texts/cultural works

–– They manage and circulate creativityThey manage and circulate creativity

–– They are agents of economic, social andThey are agents of economic, social and

cultural changecultural change

Do a close reading of pages 3-7 of theDo a close reading of pages 3-7 of the

Hesmondalgh Hesmondalgh texttext

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Why are they important?Why are they important?

They attract increasing amounts ofThey attract increasing amounts oftime and money from consumerstime and money from consumers

Their Their ‘‘textstexts’’ influence our mental influence our mentalrepresentations of the worldrepresentations of the world

How they manage and circulateHow they manage and circulatecreativitycreativity increasingly affects theincreasingly affects themode of innovation in other fieldsmode of innovation in other fieldswhere there is non-industrialwhere there is non-industrialinnovation( Hesmondhalgh:4).innovation( Hesmondhalgh:4).

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The Assignment MatrixThe Assignment Matrix

Attendance and Participation in Tutorials essentialAttendance and Participation in Tutorials essential

Attendance at Lectures VERY important for theAttendance at Lectures VERY important for the

Midterm and Final AssignmentMidterm and Final Assignment

Assignments timed: once a monthAssignments timed: once a month

Assignment One:Assignment One:

–– A business case of a company or cultural creativeA business case of a company or cultural creative

entrepreneur ( what is a cultural industry and how doesentrepreneur ( what is a cultural industry and how does

it work)it work)

–– A policy case (how and when should/does a stateA policy case (how and when should/does a state

intervene and for what end)intervene and for what end)

–– A review essay: why cultural industries matter and whatA review essay: why cultural industries matter and what

it all meansit all means

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A Lifestyle Choice: Fall in the Cultural CityA Lifestyle Choice: Fall in the Cultural City

( in three months)( in three months)

Watch 3 Watch 3 films/dvds films/dvds from Canada/BC/Provincefrom Canada/BC/Province

you were bornyou were born

Listen to music in your Listen to music in your favourite favourite genre andgenre and

develop an artistsdevelop an artists’’ repertoire repertoire

Attend at least one live performanceAttend at least one live performance

Watch TVWatch TV

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The First Assignment : TheThe First Assignment : The

Business Case ( due in tutorial)Business Case ( due in tutorial)

Pick a sector & explain whyPick a sector & explain why

Pick a company & explain whyPick a company & explain why

Profile that company:Profile that company:–– History , Structure and SizeHistory , Structure and Size

–– Current Services and RevenuesCurrent Services and Revenues

–– Business ChallengesBusiness Challenges

–– Regulatory ChallengesRegulatory Challenges

–– Types of Contents Produced & EvaluationTypes of Contents Produced & EvaluationSources: business press, annual corporate reports( ifSources: business press, annual corporate reports( ifpublicly traded), company websites, major tradepublicly traded), company websites, major trademagazinesmagazines

Style: Technical, descriptive writing ( subheads,Style: Technical, descriptive writing ( subheads,bullets OK)bullets OK)

Length: 6-8 pagesLength: 6-8 pages

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MethodMethod

Like a business SWOT analysisLike a business SWOT analysis–– S: strengthsS: strengths

–– W: weaknessesW: weaknesses

–– O: opportunitiesO: opportunities

–– T: ThreatsT: Threats

Like a competitive environment analysis:Like a competitive environment analysis:

ask yourself: how well is this company doing? What are its ask yourself: how well is this company doing? What are itscomparative advantages? What would its variouscomparative advantages? What would its variousstakeholders ( shareholders, owners, workers, audiences,stakeholders ( shareholders, owners, workers, audiences,clients, or competitors) sayclients, or competitors) say

Goal: To familiarize yourself on the ground with a culturalGoal: To familiarize yourself on the ground with a culturalindustry producerindustry producer

Advanced descriptive analysis of primary & secondaryAdvanced descriptive analysis of primary & secondarydocumentsdocuments

Like a business reporterLike a business reporter

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The New Research RepertoireThe New Research Repertoire

Heritage Canada Website: www. Heritage Canada Website: www. PchPch..gcgc.ca.ca

CRTC website: CRTC website: www.crtc.gc.cawww.crtc.gc.ca

UN/WSIS, Cultural Diversity SourcesUN/WSIS, Cultural Diversity Sources

Trade press: Broadcaster, CanadianTrade press: Broadcaster, Canadian

Communications Reports, Communications Reports, GeistGeist,,

Walrus,Hollywood Reporter EtcWalrus,Hollywood Reporter Etc

Business On line searchesBusiness On line searches

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Other sourcesOther sources

Susie OSusie O””BrienBrien, , Imre SzemanImre Szeman. 2004.. 2004.

Popular Culture: A UserPopular Culture: A User’’s Guide.s Guide.

Toronto: Nelson.Toronto: Nelson.

David David HesmondalghHesmondalgh, 2002. , 2002. TheThe

Cultural Industries. Cultural Industries. London: Sage.London: Sage.

Richard Caves. 2000. Richard Caves. 2000. CreativeCreative

Industries. Industries. Cambridge, Mass.Cambridge, Mass.

Harvard University Press.Harvard University Press.