Power in the Media Industry

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Curran & Seaton's Power and Media Industry Theory 

- Media industries are dominated by a small number of giant conglomerates.

- ex: The film industry's 'Big 6': 20th Century Fox, Warner Bros., Paramount Pictures, Columbia Pictures, Universal Pictures & Walt Disney Pictures.

- Independent media companies are not as successful as those big companies 

- Curran & Seaton believes that the media industry is all about profit and power.

- Illusion of choice: Concentrated ownership results in lack of choice, lots of the same product. Repetitive, similar and lack of diversity and creativity.

Case Study: 

Conforms - Marvel was acquired by Disney in 2009 and since then they have been creating movies that suits Disney's brand image of 'family friendly,' different from the initial Marvel Comics which are r-rated. Although Disney and Marvel have produced and distributed a variety of series and movies over the years, most of them have a repetitive plot of the main superhero beating the villain at the end which creates the illusion of choice.

Subverts - SMTOWN LIVE "Culture Humanity" was an online live concert held by SM Entertainment artists. The concert was held on January 1, 2021, and broadcast through various streaming platforms such as VLIVE and Youtube. This concert subverts from Curran & Seaton's believes as the concert was free of charge and designed to comfort and convey hope to people around the world who were having a hard time due to COVID-19 in the new year.


Hesmondhalgh's Cultural Industries theory.

- Believes that companies need to minimize risk and maximize profit to be successful.

Hesmondhalgh's suggestions:

  1.  Ensure that media company is vertically or horizontally integrated. 
  2. Work across a variety of media platforms and technology (to make sure that it can be seen by audience all across the world)
  3. Focus (and copy) popular or mainstream genre / formats / stars -> less risk of failing
  4. controlling the release schedule (releasing the film globally all at once reduce the risk of piracy OR release product exclusively on a certain area/platform to make it feel scarce & special and then releasing it everywhere after some time has passed)
  5. detailed marketing campaign (increasing publicity)

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