Key concepts – media institutions

Media Institutions

Definition – the people who have a role in the production process of media texts, the companies/organisations they represent and the processes of production, distribution and marketing.

There are many roles within the media production process, such as directors, editors, producers, script and screenwriters.

There are also issues of ownership relating to media institutions: who owns Hollywood? You will need to conduct research into who owns companies such as Time-Warner, Sony or Ginger and what their area of production is.

To show your understanding of institutions you will need to be able to discuss:

Media texts as products of institutional, economic and industrial processes and how this affects the text produced.

The production, distribution, exhibition and consumption of media texts. The advancements in media technologies and how this affects the

processes of production and consumption.

Institutional processes These are often fraught with difficulty and very time consuming! Example: a TV drama begins life as commissioned or non-commissioned. If non-commissioned, the writer has to approach a production company;

one that either has a history of producing this type of drama, or one that is willing to speculate on its success.

The production company will offer the programme to a television station for broadcast. The success of the sale depends on factors such as the station’s history of broadcasting this type of programme, audience desire for the product and even whether or not there is an available and appropriate scheduling shot.

Economic processes Any new media product has to prove itself - ££££££££££££ If production costs are more than the potential return, either in viewing

figures or revenue, then the product is unlikely to begin production. Generating financial backing for a product is often extremely difficult.

Industrial processes How a text has been created. Example; a pop video is created using camera and editing technologies. When you look at a media text, try to consider what kinds of technology

produced it. The type of industrial process used to create a media product will affect

the text produced. It will have an impact on how and where it will be consumed and the way the audience will be able to consumer it.

Key concepts – media institutions

Production Awareness of different roles within the production process Consideration of what technology each person is required to use and the

control they have over the ‘look’ of the final product. Production processes use people and places together. A newspaper

editor will liase with advertising managers, art directors and the publisher to ensure that the product is cohesive.

Distribution, consumption and exhibition The distribution of a media text is a vital element in its success. The distributor needs to consider the context for the product’s exposure

(such as a film’s screening) and access to the target consumer. Example: For a film distributor, choices have to be made about where the

film is first screened, whether the place allows for consumption by the target audience, or whether the film is worthy of release to the cinema or goes straight to video and DVD. Marketing is also a consideration and institutions have to consider such areas as posters, trailers, teaser campaigns, Internet sites and so on.

New media Digital explosion! Radio, television, the music business and print media can all now take

advantage of digital technology. We can watch a film on video, DVD or digital television. We can listen to music on CD, mini disc, mobile phones, MP3 players

or via a PC. The technology available and the ways we consume media texts are

more varied than they have ever been. What is the effect on the consumer?