Your exam will consists of two parts:
Section A:
We spent the entire 1st semester preparing for this part of the exam and we will revisit this information in a few weeks.
Section B: Institutions and audiences (50 marks) One question is to be answered from a choice of two. Candidates should be prepared to discuss the processes of production, distribution and marketing as they relate to contemporary media institutions, as well as the nature of audience consumption and the relationships between audiences and institutions. In addition, candidates should be familiar with:
• the issues raised by media ownership and funding in contemporary media practice
• the importance of cross-media convergence and synergy in production, distribution and marketing
• the technologies that have been introduced in recent years at the levels of production, distribution, marketing and at the point of consumption
• the significance of the spread of such technologies for institutions and audiences
• the importance of technological convergence for institutions and audiences
• the issues raised in the targeting of national and local audiences by international or global institutions
• the ways in which the candidates’ own experiences of media consumption illustrate wider patterns and trends in audience behavior.
• the importance of cross-media convergence and synergy in production, distribution and marketing
• the technologies that have been introduced in recent years at the levels of production, distribution, marketing and at the point of consumption
• the significance of the spread of such technologies for institutions and audiences
• the importance of technological convergence for institutions and audiences
• the issues raised in the targeting of national and local audiences by international or global institutions
• the ways in which the candidates’ own experiences of media consumption illustrate wider patterns and trends in audience behavior.
Assignment 1: You will begin the process of preparing for this part of the exam by reading the following article "Audiences & Institutions". This article on Big Media will help you see the current infrastructure of media companies. You will also need to find additional information about the companies that produce the movies that you like or fit into your chosen genre. You will then post a comment to this blog post, of at least 300 words, on what you learned about audiences and institutions and how this information relates to the genre or genres you have focused on this year. Keep in mind that you have to be logged into your google account for comments and replies to save.
Assignment 2: Next you will read two of your classmates comments and post a reply about something you learned from their post or found interesting.
Just in case you wish to look ahead at a sample exam and candidate responses from the most recently released responses, here are the links to do so.
Exam 2017
Samples Candidate Responses (High, Medium, Low)
Samples Candidate Responses (High, Medium, Low)
From reading “The Relationship Between Audience and Institution,” I learned about the intricate connections between institutions and their audiences. Institutions are a continuously evolving organism. There are different manners for an institution to exist and thrive. Since Institutions are businesses they depend on income, but each Institution may receive its income in unique ways. Marvel Entertainment is a good example of an Institution as it produces media for consumers and receives income based on selling the media to the consumer through movies, toys, books, or games. 20th Century Fox has a very similar business model, but depends more on advertisement. 20th Century Fox also produced Deadpool, the Superhero Comedy which Scott and I tried to base our film on. A sense of branding is very important when creating an Institution as it helps create an identity and produce more income. Marvel Entertainment is known for making great superhero films, and thus they can sell this brand. On the other hand, 20th Century Fox may produce superhero films, but are not branded a superhero film company. They have no specific brand with a certain set of ideals like Marvel or Disney. 20th Century Fox is very diversely spread.
ReplyDeleteI also learned of the increasing battle between Institutions and the digital age. As Institutions depend on income to survive and the development of technology has led to better ways of accessing media, the Institutions have been forced to change their marketing and business models. Marvel Entertainment has continuously made movies with large budgets and production. Through this, the audience has developed a desire to see the Marvel superhero films in person at the theatre. Similarly, other media is being generated to sell through the internet as the audience slowly moves towards a more convenient life style. The superhero comedy genre is still relatively untapped, but the majority of films that are produced under this genre are blockbuster hits. Marvel Entertainment and 20th Century Fox has been able to maintain their business models relatively the same by producing high quality films. Institutions also use the internet to spread their influence further amongst the audience, some examples being Netflix, Hulu, Spotify, and other YouTube. Institutions need to evolve in order to remain successful in an ever changing audience.
I like your elaboration on Marvel and the ways in which it has kept its target audience attending theaters. If these institutions are producing high-quality films but also use online media sources to their advantage, how can they keep the experience between attending a movie theater and watching a movie online separate?
DeleteI thought it was interesting in how you elaborated upon the importance of branding, and that in order for a company to sell to its market it has to be recognized by the audience, so that the quality of the product is compared immediately to that company's brand.
DeleteI like how you took the time to explain what a brand is and then use a few examples of a medie brand like Fox and Marvel. After words you tied it to your last paragraph which talked about digital age
DeleteI like how you referred to institutions as "a continuously evolving organism" because it shows the urgency and necessity for institutions to adapt to changes introduced.
DeleteWhile institutions must consider the desires of their audiences, institutions also must put out products based on the way their funds come in. For example, some institutions make money as people spend more time on sites, thus flashy pictures and videos will be produced. On the other hand, some groups such as Netflix and Hulu make money through subscribers, thus the products on those applications must live up to the paying customer’s desires. For institutions that require the wishes of the audience to be met for funding, a very keen use of branding must be implemented. Branding is simply deciding a certain theme or target for a product and ensuring that all of the output stays true to the “brand”. Universal Studios, for example, is a producer of horror movies such as “Get Out” or “Mummy”. Universal has carried on to implement such horror themes into rides at the Universal theme park such as “Revenge of the Mummy” or develop the famous “Haloween Horror Nights” to bring the tropes of horror movies to real life for consumers. Ultimately, the Universal brand that creates various types of movies works to target such movie enjoying audiences through a “behind the scenes” or realistic experience through their theme parks and events.
ReplyDeleteWith the creation of new technologies, audiences and institutions have changed. With access to movies and music being easier and cheaper than ever, institutions have had to create more interesting and desirable options for consumers such as 3D or 4D films or make easier yet more profitable streaming services to keep interest in the institutions. With technology, audiences are also able to easily communicate with institutions, providing a greater insight than ever about what audiences want.
Ultimately, as time has passed, the gap between institutions and audiences has closed greatly. Where long ago, products by institutions were hard to come by and valued more, in the present day the value has lessened with easier access due to technology. Thus, institutions require the input of audiences more, and given consumer funding methods, audiences feel more free to demand what they want from the institutions.
I like the way you drew connections between Universal's movie productions and the physical rides it has created at these parks. I think it is very representative of the emergence of technology into every facet of our lives. You are right: media institutions are constantly trying to find new ways to engage their audiences.
DeleteOMG, WOW, 10/10, AMAZING. I love how much thought you have put into explaining what is institution is, teaching the audience what is branding and how strong evident your claims were with the examples like Universal or how the cinema is using 3D and 4D films to make a profit. Great Job
DeleteI thought it was really interesting how you discussed how institutions are taking to improve their profit by developing 3D and 4D technology in movies to appeal to the public. As evidenced by your response, the technology and entertainment industries are becoming more intertwined in the modern age which is very fascinating to me.
DeleteIt's interesting how you bring up Universal Studios, especially in reaction to the article's references to Disney. I think it's also very intriguing how you discuss the closing gap between audiences and institutions - do you think this is a good thing, or a bad thing?
DeleteFrom reading these resources, I found that institutions are the most vital contributors to the distribution of any media. They own and distribute media products with the goal of profiting. Different media corporations have different mechanisms for obtaining funding. They also must brand themselves to cater towards a specific audience that is most likely to read or watch the media they distribute. Otherwise, the media company will not be successful. In today’s digital era, audiences are able to access media products at a time of their own choosing, and therefore, the global media audience’s perceived value of media sources monetarily is depreciating. In response to this, media corporations must modify their business models to accommodate the new technological era. A large number of media corporations have increased their investment into, or created their own versions of, online streaming services like Amazon and Disney. These adaptations also include more advanced experiences in the cinema.
ReplyDeleteThe genre that I focused on this year was drama. Drama films are widely available online and are arguably the most popular genre of film, as it is incorporated into almost all films. Drama is universal. Drama films are incredibly popular on websites like Netflix, Hulu, and Amazon.
The target audience, in terms of age, for drama films is very widespread and diverse. Drama films are made for almost every age demographic: films like Dolphin Tale generally cater to kids and young adults and describe issues that people in this age group most commonly face. Other films like The Notebook and Call Me by Your Name cater to the issues that an older population compared to kids would be exposed to. The institution-audience relationship in drama is very diverse and multi-faceted, as there are so many different types of drama movies within the genre. Therefore, media institutions must maintain their focus on ensuring that the widely-varied audience of the drama genre remains committed to accessing their media.
Hi Cori!I liked how you incorporated your film genre with the trends of today's market in media. It was interesting on how you pointed out that there are different age groups being targeted by big businesses as well.
DeleteI was very interested in the fact that you mentioned how diverse the audience of drama films can be. While the article mentions specific ways to target audiences, it is true that some audiences are so diverse that there is no way to target each one of them specifically other than continuing to make make a quality product. Thus, I agree with you that for wide audience groups such as those for drama films, institutions must continually make sure that audiences have the ability to easily access their content.
DeleteWhen you talked about drama specifically, I realized that even after reading the article I hadn't even considered how audiences could differ! The article was all about the relationship between institutions and their audience, but I hadn't really thought about how vastly different the audience for different forms of media could be - like how "Riverdale" and "Game of Thrones" are the two most popular shows on TV right now, but there's not necessarily a lot of overlap between their viewership. :)
DeleteWhat I have learned from the article above is that the concept of audience and institution are both connected and they are crucial in developing skills from the simple technical analysis of individual text towards a deeper analytic understanding of how media works. In order to generate profit, institutions rely on the attention of an audience. However, most audiences have the ability to access media in ways which bypass traditional media institutions. In the article, media institutions are described as organizations that control TV programming, film, music, news, magazines, newspapers, radio programming and digital content. The general aim for most institutions is make money through different strategies like production, promotion and distribution of media products. I also learned that different media institutions focused on the needs and personalities of various kinds of audiences. For example Disney and Marvel. Both these institutions focusses on blockbuster films; however, Disney is viewed more as family friendly, unlike Marvel, which focuses on a superhero genre and has a more action-thriller feeling. The genres I focused on this year were horror, thriller, and mystery. In films , these genres are often portrayed together. These genres are generally intended for a more mature audience. In relation to the article, audiences have the freedom to access these genres through different media products, whenever it us best convenient for them. With the growth of modern technology, audiences are able to have quick contact with multiple media institutions, in which they are able to communicate and give feedback as to what they are interested in and what grabs their attention, giving the institutions the ability to affect a greater number of audiences. With that said, relating back to the article, “an institution’s economic success is dependent on the behavior and preferences of their audiences.” Although most institutions don’t respond quickly or positively to many of the audiences, with the improvement of modern technology, institutions will find more ways to attract an audience.
ReplyDeleteI like how at the very end of your whole summary and personal inputs you chose to tie it all back and give a few sentences talking about what connects it all.
DeleteBy reading the article " The Relationship Between Audience and Institution", I have learned that the media industry in general is being forced to adapt to the changing times. Since the media industry relies on revenue from its audience to function, the industry must try to be one step ahead of what the audience thinks it wants so that it can make the most profit. As of right now we are in a digital age where media industries, such as the music industry, can no longer rely on actual hard copies of their content to sell at high rates. For example, with the introduction of free downloadable music the music industry could no longer depend on selling CD's to make their business feasible so through advertising, franchising, and live concerts, they, as well as music streaming services like Spotify, have adapted to the new wants of the audience. Other media outlets have been forced to change too, such as major film companies like Dreamworks film studios that has produced many action comedies, which is the genre that our group tried to base our film on. Since comedy films tend to not make the most money out of all of the other movie genres, Dreamworks had to adapt and produce several other different kinds of movies to fit the audience's wants and generate a profit. Dreamworks also created several animated films after seeing disney's and pixar's success at the start of the 21st century. Since my group also tried to make our comedy more action based we also were considerably influenced by Marvel Entertainment and their films. These films took the superhero genre and combined them with smart comedy, which we also tried to implement into our movie. However, Marvel does not only deal with movies to make up its entire revenue, but they also rely on toys, video games, television shows, and amusement park rides as well. Although the audience's wants and needs with regards to media are drastically changing, so are the industries that rely on the audience to survive.
ReplyDeleteI like how you mentioned Dreamworks and its desire to join in on the popularity and promises of animated works, where Disney and Pixar were and are still very successful because of their animated features.
DeleteThe emphasis on other means of producing money that you mentioned caught my attention. I did not consider that some companies might choose to sell character's through action figures or games. This is indeed another method for companies to find a way around the developing Digital Age.
DeleteI like how you were specific in your examples and related it back to the genre and film opening your group decided to work on.
DeleteAfter spending a few fun hours reading "The Relationship Between Audience and Institution", I have learned that institutions are the contributors to the distribution of the media industry with the goal of profiting off it. Institutions absolutely have to brand themselves towards a specific audience that is most likely to read or watch the media they distribute. If they are unsuccessful to do so the media company will be a complete failure. Currently, in the 21st century, the audience is living in the digital era: audiences are able to access videos, movies, pictures and/or games at any given time of their own personal preference or genre. So in response, media corporations must evolve their business strategies to adapt to the current digital era: Google (a media institution ) now owns YouTube which drastically changed the way people access music, videos, and information; Amazon, Netflix and Yahoo create and broadcast their own TV shows based on their viewers interested. Finally, Facebook has bought the virtual reality technology Oculus Rift (allows users to attend and experience events without leaving their own homes). This year my group and I focused on a hybrid genre of horror, thriller, and mystery (but for the sake of time we will just say it is horror). Horror films are one of the most popular films as statistics shown on websites that has streaming services. Although the target audience, in terms of age, is for a more matured group of people (normally those 18 and older) it also targets high school teenagers since they and millennials spend as much time online in the digital age and are more likely to go view them. Therefore, media institutions must maintain their focus on ensuring that the widely-varied audience of the horror genre remains committed to access their media by consistently promoting advertisement on any social media or streaming platforms.
ReplyDeleteI doubt it took a "few hours" to read the article :), however I like how you mention target audiences for your genre as younger adult audiences are more likely to watch horror movies, especially through streaming services.
DeleteAdvertisement on social media and streaming platforms seems to be one of the best ways to sell a product, or in this case a movie. As people move away from the tv to the smartphone, it only makes sense that companies will take advantage of this to target the proper audiences.
DeleteI like how you used specific examples of media institutions changing their ways to draw in a new audience. Another aspect I noticed is that you used the example of the Facebook VR which shows a whole new perspective on multimedia.
DeleteI like how you put media corporations are having to evolve to their audiences, and how they target their audience.
DeleteAfter reading “The Relationship between Audience and Institution”, I was enlightened to the importance of branding and the lengths companies go to preserve their names and to continually draw in audiences, despite the ever evolving nature of technology and media. The concept that was the most new to me was the breakdown of funding models for media institutions. While I see to an extent the different ways media institutions earn a profit, such as Spotify and Pandora offering a subscription to have ad-free, unlimited access to music, or Netflix and Hulu which also have a monthly subscription for their streaming services, I didn’t realize the complexities that broadcasting networks such as the BBC where they have a license fee and also sell DVDs and other physical merchandise to earn revenue. In turn, the media they put out matches the specific audiences that are willing to buy the goods, such as older generations who enjoy buying DVDs such as Planet Earth or other nature documentaries.
ReplyDeleteIn regards to my genre of interest, that is the mystery genre, it has adapted very well to evolving nature of media. I feel as though the mystery genre is not tied down to a certain brand, whereas we often attribute the superhero genre to Marvel Studios or princesses to Disney. As the media industry shifts farther away from movie theatres and the big screen towards streaming services such as Netflix and Hulu, more and more mystery movies and shows are being developed through those entities, especially with crime mysteries like Netflix’s Ted Bundy Tapes. The crime mystery has also found a new home in podcasts, with shows such as Serial. The podcast is a media outlet blossoming in popularity in conjunction to music services like Spotify. Essentially replacing both books and film, podcasts are another example of the evolution of the digital era.
I like how you mention the older generation and how they may want to use DVD's. I also perceived the same shift of people moving away from the movie theaters and more towards streaming services.
DeleteI like how you talked about how there are more movies being developed through streaming services that can be used right at home, with this I can see how media institutions are evolving to meet the needs of their audiences.
DeleteI like how you talked about subscription services being the primary way of generating money in the Digital Age. I think it is interesting how media is becoming more accessible. It is interesting how so much money is invested in media specific to that streaming service as a way to lure in more subscribers.
DeleteI thought it was interesting how you focused on licensing fees and other costs that institutions may consider with different media services. I also thought it was interesting how you related documentaries with an older audience, as it is interesting to think of each genre and how it relates to different audiences in different ways.
DeleteI found it very interesting that you mentioned podcasts as a form of media. Since the article did not mention podcasts, I truly did not consider them. It is enlightening to consider podcasts as one of the newer forms of adapting to the changing times as podcasts are so accessible to the phones/tablets that entice the modern technology user.
ReplyDeleteBefore reading the article, "The Relationship Between Audience and Institution" I did not really have an idea on what the article was going to talk about. The article began by stating that audiences and institutions were crucial for understanding and comprehending modern film and media. Just having some background information on the relationship between the two, it is clear that audiences are drawn towards more entertaining institutions.
ReplyDeleteInstitutions are most similar to businesses in the media industry. Institutions tend to aim to make money from the audience. Just like a business, institutions need to brand themselves well and use different marketing techniques to promote their films and media. The article states different examples such as Disney and Marvel, but personally when I see an institution such as LucasFilm, I immediately think of Star Wars. Another example is Pixar. When you think of Pixar you can immediately think of the jumping lamp. Branding is not the only factor in the media industry. Institutions also need to know their target audience, which establishes this relationship that the article emphasizes. Specific companies target different groups. Disney for example targets children and families while Marvel may target people interested in sci-fi and action. As modern media carries on, the focus of streaming based media will continue to grow and there will be a greater shift away from the movie theaters. These streaming companies are also creating a new way of watching television. Many companies such as Youtube and Hulu are trying to draw in people and take them away from the traditional cable television services. These companies are providing all of the luxuries of cable television including a guide, dvr, and on-demand services so the audience can transition without a big jump, but in a cheaper form.
I like how you incorporated pixar and Lucas Films into your explanation. I also like how you talked about how movies are slowly dying out and Youtube and Hulu are drawing in more people.
DeleteIt is interesting how less people are going to movie theaters and more people are staying at home to stream movies. Streaming movies can be a lot more affordable for the average consumer. I like how you mentioned that the alternatives to movies such as Hulu or YouTube are actually gaining popularity and are becoming more lucrative businesses.
DeleteAfter reading The Relationship Between Audience and Institutions, there is a clear link between institutions and audience. The reason for this is primarily because most institution wants to be represented as family friendly to their viewers. If an institution is represented poorly by something it provides to audiences, the audience will not be as loyal and trustworthy to that institution. This is why many institutions drop actors, who are caught up with the law or suffer from drug problems as the institution does not want an actor representing their brand in a bad manor. An example of this is Nickelodeon showing kid friendly shows, spongebob being a prime example of how the institution wants to represent itself. Since all institutions make money based on their audience views their products, such as subscriptions, how long viewers are on their products, selling movies/dvds, or having ads on their page, if an institution was badly represented, ads would not want to be represented on their page, people would not want to buy movies or dvds, or boycott the brand in general. This is also why institutions provide special products to their audiences, as to make their audience enjoy their content more, such as give aways, 4D/3D movies, etc. For institutions such as Disney and Marvel, they have certain ways to keep their audience interested in their products. They both have a universe of sorts for their products. For Marvel, en example would be the Avengers, with recent movies being Infinity War and End Game, which audiences are extremely excited to watch. Disney movies typically have meanings behind them and teach the audience a life lesson, one reason why parents love showing their kids these types of movies, hoping they would gain something from the movie. This is how institutions gain their audiences trust and how they keep them interested in their products.
ReplyDeleteHey Trent, I really like your response! I would agree that institutions cater to their audience, but I wouldn't say that this is necessarily always "family friendly." Sometimes the audience may be older, seeing as teen-aged, middle-aged, and elderly people would have different interests and businesses would have to use different tactics to appeal to these audiences.
DeleteGood job, Trent! You gave good examples and discussed the topic very well.
DeleteI really liked your comment and I agreed with what you said! I liked how you talked about how they want certain actors representing them.
DeleteThe article "The Relationship Between Audience and Institution" explained the active pursuit institutions take in appealing to certain audiences. The process that institutions take is comparable to business pathways, with the primary objective of making money. Institutions that primarily broadcast one area of information are more likely to expand to other sources of revenue to gain a profit. I had never considered the distinct considerations of separate institutions in this regard. "Branding" an institution can help reassure the audience in what to expect, distinguishing one entity from another. Since early development of the film and entertainment industry, institutions have adapted to the growing expectations and importance of the audience. Flexibility in the industry has proven to be necessary for any institution to flourish. The "Digital Age" has made entertainment easier to access while simultaneously reducing the economic gains for institutions. Accordingly, new business models are being introduced to recognize the concern of free accessibility. The music and film industry are resorting to other methods of profit that enhance audience engagement. News outlets are working to improve advertising and subscription services to generate more revenue. Even social media companies are emerging as players in the entertainment industries. It is clear that as the world continues to develop technologically, the relationship between institutions and audiences will continue to be intertwined.
ReplyDeleteThe genre of comedy has to consider the audiences carefully. Comedy TV shows are usually branded to families and adults alike, so therefore audience engagement has to consider that. Comedy Central is one example of a television channel that is mostly aiming to reach adult audiences. By branding the network as "comedy" they are directly appealing to people that enjoy comedy. Additionally, sitcoms on ABC or NBC have ads within their showing to get outside profit. The OnDemand function that many TV networks are starting to offer shows the growing ease that people have when accessing these shows. However, commercials and ads in the showings help companies make more money. Well-known movie production companies, such as Universal Pictures, Paramount Pictures, 20th Century Fox, and DreamWorks Studios, support comedy movies usually by producing advertisements for movies. Each company has to devote energy to distinguishing their "brand" from competitors. The movies they choose to produce contributes to how audiences will perceive them in the future. But, while it's important to keep a consistent level of production, it is suggested that these companies expand across themes and genres. Comedy movies can spread from family-friendly to dark and cryptic. Overall, players in the comedy genre are constantly working to appeal to a larger audience while still gaining the most profit. This close relationship is necessary for products to have high engagement.
I like how you have specific examples of the comedy genre and how it may not always pertain to all audiences of the same age group. I also like how you mention that companies are expanding their target audience in order to keep up with the constant change in modern technology.
DeleteI really like how you gave a deep explanation on what you learned in terms of the business aspects and the smooth transition to your own genre
DeleteAfter reading the article, I think one of the most valuable takeaways from the piece was in how it framed the relationship between audiences and institutions - specifically, as a relationship implicitly concerned with the balance (and imbalance) of power between audiences and institutions. While this framework is incredibly useful in analysis of many historical and current instances of media production and consumption, I think that it’s important to note how exactly this distribution of power has shifted, especially in recent years as technological advances and changing patterns of consumption have drastically shifted the role of the audience in media creation. Specifically, the model claiming that the majority of power lies with media institutions begins to break down when considering recent platforms like Patreon, removing “institutions” almost completely in favor of a direct relationship between creators and their audiences. Patreon as a platform is far from the only manner in which this trend has manifested, and this can be seen in various other forms of media like podcast distribution and independent film creation, though in those cases institutions like iTunes and YouTube do have a more direct role in the distribution of media, so they’re not quite as accurate. Nonetheless, in instances like Patreon, oftentimes the majority of the power lies with the audience: since there is no institution to regulate or mediate the production or distribution of media, it falls solely on the artist/creator to address their audiences and as such the audience has significantly more power over what kind of media gets produced, especially since the audience (to an extent) decides how much or even if a creator gets paid.
ReplyDeleteIn relation to my research on genres over the course of the past year, this power imbalance can be seen very prominently in the film noir genre, as many film studios and directors opted for less scandalous choices when adapting more risque books into movies out of concern that they would alienate mainstream, conservative Hollywood audiences. As a result, despite its reputation for explicit depictions of shady going-ons, film noir as a genre is in fact much more subdued than many of the novels that its staples are based off of.
I like the specificity of your response. I also liked how you understood the article discussed the relationship between audiences and institutions. This is something I picked up on conceptually but did not pick up on in specific. Furthermore, your use of examples strengthened your overall response.
DeleteHey cooper! I thought your response to this article was fantastic - you really understood not only the underlying economic principles that drive media institutions but also how that may or may not translate to consumer relations. You gave me some more things to think about, and provided more relevant examples than the article did.
DeleteAfter reading the material I learned that the relationship between audiences and institutions is complex. Institutions are businesses that carefully target their audiences in order to maximize profits. Institutions control the distribution of movies, music, magazines, news, and TV shows. Institutions undergo the production process, the promotion process, and the distribution process. As consumers, we are most exposed to the promotion process, which includes advertisements, product placement, and trailers. In the Digital Age companies are especially competing for consumers’ attention because media is so accessible. In order to keep up with changing times, advertisers are now turning to social media data mining to better cater their ads to the targeted demographics. This is clearly seen on social media such as Instagram, Facebook, and Snapchat, which now have integrated advertisements into their platforms. Some brands have even turned to sponsoring YouTube stars as a new way to advertise to viewers. Sponsoring YouTubers is beneficial to brands because they don’t have to pay to film the commercial and the targeted audience has already been carved out by the YouTuber. Institutions have also turned to subscription services and streaming platforms in order to generate funds. Some famous streaming services include Netflix, Spotify, and Hulu. Institutions are competing to offer services that only their streaming platform has to offer. That is why Netflix depends on originals such as Stranger Things. Similarly, Hulu has also invested in originals, such as The Handmaid’s Tale.
ReplyDeleteI also learned that Institutions create a brand image to better cater to specific groups. Branding is when you put a personality behind the product. For example, Disney is a well-known brand that is associated with family values and kid-friendly content. Disney first became famous for its animations of fairy tales, such as Cinderella, Snow White, and Bambi. Disney is now easily recognizable by either the Mickey Mouse ears, the Cinderella castle, or the Walt Disney Signature. Years of branding have ingrained these symbols into American households. For the film intro, my group chose to do the mystery/horror genre. One institution that is increasingly becoming well known for mystery/horror films is A24, which is the studio that produced award-winning films such as Hereditary, It Comes at Night, and The Witch. A24 is famous for taking an existential approach to horror films. Often times these films portray humanity and its vices as the main evils rather than the monsters in films. A24 is changing the way people view horror, which is extremely important in the Digital Age.
Maddie, I appreciate your multiple specific examples, as this further broke down the concept for me. I also love the examples of Netflix and Hulu and their use of personal media that can only be found and viewed through their subscription. Great alternative perspective!
DeleteMedia Institutions are mostly production companies that aim to make money. This means they will act and create media in a way that creates the most profit for their company. To create this profit, the process of branding often occurs. Branding helps build audiences and fan bases that will continually engage with a specific media institution. This means brands must understand their audiences in order to appeal to them. Things like what they want, what they like, and even their age and gender. These components are then used to help build the institution in a way that continually appeals to the target audience. This relates to many of the genres we have learned about genres in Aice Media because genres appeal to specific audiences. Furthermore, genres often adapt and change over time as their audiences also adapt and change. Technology has provided one of the largest catalysts for such change to occur. It has acted to change how audiences interact with institutions. Because of smartphones and the internet, audiences are in closer contact than ever before with institutions. Furthermore, there is an overall greater access to such material, so institutions must work even harder to keep the attention of their audiences. For this to occur, new funding methods have been introduced. For example, sponsorship. This is when brands sponsor other activities and products. This helps build brand recognition so that audiences will become generally more trustworthy of the brand and all of its products. As this shift has occurred, it has helped institutions continually step outside of tradition within the media world and work to integrate with other forms of production. This helps build an audience base and encourages participation with and institution. This recognition of brands means genres can appeal to audiences simply because of former familiarity with an institution and all of its works.
ReplyDeleteI like how you mentioned the specific strategy of sponsorship used by many institutions in an attempt to brand their names. This is very interesting and I find it to be a supportive aspect that you mentioned sponsorship since it demonstrates how institutions are becoming more involved in society, and are sponsoring many activities and helping their community out while at the same time gaining economic opportunity for their brand name by establishing their presence in the public.
DeleteI thought it was interesting how you focused on how institutions must be aware of changes in society in order to remain successful. I also liked how you talked about sponsorships, and the relationship between sponsorships and branding.
DeleteI found it interesting that you mentioned the changes within society and how branding incorporates with these changes. I loved the mention of brand recognition!
Delete"The Relationship between Audience and Institution" further explores the relationship between the two figures. Essentially, institutions act as large scale corporations with one goal in mind: to make money. From this, it is clear that these corporations appeal directly to their audience, with the intention of increasing their profit. They specifically target their audience based on the demographic of said audience; for example, a brand wouldn’t target a group of teenagers with the same methods, music, and graphics as they would for a group of children. They would cater to their audience and discover the likes and dislikes of this demographic. They also use different marketing techniques (online, billboards, radio) depending on this demographic (age being the most universal factor). This applies on a much more relevant scale as well. Many smaller brands or organizations like Neutrogena, Maybelline, Aeropostale have used well-known celebrities like Zendaya and Emma Chamberlin to appeal to their teenage audience. These brands are notorious for hiring a trend researcher who reaches out to the general public to see what’s popular in society at that point in time. The mindset of their marketing team is that prospects will without a doubt buy their product simply because someone they look up to “uses” said product.
ReplyDeleteIn recent years, as a result of technological advancements, media consumption has greatly increased as there is both a wider outlet and availability for the audience for take in. Through advancements of media like phones, computers, televisions, and even watches, the vast majority of the population in western countries are able to access news stories and advertisements at the touch of a finger. Computer data mining allows data algorithms to copy the data found in emails and search results to control the types of advertisements shown. Overall, the relationship between institutions and their audiences is extremely complex and takes into account multiple different factors.
Miranda I really liked how you focused on how institutions main goal is to make money. It is so interesting to see how much they will try and relate to their audiences just to make money
DeleteHey Miranda! What a phenomenal response to the article!! I really liked how you noticed the profit incentives inherent in the marketing strategies of media institutions, and I appreciated the comparison to other businesses to develop your point.
DeleteThe article “Audiences & institutions” focuses on the connection between the audience themselves to how companies run and changes. In these generations, people can watch about almost anything with as simple as an app. Media institutions use different procedures needed to attract a certain audience that they are aiming for. Institutions are the organizations that control and own all the parts that go towards a film production for the sole purpose of profit. There are three main parts to accomplish that which is the production process, promotion process, and the distribution process. Disney and Marvel are the two examples used in the article when referencing the development of institutions with different focuses. Disney theme is children entertainment that has recognition in its products by the construction of a universe product with disneyland and the princesses. Marvel’s theme is superheros that made them popular through comic books that show the important quality values, allowing the audience to feel a connection to their products. Although Marvel and Disney are just two examples that are completely different, they do have similarities to other works by all trying to analyze what the people want that can bring them profit.
ReplyDeleteAs a response to the 21st century evolution, media companies have change to give their viewers access like Netflix, Hulu, and HBO with a large variety of moves and shows to their subscribers. In regards to the genre I have focused on through this year which was mystery, it has adapted fairly well to technology and the influence in individuals everyday lifestyle. The mystery genre isn't particularly forced into one specific company brand because it tries to appeal to all ages therefore, most companies like Hulu with crime investigations referencing the new show The Act. However, it did have to make small adjustments in the making new styles and not be as repetitive with the plot.
I enjoyed your passage because it focuses on media as a product and service, and how you talk about the fact that the main goal for these companies is to make a profit.
DeleteYour comment was well-spoken and thoroughly discussed. I liked reading it and think you did a good job on using examples.
DeleteThe article, Audiences and Institutions, discusses the importance of understanding how large media companies are institutions seeking a profit, and further discusses the link between understanding your audience and thus appropriately produce and promote each media “product.” First, it is necessary to note that different types of institutions have different funding models. For example, the BBC is publicly funded, as it offers public service announcements, ITV is funded through advertising on the television channel, and other institutions rely on subscription services. In addition, I learned about the importance of branding. By creating a certain idea that is linked to a brand, companies are able to promote products simply by putting their names out there. For example, Disney and Marvel are two companies that have loyal audiences following their productions, so simply being linked to one of these two companies sets the standard for the quality of the media production. Finally, the relationship between audiences and institutions has changed immensely over the last few years, and understanding this change can allow a company to be much more successful. For instance, it is worth noting that more and more audiences now choose to stream at home rather than to go out for a movie at the theater. While this may allow for quicker releases of movies and sequels, it also means that the productions must appeal to a much more personal audience as well as build a relationship with a trustworthy streaming service.
ReplyDeleteHowever, this does change depending on the genre of the film and the name-recognition of a brand. While many movies and television shows are being released on streaming services without ever even seeing a theater, companies with big names to live up to, such as Disney and Marvel, continue to have large releases in theaters for their movies. This can also be tied to genre regarding the importance of knowing your audience. For example, movies that appeal to older audiences may be released in theaters. Adventure dramas, however, tend to appeal to a younger audience, so it would be more fitting to release such movies on online subscription services, such as Netflix or Hulu, than in theaters.
I like that you discussed the change that has appeared throughout previous years regarding institutions and audiences and how they distribute their product. I think it is interesting how you noted that it is more efficient for media to now be published on streaming networks available at home instead of showing in theaters, and also by showing a couple of limitations to this new norm.
DeleteI like how you focused on the different funding types and their importance.
DeleteI enjoyed how you focused primarily on the lengths that institutions take to remain relevant and continue to please the audiences that the cater to. Which is a great summary on the article's purpose.
DeleteThe article,"The Relationship Between Audience and Institution" outlines the various aspects of both audiences and institutions in the media world. Institutions are outlined as businesses, with a main goal to make a profit, minus a few exceptions including non profit organizations and government participation in media. Institutions make work targeted for an audience, in many cases being a specific group of people who will take the heaviest interest in the media work, this is demonstrated through the processes of producing the media piece as well as how it is revealed and promoted to the public, and more specifically the target audience. For example, many well known films such as "Straight Outta Compton", are meant for several audiences, one being people who may have underestimated the racial obstacles throughout the course of history in the United States, and can gain a better depiction of a specific example at the time being a music group and the challenges that they faced. Although films such as "Straight Outta Compton" do have a primary aim of economic gain, they are still reaching out to specific audiences and are in many cases attempting to send a specific message through their piece of media. Additionally, institutions are often known to be specific companies or broadcasting companies who are responsible for the production of a large quantity of media works rather than just one. For example, SkyOne is an institution that relies on making money from subscribers who are able to view their media through a paid subscription, and are more likely to commit to a long term subscription if they are satisfied with the content being published. Therefore, SkyOne is able to establish the best methods possible that will attract more long term subscribers throughout time. This is seen as they can view patterns of the amount of new and returning subscribers that they are receiving in correlation to specific content that they have been posting, possibly pertaining to a specific area of concern in society. Furthermore, institutions are often able to gain prominence through associating their brand with a specific feature that audiences can relate to. The term for this strategy is 'branding', which is seen in many cases through logos and pictures that are associated with institutions, but also through specific messages that many of the media works that have been published by an institution share. For example, Jordan Peele, in his recent films of "Get Out" and "Us" both demonstrate the long standing oppression against African Americans in the United States and how this issue is quietly increasing.
ReplyDeleteDonte, I really enjoyed how you have a specific example of "Straight Outta Compton". I found it very interesting how you mentioned that their main goal was not to make money, although many institutions do otherwise.
DeleteI really found it interesting how you took the movie "Straight Outta Compton" and related it to our AICE Media class. I disagree with your comment regarding the institutions and their disinterest in profit, as I interpreted the article to show that the companies care solely about profit.
DeleteThe process of media curation and distribution is something far more complicated that we as an audience can tell just by watching. Something that has always fascinated me, is the way that a media corporation like netflix or disney can control the media that any given audience is consuming at any time, without us even realizing it. For example, institutions like the MailOnline, receive income based on how long a user stays online. So to keep someone on their site, they need to be able to curate their page to get as many views or clicks as possible. There are jobs for people that are specifically dedicated to keeping track with trends, and making thumbnails and headlines that will keep us as audience members attracted and entertained, while at the same time, we don't feel like we are being forced to stay. Sights like MailOnline are can’t taylor their online experience to an individual user, however sights like YouTube, and Netflix that use a Login system, have the ability to use algorithms that can detect patterns specific to a certain user, making the experience more personalized. Nowadays, this process is becoming much easier, and self sufficient, with the use of algorithms. These sites will automatically detect what we want to watch, and distribute it to us. Something that has always peaked my interest is the fact that a single parent company has control over many smaller companies. These bigger companies are constantly fighting over our eyes, and they are investing a lot of money to do so. Variety in media is what makes so much money, because obviously, not everyone will enjoy every type of content that you release. For example, a company like 21st Century fox, owns networks that release everything from sports, to geography, leaving uses many options to choose from, but the money and viewership is all going to the same parent company.
ReplyDeleteFrom reading this article, I learned about the several aspects on funding and the products that media company produce. I found it interesting that, early production were found by large corporations. The two processes are interconnected between business and institution and how they generate profits. The production process seemling media products consider the audience’s desires and should provide the gratifications the audience expects.The production process researches what the audience will want because market processes inform the audience. Audiences can positively or negatively receive a product that can affect the company's’ image.This is significant because they are the primary aim is to generate revenue. Not to forget the distribution process, which they use distribution processes for getting product out. One of the most interesting part of the article, in the UK, I found out intriguing that BBC license fee was paid by the public. This is contrast to America because we do not have a publicly funded network, and I don’t believe that taxpayers would pay for one. It was interesting to see where several other networks and how they were funded also. Branding is another topic covered in this article. I enjoyed how they used the Walt Disney Company to ultimately, compare how one company can brand in a different way. They contrast Marvel, which primarily deals with the superhero movie industry, and Disney, which deals with childhood related films such as Aladdin. Both widely successful and branded different towards a different target audience. They also touched on how theses institutions must adjust to keep up with the time such as online streaming platforms. They do this in a way to support the argument to which institutions must keep up with their audiences. I learned that institutions are constantly dealing and many times overcoming obstacles such as the digital age to continue to cater to various audiences and to generate revenue.
ReplyDeleteIn this article,I learned that the balance of power between audiences and institutions is shifting. The two concepts, articles and institutions are inseparably connected and are prime examples of how the media works. Institutions are known as the organizations which underpin, control and own TV programming, films, music, magazines, newspaper articles, radio programming and digital content. Because institutions are government funded, many of them have a common goal of making money through production, promotion, and distribution of media products. During the production process, the institution provides the audience with media products they want. It does this by considering the audiences desires and should provide the gratifications the audience expects. The promotion process consists of research and identifies the target audience, and lastly the distribution process uses the most appropriate methods for getting the product to the public and the simplest ways to access the product. All institutions have funding methods. Some of the most common funding methods are the BBC, ITV, Sky One, and The MailOnline. Once an institution is made public, its main goal is to become well known and forever remembered and this is done by branding. Creating a brand helps an institution market its products to the audience by associating them with a distinct and unique "personality". Some even say, Product + Personality = Brand. For example when we think of disney the first thing to come to mind is family oriented films usually about fictional stories and characters, and on the other hand when we think of marvel we think of world saving super heroes. Because of modern technology, institutions are forming new ways to make connections with their audiences and this is done by new business models. In the new model, the music industry can no longer generate most of its sales through music alone, and so on.
ReplyDeleteI really liked how you provided so many different examples in terms of the funding methods shown in the article and how they relate.
DeleteI liked how you included so many different types of examples backed with information.
DeleteFrom reading this article, I have discerned that it is important for the audience of this blog article to understand how large media companies are seeking profit, and the link between understanding the audience in order to properly create and promote each product. It is necessary to first identify the different forms of funding in accordance to the different institutions. The article provides examples such as BBC, and the form of funding they receive, which in this case is public funding. ITV is also discussed, a company that works solely through the funding of advertisement. This example taught me about the importance of branding, as the power of advertising never appeared to me until after this article. The relationship between these institutions and audiences have shown major change in the recent years. This change gives companies the opportunity to be more successful. For example, it is more common for the general consumer to stay home and stream movies rather than go out to movie theaters. This requires companies to build a more personal audience, as it is likely to only be one or two people streaming a movie from their homes rather than a packed theater filled with fifty people. Companies producing the media product must also gain relationships with high end streaming companies in order to give audiences the opportunity to successfully stream their movie. This theory can be disproven, however, in the sense of Marvel, as Marvel continues to show movies in theaters because of their large quantity of loyal fans. Marvel continues to show these movies in theaters because of the mass profits they are certain to make with the popularity surrounding their movies.
ReplyDeleteAfter reading "The Relationship Between Audience and Institution", I learned that institutions are the contributors to the distribution of the media industry with the goal of profiting off it. Institutions must brand themselves towards a specific audience that is most likely to read and or watch the media they distribute. If they are unsuccessful, the media company will be a complete and utter failure. Currently, in the 21st century, the audience is living in the digital era: audiences are able to access videos, movies, pictures and/or games at any given time of their own personal preference or genre. In response, media corporations must evolve their business strategies to adapt to the current digital era: Google now owns YouTube which drastically changed the way people access music, videos, and information; Amazon, Netflix and Yahoo create and broadcast their own TV shows based on their viewers interested. Finally, Facebook has bought the virtual reality technology Oculus Rift, which allows users to attend and experience events without leaving their own homes. This year my group and I focused on the genre of horror and mystery. Although, we incorporated more horror elements than mystery. Horror films are one of the most popular films, shown on websites that has streaming services. The audience targeted is mostly a mature audience. It also targets high school teenagers since the setting was in a high school and teens are most likely to emjoy the genre portrayed. Which means, media institutions must be able to focus on their audience's likings to maintain their profits based off popularity. Keeping up with the time was also discussed on certain platforms.
ReplyDeleteI liked how in the second portion of your response you went into depth about how Facebook ties into the relationship between audiences and institutions through their purchase of Oculus Rift. I felt this added even more clarity to what you are discussing.
DeleteThe article concerning "the Relationship Between Audience and Institution" primarily served as a dive into the modern media market, with competing corporations, target demographic groups, and cultural products to be sold. Although we, as consumers, are intimately familiar with some of the products that come as a result of this process, the system that created the movies, music, and news that we know and love and made a platform for those cultural artifacts to be consumed is often unnoticed and undetected. For example, to the consumer, the promotion and distribution facets of the business plans of media institutions are recognizable, but only from the perspective of those being marketed to; The production, promotion, and distribution phases of media development from the perspective of large media corporations is a process that is not widely known by consumers of the products that these processes produce. The article also gave examples of various media institutions, such as the BBC and Disney, and described how they find their target demographics and market to them. I found this to be incredibly fascinating, because it further illustrated the point that all media instructions – movies, music, and news – are businesses first and foremost, and must have a sustainable financial plan before they can even produce media. I had always assumed that some media institutions would operate with a different dynamic, where the quality of the product was the first concern, followed by the need for financial support. However, this appears to be far from the cast for the vast amounts of examples mentioned in the article. All in all, the article concerning "the Relationship Between Audience and Institution" was an illuminating insight into a process that has very real impacts on our lives as consumers of media in all forms. It is essential to understand the underlying needs of the industry to sustain itself economically to understand media production, marketing, and distribution.
ReplyDeleteIn the article “Audiences & Institutions” there is a main focus on the connection between the audience and the companies. In todays day in age, people can simply watch a show wherever and whenever they want due to smartphones and apps. Institutions are organizations which “underpin, control and own TV programming, films, music, news, magazines, newspapers, radio programming and digital content. Most institutions (with the exception of those which are government-funded or have charitable status) have the same primary aim, which is to make money through the production, promotion and distribution of media products.” Some examples the article uses are Disney and marvel while talking about the development of institutions with separate focuses. Talking about Disney, their theme is child entertainment and can be recognized by products like toys and even the theme park Disney World. With Marvel, their theme is superheroes, and for many adults, growing up with superhero comics and action figures connects to their heart. Even though Disney and Marvel are two examples that are different, they do have similarities to other works by all trying to profit from what the people want. The 21st century evolution had media companies change in order for viewers to access streaming services like Netflix, Hulu, and HBO, letting them subscribe in order to watch movies and shows. I focused on the romance genre throughout the year, and it’s a genre that many companies use, like Hallmark for example. Romance is something that everyone wants admittedly or not, so I feel it can appeal to anyone, young or old. That’s why I had a fun time creating my film opening, because it was something that could come natural to the actors and be easy for them to represent. It would also hopefully make the viewer feel a connection to the video.
ReplyDeleteI like how you noted government funded or charitable organizations as having possibly different goals than regular institutions which are more geared towards product coverage and profit.
DeleteAfter reading the article “Audiences and Institutions”, I feel that I have learned even more specific information regarding how media and business companies interact with their audiences and consumers to spread their products today. From my own knowledge, I already knew that companies had to adapt
ReplyDeletetheir product and sales focus to compete in the ever changing market. However, many of the examples this article referenced to how companies change I wasn’t aware of, and I found to be very interesting. The way many companies support themselves in today’s market was another aspect of this article that
surprised me. Companies such as “Sky One” solely exist through their profits in subscriptions and advertisements, which I wouldn’t think wouldn’t be possible since these two methods of making money
don’t necessarily bring in a lot of revenue. Through reading this article, it has also become far clearer to me that every company has to build itself and its products around its specific consumers to become
successful in today’s market. The information I read in this article relates back to my action/adventure genre specifically through my
understanding of audience and perception among additional viewership. Since action/adventure movies usually rely heavily upon violence and a quick pace often with little romance or other aspects to tie in, I put a lot of thought into my genre…specifically through watching many of the Marvels Avenger
movies. Since nearly all of these movies tie together and have very good writing to promote audience viewership, I looked to emulate many of the ideas expressed in these movies with my own genre based film. While working through my genre, I felt that my genre based film followed a more neutral gender
role. While scuba diving and boating in general might me considered more masculine activities, the actual character is never seen. Since many of the Marvel movies have both prominent male and female roles in their movies, I worked to follow a similar equality in my genre by simply not showing the
character. Through doing this, I was able to include all of the action I wished to as well as achieving my specific goals in establishing my filming genre.
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