Cultural Industries theory- Hesmondhalgh
Cultural Industries= Industries
which focus on the production of culture.
Key concept- The 4 stages of production:
1. Production= making the product.
2. Distribution= making the product available
3. Marketing= promoting the product
4. Exhibition= the point the audience receives the product.
Synergy= The increased effectiveness that results when two or more people or businesses work together (and therefore gain a mutual benefit).
Vertical integration= Synergy through two or more stages of production.
Horizontal integration= Synergy between subsidiaries at the same stage of production.
Convergence= Moving towards union.
Coming closer together and meeting a point.
Cross-media convergence= When product content on different mediums is unified.
360 degree marketing= Marketing which operates across a number of different cultural industries and media platforms.
Sponsorship ---> Print ---> Audio ---> TV ---> Social media ---> Online ---> Merch ---> Branding ---> Sponsorship...
Formatting stars- The theory also talks about the idea of using stars and celebrities to create a sense of nostalgia or familiarity and draw fans of that star into the show.
Formatting genre- Genre acts similar to brands and can create a cultural product which can be associated with other loved products.
Formatting serials- Idea of sequels and prequels to continue the branding.
Key concept- The 4 stages of production:
1. Production= making the product.
2. Distribution= making the product available
3. Marketing= promoting the product
4. Exhibition= the point the audience receives the product.
Synergy= The increased effectiveness that results when two or more people or businesses work together (and therefore gain a mutual benefit).
Vertical integration= Synergy through two or more stages of production.
Horizontal integration= Synergy between subsidiaries at the same stage of production.
Convergence= Moving towards union.
Coming closer together and meeting a point.
Cross-media convergence= When product content on different mediums is unified.
360 degree marketing= Marketing which operates across a number of different cultural industries and media platforms.
Sponsorship ---> Print ---> Audio ---> TV ---> Social media ---> Online ---> Merch ---> Branding ---> Sponsorship...
Formatting stars- The theory also talks about the idea of using stars and celebrities to create a sense of nostalgia or familiarity and draw fans of that star into the show.
Formatting genre- Genre acts similar to brands and can create a cultural product which can be associated with other loved products.
Formatting serials- Idea of sequels and prequels to continue the branding.
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