Go to our Media Magazine archive and read the article on Netflix and the Cultural Industries (MM63 - page 45).
1) What does the 'industry' concept in A Level Media Studies refer to?
The ‘industry’ concept refers to the companies that create and distribute media texts, the standard practices of media production, as well as the regulatory and legal frameworks in which the companies operate.
2) What does David Hesmondhalgh argue with regards to how the creative industries have changed since the 1980s?
There's been a significant shift in cultural production. Cultural Industries have moved closer to the centre of economic action. Niche audiences are increasingly targeted and it's easier to access international drama's due to the internet reducing North American domination.
3) Choose the three most significant points Hesmondhalgh makes regarding the changing cultural industries. Why are these the most significant in your view?
• Digitisation has allowed the technology sector to compete directly with traditional media companies
• Niche audiences are increasingly targeted.
• Globalisation has meant media texts can circulate more easily across borders reducing North American dominance
I think the most important is the fact that they can challenge traditional media companies as we are used to them being the norm. If streaming services beat these traditional companies, we could be accustomed to the idea of streaming being the only and NORMAL way of watching media products.
4) What is technological convergence?
The combination of media products so that they can be accessed on new and emerging devices. For example, Smart TV can replace normal, older TV's as they are dated and can disrupt the market.
5) How are technology companies challenging traditional broadcasters in the TV industry?
Tech companies like Google and Facebook utilise their expertise and knowledge to maximise their audience reach and due to the internet, their influence is much greater than traditional broadcasters. Being funded by advertising revenue is a standard model for commercial television and print media (both magazines and newspapers) but because Google and Facebook originally started as technology companies, they’ve avoided being regulated as media companies.
6) What budgets will Netflix, Amazon and Apple spend on original programming next year according to the article?
Netflix - $8bn
Amazon - $4.5bn
Apple - $1bn
7) How many countries are Netflix and Amazon available in?
Netflix - 190
Amazon - 200
8) The global nature of modern television means producers are having to consider international audiences when creating content. What example from Netflix does the article use to explain this?
How the monster's name from Stranger Things was derived from a lot of translations of the original D&D name.
9) Do you think technology companies such as Google, Facebook and Amazon will increase their interest in the television industry?
They will invest in popular formats of shows. Facebook made 'reality TV' with Watch and Apple is yet to make a similar venture. I think tha, with their expertise, they can dominate the television industry by making it all available online. This is already evident with Apple and Amazon.
10) How do changes in technology influence the creation of TV dramas such as Capital or Deutschland 83? How?
Deutschland 83 was possible as Walter could view the whole box-set of D83 from his living room.The Able Archer documents were also retrieved by technology and the global distribution method through C4 and Amazon Prime shows that it can be successful in other countries. Capital is available to watch on iPlayer which is then available to 'binge watch', done by most of us. Capital is ultimately an adaptation of a book and has therefore undergone transformation with editing and fictionalising and cinematography to provide a realistic and gritty feel to the drama
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