Institution: in A Nutshell: This Lesson Will Teach You That All Media Forms Do NOT Occur in Isolation!
Institution: in A Nutshell: This Lesson Will Teach You That All Media Forms Do NOT Occur in Isolation!
This lesson
will teach
you that all
media forms
do NOT
occur in
INSTITUTION
isolation! “A means of promotion or manufacture
which has an agreed public character, a
stable form and a set of clear cut functions”
What is the first thing that comes into your head when you
see the following image:
What is the first thing that comes into your head when you
see the following image:
What is the first thing that comes into your head when you
see the following image:
What is the first thing that comes into your head when you
see the following image:
Each of these logos have become global
or national images.
An enduring existence
A collectivist nature
Look back over what
identifies an institution –
Established rules can they be related to St
Phil’s?
Status
WHAT IS IMPORTANT ABOUT INSTITUTION
IN RELATION TO AUDIENCE?
If a consumer or audience can come to a text,
product, film or advert with an understanding
of the institution from which it has been
produced, it is easier to consume with
confidence (or with a critical eye!).
FOR EXAMPLE
How many Big Macs do you reckon you have
eaten in your lifetime?
You would be able to critique this Big Mac because you have eaten
one before! You therefore have previous knowledge to help you
critique.
For example...
Commercial
Governmental
Public Service
Commercial companies exist to make profits for their
shareholders, and do so by producing media products that
people want and are willing to pay for.
As it is publicly funded
it often reinforces the
dominant values of its
mainstream audiences.
PUBLIC SERVICE BROADCASTING
(PSB)
The main discussion over PSB is how it is
funded.
The method of financing PSB in the UK is not
popular with commercial media institutions.
They think that having a large, guaranteed
income via a non-negotiable tax (the Licence
Fee) gives the BBC an unfair advantage over
its commercial rivals
REMEMBER THE
‘MANUELGATE SCANDAL’?
GLOBALISATION
THE GLOBAL VILLAGE
It can be argued that we now live in a ‘global
village’.
WHY?
YOUR TASK NOW AND FOR HOMEWORK
You may work in pairs OR alone:
You are to research one institution and make a brief
presentation to the class. You may use PowerPoint,
handouts, discussion tasks or worksheets.
Focus on:
Its history
What segments of the global media pie it has interests in
How it is regulated
What role does it play in the ‘global village’