film industries definitions + key theory 14 cultural industries

key definitions:

• Synergy- defined as the interaction between two or more organisations to produce a combined effect greater than what would be achieved on their own. 
• media convergence- where a media product is promoted across other media platforms. 
• social marketing- Social marketing seeks to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society. it has the primary intention of achieving "social good".
• traditional marketing- Traditional Marketing refers to a kind of promotion, advertisement in which companies used this method in the early period to market their product. ThisMarketing includes print advertisements, billboards, flyers or pamphlets, TV, newspaper, radio, etc.
• viral marketing- Viral marketing or viral advertising is a business strategy that uses existing social networks to promote a product. Its name refers to how consumers spread information about a product with other people in their social networks.
• press marketing- press releases used to be a critical part of every marketing strategy. The “release” is what helped make your audience aware of your new product or service, or how you would “pitch” it. You would send one out because you had news to share.
• PR stunts- a public relations exercise (=an event or action whose aim is to get members of the public to have a good opinion about a person, organization or product) A story about a man who mistakenly received a size 1,450 slipper from a mail-order company may have been an elaborate PR stunt.

14 - Cultural industries - David Hesmondhalgh

• 'Culture' and 'industry' are two terms that are often at odds with one another
• Producers try to minimise risk and maximise audiences through vertical and horizontal integration,
• They also standardise and format their cultural products (e.g. through the use of stars, genres, and serials)
• The largest companies or conglomerates now operate across a number of different cultural industries.
• The radical potential of the internet has been contained to some extent by its partial incorporation into a large, profit-orientated set of cultural industries.