Active learning ideas
Ownership and Control introduces students to the 'big picture' of the media industry, focusing on how money and power dictate what we see. Students explore the rise of global conglomerates and the impact of horizontal and vertical integration. A key focus is Curran and Seaton's theory, which suggests that media concentration limits variety and creativity, favouring profit over public interest.
Activity 01
Groups act as executives for a major media conglomerate. They must decide which 'independent' projects to fund based on profit potential and synergy, then justify their choices to the 'shareholders' (the rest of the class).
How does media ownership affect the variety of content produced?
Activity 02
Using large sheets of paper, pairs trace the ownership of a specific media product (e.g., a Marvel film) back to its parent company, identifying all the subsidiaries involved in its production and promotion.
What are the risks of media monopolies?
Activity 03
Students brainstorm the advantages and disadvantages of being an independent producer. They then pair up to compare their lists and share one strategy an indie producer might use to compete with a giant like Disney.
How do independent producers compete with conglomerates?
A few notes on teaching this unit
Watch Out for These Misconceptions
More channels mean more choice.
While there are more platforms, many are owned by the same few companies. Active mapping of ownership helps students see that 'choice' is often an illusion created by a small number of conglomerates.
Conglomerates only care about movies.
Media giants often have interests in theme parks, news, and technology. A 'synergy hunt' activity helps students identify how a single brand is monetised across multiple diverse sectors.
Methods used in this brief
The Impact of Digital Convergence
An exploration of how technological advancements have blurred the lines between different media sectors. Students will assess the shift from traditional to digital distribution.
8 methodologies
Audience Categorisation and Consumption
This topic covers how media industries target specific demographics and psychographics. Students will explore how marketing strategies are tailored to distinct audience segments.
8 methodologies
Active vs. Passive Audiences
Students debate the extent to which audiences are influenced by media texts. They will contrast the Hypodermic Syringe model with Uses and Gratifications theory.
8 methodologies