"Let the wise hear and increase in learning, and the one who understands obtain guidance." Proverbs 1:5
4/28/2021 0 Comments CRITICAL REFLECTION: QUESTION 6 There are many issues that arise when national and local audiences are being targeted by international or global institutions. The media institutions are affecting how media is derived and seems to conform to the normality of today’s culture. This has to do with conglomerate and independent media because the larger companies from the national media, seem to follow a uniform mentality and impose that to its audiences. While the independent or local media, can include more diverse content. In the U.S. there are now only 6 major media companies.
The conglomerate or “big guy” in media are the major companies that own local news channels, main streaming platforms, movies, and further publications. An example of a conglomerate company is the Walt Disney Company because we run all of Disney’s content including movies, radio stations, and music. They provide media nationally, locally, and internationally because their content reaches to a global audience due to their dominance. The independent or “little guy” in media are platforms of media that are free from the influence of corporate media. They include television, internet sources, and radio and it has community access. They produce media locally because it is viewed in a community rather than on a global scale where only the conglomerate media has access too. They each produce their product in a variety of ways. For instance, the conglomerate corporations produce media through film because they own many smaller companies that produce movies. These films promote the cultural attributes that these major companies are in favor of. The “big guys” promote and deliver their product to their audience by reinforcing the latest trends and values in their content in effort to attract a wider audience. The independent media can produce their product through music because many newly artists make music through different platforms that are not controlled by the mainstream media. They reach their smaller audience by promoting their diverse viewpoints that appeal to the smaller audiences that want to express their opinions more freely. In terms of production and distribution, media has its advantages and disadvantages. The conglomerate media’s advantages are that they can reach a wider audience of different ages, ethnic groups, and countries. This is because they promote content that can be distributed on a global scale. Some disadvantages include that they promote a very singular ideology and conform to cultural constructs. Independent media’s advantages are that they possess more creative freedoms, diversity in content, and fewer commercials. They have more freedom to express their personal opinions because they are not limited to a corporation's protocol and generic rules. However, some disadvantages are that these big corporations are dominant and can hinder these smaller companies from being successful. To summarize, media institutions can vary and reach from a smaller or larger audience. Conglomerate media and independent media are different because the conglomerate institutions are a part of the larger companies that are in control of mainstream media productions, while independent media reaches mainly specific areas or communities because it is not a part of the larger corporations. Both have their advantages and disadvantages, and all contribute to how media is produced and distributed today.
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