Business of Media Assignment

STEP ONE: read “The Introduction to the Media Industries Section” of Joseph Turow’s Media Today.
· Note that he discusses five developments related to media convergence that have affected the way people, businesses, and other institutions make money through the media.
1. The spread of digital media
2. The importance of distribution windows
3. Audience fragmentation and segmentation
4. Globalization
5. Conglomeration
STEP TWO: read the chapter on the specific industry that your group has been assigned:
· Your job is to explain how the five developments from the introduction have contributed to the monetization of content through convergence in your assigned industry, and what ethical issues are important to consider when thinking through how these industries work.
· GROUP 1: Recording Industry
STEP THREE: each person–individually–should write a 1,000 word essay that addresses the following three questions/prompts as they relate to your group’s assigned industry:
· How have each of the five key developments contributed to the ability to make money through the movement of content across traditional media boundaries (aka through media convergence)?
· What are the ethical issues that arise in your assigned industry that result from the monetization of content via convergence?
· Pick one specific company within your industry and explain how that company specifically benefits from, is hurt by, or otherwise is affected by THREE of the five developments.
§ You are free to choose whichever company you like, but the company must NOT be discussed at length in your assigned reading. I expect you to do outside research on your company.
· NOTE: Use at least THREE outside sources (i.e. sources beyond the assigned Turow chapters).
§ I expect MOST of those sources—if not all of them—will be used for answering the third prompt above.
§ Cite those sources at the end of your essay

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