Read the summary and the most important questions on Media. platforms and industries I

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• What is the encoding/decoding model?

  The model is invented by Stuart Hall and it describes how content producers encode meaning into the content that is shown to the audiences. The audience on the other hand, decodes the messages in ways that might not have been intended by the content creator. This means that the audiences are active consumers of media, rather than passive as in the Hypodermic model. The decoding process is influenced by demographics such as gender, class, race, sex, ethnic identity as well as broader cultural context.

• What is a system?

  A system is a collection of individual elements that together form a whole. Each element interacts with the other, as well as the outer world. National media systems are formed by websites, broadcasting, printed press and news agencies. Every media system is also distinct from the political, economic, and cultural systems of the nation it belongs to.

• Why are media systems still mostly national in Europe?

  This might have something to do with the nationalistic states within Europe who try to hold on to their own cultural identity and history. Moreover, there is a huge variety of ethinicities in Europe, as well as different cultures. This makes it harder to promote cross-border content. However, an example of a cross-border broadcasting service is Eurosport, which shows that it is possible to broadcast the same content across different countries.

• Name the four European media systems:

  The first on is the authoritarian theory, which states that the media is controlled by oppressive regimes. The second is the libertarian model, here the media is ideally free from government interference and operates in a highly commercialised way. The third is the social responsibility model, here the government is allowed to interfere and promote democracy and freedom, albeit limited by law. The fourth is the soviet communism theory, here the media is controlled by the ruling party who favours communism.

• Name the three contemporary European media systems:

  The first is the liberal model, which states that government should not intervene in the media and it is ruled by market mechanisms. The second is the democratic corporist model, which states that media is tied to social and political groups who can promote certain views. The interference by state is relatively active but legally limited. The last is the polarized pluralist theory, which states that the control over the media is divided among several groups who are in turn controlled by the government. The media is integrated into the state.

• Why is branding important in the book industry?

  Branding has allowed authors to become more famous by building on their fame from other media and creating a stronger and well-known brand in the progress, which in turn raises the amount of books sold.

• Name the different book categories.

  Consumer, educational, academic, business, reference, and electronic.

• What are two key questions book publishers face in the contemporary market?

  What rights have been granted to the ownership and use of the interlectual property and where and in what form can work be distributed and sold.

• Name the three functions of media:

  News gathering, news production, news dissemination.

• What is the organisational model for journalism?

  First, report contemporary events, then place those events in to different formats, then disseminate the content to as many people as possible.