critical Process Paper
MAC 143 Behind the Media Business Project Owens
(Worth 150 Points) 2015-2016
DECONSTRUCTING MEDIA CONGLOMERATES
Throughout the semester we will learn about the structure of the media business, and their role in society. The concept of media conglomerates, an example of media convergence or cross platform, is a business structure where a company has ownership of different subsidiaries under one large corporate umbrella. These media giants and their media holdings (subsidiaries) can be in various aspects of the media, such as television, music, magazines, and newspapers, etc.
Learning Objective
In groups of 2 students, you all will research a media conglomerate (parent company) of your choice. This publicly traded company can be one we have learned about during the semester, or a company that has not been covered in the text or in class. In choosing a company, you all are selecting one that has a personal connection with your media experiences. After choosing a media conglomerate, groups will apply the critical process by researching some of the subsidiaries (at least 4-5) of the media conglomerate. (Refer to Ch. 13 Media Economics & Global Marketplace to gain a better understanding of media conglomerates and media economics)
Media Conglomerate Choices
Comcast/NBC Universal
Apple
Microsoft
Amazon
Disney
Time Warner
Vivendi
Sony
Yahoo!
Alphabet/Google
News Corp.
21st Century Fox
Hearst Corp.
DirectTV/AT&T
E.W. Scripps Company
Viacom
Gannett
CBS Corp.
Discovery Communication
This project will include the following components/due dates:
Step #1: Proposal DUE Date:________
Step #2: Introduction DUE Date:________
Step #3: Critical process DUE Date:________
Step #4: Rough Draft of final paper DUE Date:________
Step #5: final paper/Final Presentation DUE Date: ________
step #1: Proposal
Directions: Each student must submit a proposal for the Behind the Media Business project. The proposal needs to include the following:
Provide your Top 3 choices for a possible media conglomerate you want to research for this project (i.e. Top 3 Choices: 1) Disney 2) Time Warner……).
Identify how each company on your Top 3 list connects to your personal media experiences. (i.e. I really enjoy dramas that air on TNT. And TNT is owned by Time Warner)
The proposal should be only one-to-two paragraphs in length, double-spaced, 12 point font, Times New Roman.
Your instructor will approve one of your CHOICES to research for the project. You will be assigned groups according your top choices. after your proposal has been approved, Each group is required to meet with the instructor to discuss the behind the media business project. Behind the media meeting times are TBD.
Choosing subsidiaries: After being assigned your media conglomerate, groups will begin the research process. Next, you all will select 3-4 subsidiaries that fall under one of the following categories—
music record labels
song libraries
music clubs
music manufacturing
motion-picture studios/production companies
film libraries
movie theaters
television-cable and satellite channels
broadcasting
cable franchises
television production/distribution
television libraries
radio
books
magazines
multimedia
video arcades
theme parks
manufacturing
retail
sports
real estate & others
step #2: Introduction
Directions: In the introduction provide a brief media history of the media company you have chosen for the project. Give an overview of the company’s headquarters location, numerous office locations, number of employees, and a general idea of this company’s global expansiveness/presence. Who is the current CEO and what’s his or her reputation? Also, explain how the media conglomerate you are researching is connected to your personal media experiences.
Introduce the 3-4 subsidiaries you have chosen for this project. You will describe each of them in more detail in the STEP #3: Critical Process. What mass medium or subsidiary category do they belong? For example, ABC Inc. is owned by Disney. ABC Inc. is a part of the mass medium of television. Lastly, also explain why have you chosen these 3-4 subsidiaries for your research? Again, you will explore each of these subsidiaries in more depth through your research with the Critical Process of the final paper.
At least 3 outside sources need to be included in your introduction. Also, you need to provide written in-text citations throughout the introduction, critical process, rough draft, and your final paper. On the last page of the Introduction, provide a bibliography page of your 3 sources. The bibliography page needs to be put on a separate page. All in-text citations and citations listed on the bibliography page need to be in APA format. There will be an in-class review of how to use APA format.
The introduction needs to be 2-3 pages in length, double-spaced, 12 point font, Times New Roman.
step #3: Applying The Critical Process
Directions: Using the media conglomerate you have chosen, apply the following 5 stages of the critical process as you further explore these subsidiaries and the media ownership of its parent company. You will include the results of each stage of the critical process in both your final paper and presentation.
1. Description: Each group will research 3-4 subsidiaries of the conglomerate they’ve chosen. Make sure they note (a) some of the brand-name products of these subsidiaries (e.g., Time Warner owns Maverick records, a label created by Madonna, which produces Alanis Morissette, among others) and (b) the parent company’s percentage of partial ownership (either full or a specific partial percentage). How is the company doing financially?
2. Analysis: How does the conglomerate use its size and ownership to cross-promote its products across its various subsidiaries? For example, how does Time Warner advertise upcoming films on some of its cable networks? To what extent does the conglomerate dominate a particular mass medium?
3. Interpretation: With many media companies, we see the concept of synergy with their media ownership. This is when a media company promotes different versions of a media product across its various subsidiaries. What does the success of your media conglomerate (and its synergistic practices) do toward disseminating a large number of voices as far as competing in a global market? Does it offer diversification within the media landscape? (Refer to Ch. 13 on Media Economics)
4. Evaluation: Some of the larger questions to consider: Are there positive aspects to conglomeration, and if so, what are they? Does the media conglomerate (parent company) have a strong public identity? Why or why not? Both group members will share their perspectives on media conglomeration.
If you were to effectively explain company conglomeration to your peers, how would you frame it? What examples would you choose? Do you think people should understand where media content comes from, and if so, why?
5. Engagement: After completing the above stages of the critical process, it is time for you to engage. This is where you take some type of action that connects your critical perspective with your role as citizens to the media conglomerate you chose to research for this project.
Engagement might involve something as simple as writing a formal letter or e-mail to the CEO of your media conglomerate. It may also involve participating in Web discussions, contacting various media producers or government bodies like the FCC with critiques and ideas, or organizing or participating in public media literacy forums. (The engagement stage DOES require you to take a form of action as you engage. This stage should also be written and included in your final paper.)
Here are some possible ways to engage:
Create a Facebook© poll testing your FB “friends'” knowledge about what media companies own some of their favorite channels, record labels, or film companies, etc.
Write a formal letter to a company CEO, television producer, or record executive.
Create a YouTube© video voicing your opinion about media conglomerates.
Visit Reclaim the Media (www.reclaimthemedia.org) and see what the organization has to offer in terms of Upcoming Events and updated information regarding media policy reform, media literacy education, digital citizenship, journalists’ issues, and so on.
Visit the “Action Center” at Free Press (www.freepress.net) to learn about the organization’s “e-activist” and other activist opportunities and to subscribe to a free newsletter on media issues such as Big Media conglomeration.
step #4 & Step #5: Rough Draft and final paper
Directions: In a 7-10 page paper, the results from your research need to be written in essay format. You will provide an Introduction (Step #2) to this project. You will also compile the research results from Applying the Critical Process (Stage #3). After choosing a media conglomerate of your choice, exploring the company’s subsidiaries, and working through the critical process you need to offer a conclusion to the project.
In your conclusion, you will discuss the role media conglomerates play in our media experience and society. Your instructor will provide students with additional information for the assignment throughout the semester. The guidelines for the Final paper (Step #5) are listed below.
You will have to submit a Rough Draft (Step #4) of their final paper prior to the final paper due date.
Step #4 & Step #5: Final Paper Guidelines
Your final paper should include an introduction (Step #2), the results of each stage of the critical process (Step#3), and a conclusion. Make sure to label each stage of the critical process.
Your cover page needs to include:
Creative title for your project
Each group member’s name
MAC 143 Introduction to Media/Section,
Professor’s name
The date/Semester
Page numbers must be included
you are required to have a minimum of five outside sources for this project
You are NOT allowed to use Wikipedia as a source for this project. All sources need to be as current as possible, and come from credible sources. Examples of possible sources: newspapers, magazines, books, company web sites, journal articles, and library databases.
Make sure ALL source citations both in-text, and those listed on the Bibliography page are written in proper APA format.
The bibliography page needs to be put on a separate page.
The paper should be 7-10 pages typed, double-spaced (not including the bibliography page).
The paper needs to be in 12 point font, Times New Roman.
step #5 Cont.: Final Presentation
Directions: Groups will present their findings from the project in a 8-10 minute presentation. Each presentation should include an Introduction, the abridged results of the five stages of the Critical Process, and a Final Conclusion. Due to time constraints, students will have to summarize their results from the Critical Process. Refer to the stages in the Step #3: Applying the Critical Process to review the necessary components of the critical process. PowerPoint must be used as a presentation aid.
Final Presentation Guidelines
8-10 minute presentation
PowerPoint is a required presentation aid
Introduce media conglomerate and how it connected to you personally
Introduce the 3-4 subsidiaries researched for the project
Provide abridged results from the 5 stages of the critical process
Provide final conclusion
Submit your Final Presentation through Canvas by 11:59 pm on or before the due date
Submitting the Behind the Media Business Project
Directions: Submit your Proposal (Step #1), Introduction (Step #2), Critical Process (Step #3) Rough Draft (Step #4) of paper, Final Paper/Final Presentation (Step #5) through Canvas by 11:59 p.m. on or before the due date.
Behind the media business
Evaluation Form
Name: ________________________ Total Points/Grade:___________
Name: ________________________
Media Conglomerate Chosen:________________________
Proposal (5 points) _______________
Provided Top 3 media conglomerate choices for the project
Identified the personal connection each media company has to his/her media experiences
Introduction (10 points) _______________
Provided a brief media history of the media company
Provided overview of the company’s headquarters location, numerous office locations, and number of employees
Discussed the company’s global expansiveness/presence
Discussed the current CEO and his or her reputation
Introduced the 3-4 subsidiaries and explained why they were chosen for this project
Explained how the media conglomerate you are researching is connected to your personal media experiences
Provided at least 3 outside sources in APA format with both written in-text citations, and listed on the bibliography page. The bibliography page needs to be put on a separate page.
Critical Process (15 points) _______________
Using the criteria below, provided an in depth application of the five stages of the Critical Process (Description, Analysis, Interpretation, Evaluation, Engagement)
Rough Draft (25 points) _______________
Includes the Introduction, Critical process, & Conclusion
Effectively completed the 5 stages of the critical process
In-text citations were used throughout paper
Bibliography page listed all outside sources used
Final Paper: Critical Process Stages- (50 points Total)
Description (10 points): _______________
Effectively researched 3-4 subsidiaries of the chosen media conglomerate
Discussed if parent company has any percentage of partial ownership (full or a specific percentage)
Discussed the company’s current financial standing
Analysis (10 points): _______________
Compared each subsidiary, discussed the parent company’s size and ownership
Discussed whether or not the conglomerate cross-promotes its products across its various subsidiaries
Identified whether or not the conglomerate dominates a particular mass medium
Interpretation (10 points): _______________
Discussed and explained whether or not the conglomerate offers diversity with the different media products it distributes through its different subsidiaries.
Evaluation (10 points): _______________
Effectively explained whether or not there are positive or negative aspects of conglomeration
Discussed whether or not the parent company has a strong public identity
Effectively explained in his or her own words how they would explain company conglomeration to his or her peers
Used strong examples in explanation
Engagement (10 points): _______________
Effectively took some action that connected his/her critical perspective with their role as citizens to the media conglomerate researched
Included the engagement stage in final paper (If it’s a letter, e-mail, or website address include it in the paper)
Media Sources Cited (5 points)- _______________
Provided at least 5 sources in the final paper and on the bibliography page
Written in-text citations are in proper APA format throughout paper
Bibliography page is in proper APA format
Bibliography page is on a separate page
Overall (15 points) _______________
Cover page
Paper format 7-10 pages typed, double-spaced,12 point font, Times New Roman
Page numbers
Paper included Introduction, Critical process, Conclusion, and Bibliography page
Labeled 5 stages of the critical process
Well Organized
Followed basic grammar, and spelling rules
Successfully fulfilled assignment requirements
Effectively applied critical thinking media literacy skills
Successfully researched a media conglomerate/subsidiaries
Presentation (25 points) _______________
Clearly introduced media conglomerate
Identified 3-4 subsidiaries researched for project
Provided results from each of the 5 stages critical process
Provided a final conclusion based on research
Effectively presented organized PowerPoint presentation
Held audience attention
6-8 minute presentation
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