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Media Globalisation is characterised by a number of distinct features:
1. The emergence of a small number of transnational media conglomerates and their continued dominance of the global media industry.
2. The use by these media conglomerates of new information and communications technologies.
3. The increasingly deregulated environment in which these media organisations operate.
4. The globalisation of media content has resulted in a greater amount of homogenisation and standardisation in certain media products produced and distributed by the global media industries.
5. The uneven flow of information and communication products within the global system and the different levels of access that global citizens have to global networks of communication.
6. Media globalisation is inextricable linked with the promotion of the ideology of consumerism and is therefore bound up with the capitalist project.

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The Global Society Approach:
- According to this perspective the global media industries play a key role in raising global awareness and in the extent to which global phenomena are said to impinge on everyday consciousness via media products.
- At a technological level it is now possible to beam stories back and forth across the globe in a matter of seconds.

The Global Culture Approach:
- Those who take a Global Culture standpoint see an increasing level of cultural homogenization taking place at a global level.
- Following the logical of this perspective, children in Belfast, Berlin and Budapest all play with the latest Digimon characters.
- They are likely to want to eat the same kinds of fast food in McDonalds', Burger King or Pizza Hut.
- Depending on their age and gender they are also likely to be fans of specific kinds of popular music such as 'boy bands' that are marketed on a global scale.
- The Global Culture Approach allows little room for either local resistance to or local appropriation and reinvention of globalized cultural products.

The World System Approach:
- Both the World System and Global Capitalism approaches are primarily concerned with explaining the continuing dominance of capitalism.
- While the World System position is not expressly concerned with explaining globalization, it provides us with a model that divides the world into core, semi-peripheral and peripheral societies and economies that are exploited by the capitalist system.
- The production of certain media texts and products - the animation industry and the iPod were referred to as powerful examples of this phenomenon - takes place in peripheral and semi-peripheral societies in order to maximise profits for transnational multimedia conglomerates and to feed consumer demand in core and non-core countries.

The Global Capitalism Approach:
- The Global Capitalism Approach argues that the globalisation of capitalism is at the heart of the globalisation process.
- Its key actors are transnational corporations which in many instances are more powerful in economic and political terms than many of the countries they exploit, in terms of labour, raw materials or markets.
- At the heart of the Global Capitalism perspective is the viewpoint that globalisation of this kind depends upon the promotion of the ideology of consumerism.
- The media industries relentlessly promote consumerism by emphasising what is considered to be a desirable lifestyle.
- This is undertaken mot only in the form of advertising, sponsorship and product endorsement, but also in the promotion of certain lifestyles as being more desirable than other within a wide range of media settings.

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1 - To what extent is your chosen area dominated by a small number of big institutions?
There are many 'big names' that are well-known to audiences, for example 'Spotify' and 'Apple Music'. However, in terms of record labels, there are a number of smaller labels that are being used by artists who aren't that well-known - on the other hand, it could be argued that these smaller record labels are owned by bigger record labels.

2 - To what extent do these institutions use new/digital media to communicate with their audience?
Nowadays, people can download their albums and songs from the internet or they could have an application on their phone (for example, Spotify) which allows them to access music whenever they want to. These apps are generally affordable, and are even cheaper for students. People nowadays also don't buy CD's as often due to the fact that, again, the internet allows them to download their music.

3 - Are there concerns about how these institutions are regulated?
Yes. People can now download music illegally for free and therefore copyright infringement come in. Instead of spending money on the album in which they wish to buy, people are now able to just go onto the internet and log onto an illegal website to download that particular album to their mobile devices or laptops/computers.

4 - Does your area have lots of media products that are similar and mass produced?
Yes the music institution have lots of media products that are similar. For example, Spotify and Apple Music are there for the same reason. Both applications allow you to download music and listen to any song that you want, and both require you to have a subscription in which you pay monthly in order to access the application fully and listen to anything you want to.

5 - Does your area promote the idea of consumerism or making a profit?
Yes. Celebrities are often seen to promote their new and upcoming album/singles and may even do a countdown for it. This way it allows more people to know about it and furthermore allows them to save up their money, if they can't already afford it, so that when their album comes out they are ready to buy it - thus creating that particular artist more money. In terms of applications, Spotify often promotes 'Spotify Premium' which costs money and requires a subscription from the person who is wanting it. Spotify premium allows its audience to download whatever song they wish to, and listen to it whenever and wherever they want.

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Working with Media Issues and Debates - A Current Media Issue

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Working with Media Issues and Debates - A Current Media Issue

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1) How has digital media reduced the music industry's hold over the access to the 'means of production'?
In the past, media industries and institutions were in charge of the communication of information and entertainment. Acting as gatekeepers, media producers selected what audiences saw, read and listened to. This was seen as an imbalance of power. The media producers had control of the 'means of production', therefore audiences were subject to the messages and ideas being broadcast or published by the elite groups that had access to the technologies required to get media products to the audience.

2) How has digital media reduced the media industry's power to act as a gatekeeper?
Media producers no longer have control over what the audiences can see or access. This democratisation can be viewed in a number of ways. How we learn about the world is no longer controlled by just a few news organisations. Individuals can self-publish and this means there are more facts, points of view and interpretations available to audiences. Digital technology means we can also access professional media products how, where and when we want. By allowing people to post content on the internet sties, it is harder to regulate and furthermore the media isn't able to act as a gatekeeper and allow us to see only what they want us to see.

3) Find examples of how networking is used as a marketing tool by record companies.

4) Are niche audiences marginalised and the mainstream prioritised?
Yes, niche audiences are marginalised and the mainstream audiences are prioritised due to the fact that there's more people within a mainstream audience and furthermore that's where all of the company's money will come from. On the other hand, niche audiences are small audiences and therefore not a lot of money will be generated from these audiences.

5) What ways other than selling music tracks/albums do the music industry use to generate income?
The music industry also creates videos to go along with their artists' music (singles). They also allow the artist to go on tour, which would generate a lot of money both for the company and for the artist themselves and also by having merchandise it would also create money.

6) What does the example of the 'top 5' imply about the choices available to contemporary audiences?

7) Has digital technology led to true democratisation of the music industry?

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Who's making money from YouTube and the music industry? 

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Who's making money from YouTube and the music industry? 

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YouTube:
For advertisements - You don't make money based on the amount of views you have. You make money based on people's engagement with the ad. Engagement here means clicking or watching an ad for more than 30 seconds. The types of ads are: Cost Per Click (which is when an advertiser pays money based on clicks. So if a certain keyword has  CPC of $3 it will charge the advertiser $3.) and Cost Per View (which is when an advertiser pays money based on views. A view for the advertiser means someone watched an Ad for at least 30 seconds or half of the ad; whichever comes first).
Your own YouTube Channel - Advertisers want targeted YouTube channels with a defined demographic.

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What are people doing with your chosen area and chosen technology? 

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What are people doing with your chosen area and chosen technology? 

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Music:
- People are now downloading and streaming music onto their mobile phones therefore they are able to listen to it anywhere.
- People are now able to showcase their own music on sites such as YouTube, due to the fact that YouTube enables them to create their own videos and share them with the world.

YouTube:
- More and more people are now using YouTube to upload their own videos to furthermore they can share them.
- People are watching videos that other people have posted from around the world, and are commenting on and sharing.
- People are sharing videos from YouTube - two-step flow theory.

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Who's participating within Music and YouTube? 

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Who's participating within Music and YouTube? 

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YouTube:
- YouTube has over a billion users - almost a third of all people on the Internet - and every day, people watch hundreds of millions of hours of - - -- YouTube videos and generate billions of views.
- YouTube overall, and even YouTube on mobile alone, reaches more 18-34 and 18-49 year-olds than any cable network in the U.S.
- More than half of YouTube views come from mobile devices.
- YouTube has launched local versions in more than 88 countries.
- You can navigate YouTube in a total of 76 different languages (covering 95% of the internet population)

Music:
- The global music market achieved a key milestone in 2015 as digital became the primary revenue stream for recorded music, overtaking sales of physical formats. Digital revenues now account for 45 percent of total revenues, compared to 39% for physical sales.
- Streaming revenues up to 45.2%, helping to drive 3.2% global growth.
- IFPI's Global Music Report 2016 also reported a 10.2% rise in digital revenues to US $6.7 billion, with a 45.2% increase in streaming revenue more than offsetting the decline in downloads and physical formats.

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YouTube:
- watch in higher quality.
- Query suggestions - when you type something into YouTube it'll come up with suggestions below as to what you are trying to search for.
- Commenting
- Have a look at how many views your personal videos are getting.
- You can make a personalised homepage.
- Annotate your own YouTube videos.
- You can now stream 'live' on YouTube.

Music:
- Mp3 downloads - there's more mp3 download services than there were before - this allows people to listen to their music anywhere.
- More music streaming sites, for example Tidal made by Jay-Z.
- More and more music/songs/albums are being uploaded to the internet and furthermore people can listen to it on the internet through services such as YouTube.

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Task One: How do you think audience(s) consumers are interacting with your chosen area and chosen technology at the moment?

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Task One: How do you think audience(s) consumers are interacting with your chosen area and chosen technology at the moment?

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There's more features available and furthermore consumers are able to interact with the music industry easier. For example, consumers are now able to download their music to an mp3 format therefore they can listen to their music on their phones, etc.
In terms of YouTube,  people are interacting with the page by uploading their own YouTube videos and sharing them for people to watch/listen to worldwide.