BLACK PANTHER MARKETING TERMS AND BUSINESS

Conglomerate

A large corporation owning multiple companies in different unrelated industries, operating under one parent company

Subsidiary

A company partially or fully owned and controlled by another larger company - known as the parent or holding company

Independent

A company free from outside control, not owned by a larger corporation, allowing it to make its own decisions. Often characterized by local independence or founder control, distinct from franchises or subsidiaries

Horizontal Integration

When a company becomes more dominant in an industry by

1. Buying out competitors - eg Facebook buying out Instagram

2. Merging with competitors - eg Orange and T-Mobile

3. Internal Expansion - releasing a new line of products

What does Horizontal Integration mean for a brand?

1. A larger more powerful company

2. Subsidiaries can share resources

3. Less competition

4. Less choice

Vertical Integration

When a company controls every stage of its production process

What are the benefits of Disney being horizontally and vertically integrated

1. Being horizontally and vertically integrated means that Disney can market and create films so they have a lot of power to get their film out there

2. Having Marvel as a seperate entity allows the brand to have a broader appeal - not just princess films

3. 3. Having Disney+ and other TV channels can have an effect when there’s a new movie comes out and free marketing

What was Curran and Seaton’s theory of Power and Media Industries

1. The idea that the media is controlled by a small number of companies, primarily driven by the logic of power and profit

2. The idea that media concentration generally limits or inhibits creativity, quality and variety

3. The idea that more socially diverse patterns of ownership helps to create the conditions for more varied and adventurous media productions

How does Black Panther both support and challenge Curran and Seaton’s theory?

Support: Black Panther was produced and distributed by Disney, a huge conglomerate, and Marvel only produce superhero films based on the orignal marvel comics, so this could be seen to support Curran and Seaton’s theory that media conglomerates limit creativity

Challenge: Black Panther was celebrated for its representations of black men and women and African Cultures, so though Disney may be ‘primarily driven by profit’ they can be seen to celebrate diversity

Define Regulation

The BBFC controls media content, they have control over the age of children viewing in the UK. The LEGAL FRAMEWORK

Define Classification

The BBFC give age rating to help audiences choose appropriate material. The PROCESS

Define 360 degree campaign

An integrated strategy that combines different marketing channels in order to reach potential viewers from different angles

Define Synergy

When media products or platforms work together to create a bigger impact or profit than they would alone.

Define Convergence

The merging of different media forms, leading to a transformation in the way products are distributed, created and consumed. Often merged into one single device//experience. Enables new forms of audience participation

Define Crowdfunding

A method of raising funds by securing small contributions from a large number of people

What are Stuart Hall’s theories?

1. the idea that representation is the production of meaning through language, language being defined in the simplest sense as a system of signs

2. the idea that the relationship between concepts and signs is governed by codes

3. the idea that stereotyping, as a form of representation, reduces people to a few simple traits.

4. the idea that stereotyping tends to occur when their are inequalities of power, subordinate or excluded groups are constructed as different or other - eg the underrepresentation of black people in media is a ‘symbolic annihilation’ or ethnocentrism