I understand how conglomerates operate and how they are similar and different to how an independent company operates.
Horizontal integration is a benefit of vertical integration which allows a conglomerate to distribute media across different platforms they own
Vertical integration is when a conglomerate uses subsidiaries to produce, distribute and exhibit a product, giving the owning conglomerate full control of the production process.
Media products in the audio visual industry
Ownership: A conglomerate is a large company such as Disney that operates by creating multiple subsidiaries to sell and create products to appeal to a mass audience, compared to a conglomerate an indie such as Warp operates with other businesses as they don't have access to vertical integration with subsidiaries that already have the resources for multiple media productions such as filming equipment. An indie company may also need funding from somewhere else such as crowdfunding or sponsorships unlike a conglomerate that is funded through horizontal integration.
Adaptation: Disney has adapted the Spider-Man marvel comic books into the movies even though Sony still owns the rights to Spider-Man, Disney produced the Amazing Spider-Man in 2012, due to the success of this movie multiple sequels were released meaning they recycled a product idea they knew would make them revenue, and due to its success they will keep viewer that liked the content and will entice the viewer into watching more of the companies latest releases. The latest Spider-Man movie 'Spider-Man far from home' target's audience is today's teenage and young adult audience as the the actors are similar ages to and the characters they are playing they are relatable as they have similar problems as the audience such as applying for College. And they are relevant due to the star power usage in casting Zendaya.
Brands: Disney is famous for producing kids content, for example the Owl house and Gravity falls is targeted a tweens and children, however Bobs burgers is also created by Disney produced by there subsidiary Star. Through the subsidiary Star this channel aims towards a different audiences, they create content for young adults that seek relatable adult comedy and dramas for the audience to enjoy. Having subsidiaries gives them access to a wider audience meaning they can produce more revenue.
Audience pleasures: Audience consume different media products because they are interested in different topics, this can be due to their age, sexuality, class, gender, ethnicity and culture as well as which site/platform they consume advertisement on. Disney creates audience pleasure in both of there programs by: producing media with relevant themes and topics such as family relationships and difficulties fitting in to society. They use star power to gain fans of talent in their audience and improve the ratings of the show.
Disney targets different audiences the examples I have shown bellow have juxtaposing audiences i.e. children vs adults.
The 'Owl House' causes audience pleasure by having their target audience of female queer teenagers on screen meaning the audience can relate empathize and enjoy watching a representation of thyself on screen that is under represented. They also target multiple ethnicities and cultures with their characters expanding their target reach.
In 'Bobs burgers' by using spending power as a topic in the show they causes the audience of students and young adults struggling with finance to relate to the characters struggling to afford a living. It's often portrayed through dark humor and sarcasm which also relates to the audiences sense of humor.
