1. Manufacturing culture An analogy

2. Manufacturing processes All manufactured goods represent the outcome of an identifiable set of repetitive processes – There are a number of ‘steps’ that must occur for raw materials to be shaped into commodities offered at ‘point of sale’ – The applicability of traditional manufacturing processes to the means by which cultural artifacts come into being is a debatable

3. Structure The nature of ‘structures’ that carry out steps in the process is the domain of media organization study Identifying and relating ‘structures’ and ‘functions’ was the goal of early organizational studies of the media – Even ‘critical’ media studies tended to apply the S-F model

4. Context The economic, historical, social and cultural context within which media organizations operate will heavily influence their structures and functions The nature of the products and markets the organizations deal with is also crucial

5. Chain of actions A series of actions moves ‘raw material’ along a path that ultimately leads to consumption of the ‘product’ – Relatively linear and invariant set of actions – Each step in the chain has implications for others – Early steps constrain later steps – Later steps generate ‘feedback’ that guides new iterations of earlier steps

6. A simple example Raw materials ArtifactCommodity

7. Raw materials – Discovery, Identification Selection Extraction Production – Quality control – Multiple interactions Distribution Exchange

8. Raw materials Discovery, Identification Information mediaEntertainment media News valuesProfit potential News net, beat systemScriptwriter, producer, talent scout, prior hits Profession, college trainingCollege training

9. Selection Information mediaEntertainment media News valuesProfit potential, ‘star power’ Beat reporter, editor, editorial meeting, funding sources Programming executive, studio executive, independent producer Government subsidy, upper management Studios, networks

10. Extraction Information mediaEntertainment media Craft values, news valuesCraft values, experience Beat reporter, photographer, crewScreenwriter, director Government subsidy, upper management Studios, networks

11. Production Information mediaEntertainment media Craft values, news valuesCreative vision, craft values Reporter, producer, anchorDirector, producer, talent Technology, economy, legal constraintsStudios, networks, legal constraints

12. Distribution Information mediaEntertainment media Organizational relationshipsOrganizational relationships, Distributors Broadcast station, network management Producer, Distributors, Movie houses, DVD distributors, etc. Technology, cable systems, distribution of TV sets Number of movie houses, screens, technical capabilities Reputation of star, directors; Promotion effort

13. Exchange Information mediaEntertainment media Advertising salesAudience Media buying/planning orgsCritics, word of mouth Ratings services, promotional strategiesBox-office receipts