Analyze the Cultural Production and Media Role of the Economic Market-Four Cases as an Example

• Main Authors: Chien-Lun Chen, 陳健倫
• Other Authors: Fu-Mei Lin
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/01151526761980908937

碩士 === 世新大學 === 傳播管理學系 === 92 === This research examines the production of cultural commodities and the working of media role in terms of market economy and commodification. Market economy enables cultural industry to create economic value on a large scale, with the effect of enlarging the boundary of the links of cultural industry to other areas. Media groups are part of cultural industry, and they assume the functioning role of expanding economic value apart from being a communicative tool between cultural production and market mechanism. Beginning with a facilitative role in cultural industry, media groups have gradually assumed a leading role in recent years. Operating in a cultural marketplace, media groups would have to bear the competitions and risks of the market. To develop alone this line, the research intends to explore what the characteristics of cultural commodities and the market are? How would the media use their news and advertising resources in culture marketing? What roles would the media play in cultural marketing? While cultural enterprises and media organizations are cooperating in the management of cultural production, would there be the possibility of a clash between them due to the effects of their individual marketing strategies. Influenced by market economy, in what ways would cultural industry evaluate the state of affairs that there might exist a gap between its professional values and market ones? What would be the impacts of digitalization on the generation of cultural commodities? An inquiry about the demand for the talent facing the cooperation between culture and the media would be made as well. The research shows that cultural production has to deal positively with the test of the market, of which the media are an essential part. The media have a large number of marketing resources for cooperation, but they have to take into account the difference from their collaborative cultural enterprises in the managerial ideas owing to their different costs of investment that also results in their disagreement over brand management. Driven by market economy, cultural products depend on the very experience of consumers. The management of culture seeks to raise to the highest level the core values of culture itself, and, if this objective is met, cultural marketing is also meant for consolidating the values of culture by virtue of commercial marketing. The place that media organizations hold in cultural industry represents a key role in the market, even though the business-oriented behavior lying in cost of investment has disguised commercial management in the form of cultural symbols. A business- oriented management creates a cognitive gap in terms of marketing while the media are in cooperation with cultural enterprises. It fellows that a successful model for marketing cultural products has to fall back on the managing of the core values of culture and the understandings of the audience, thus the media based on the divided audience are unique to the managing of cultural products. As to the aggregate effectiveness of the collaboration between culture and the media, the research reveals that the employment of great resources by the media has largely lowered the financial risk for cultural management and has increased the effectiveness of its operation and the market. The business-oriented mode of management splits the audience with the media that are manipulating cultural values, and it seems that the resolution rests with a return to the link between the core values of culture and consumers. It demonstrates that the demand for the talent, as cultural enterprises are in cooperation with the media for marketing, is high, and the supply of them is low, however. Within the context of the cross-area cooperation, the talented men and women in both areas are necessary to realize the core values of culture and to equip with the knowledge on marketing channels, having the effects of marketing shown by a successful solidarity of cultural values and consumers.