Contextual Studies Creative Media Production

Question: Discuss the critical analysis of institutional context of creative media? Answer: Critical Analysis Of Institutional Context Of Creative Media Creativity in one term can be defined as reconstruction. Creativity is the replication of one persons inner ideas and thoughts. It is the reconstruction of understanding of a situation in a non-obvious way (Murphy, Fox-Rogers and Redmond, 2014). Creative Media includes fields like Advertising, Publishing, which in turn includes within them Fashion and textile, film, music, radio and television, performing arts, computer games, interactive media etc. The introduction of creative media have influenced media production at different levels in different ways. Today the quality of products that are being delivered to people, in comparison to the previous products produced, are of much better quality in all aspects. As a result of improved quality of production, viewership has increased rapidly. People are spending more time, for example in watching news or taking interest in thinking about a particular issue in country as news are being delivered to the viewers in a modern and interesting way. The main influence of creative media on production is the alteration of scale in reaching out to people. Creative media has helped in constructing old ideas in new modern ways, which in turn have developed an interest in peoples mind as the platform being used nowadays is of international level. Ideas are being approached and reconstructed in such manner so that it can fit the understanding of different class of people (Ashley and Tuten, 2014). Basically there are five leading recording and distribution companies that is presently dominating the Music Industry namely, Warner Elektra-Atlantic, Sony Music Entertainment, Universal Music Group, BMG distribution and CEMA Distribution. These companies together are handling almost 80% of the USA market, thereby recording, producing, record labeling and selling products to wholesalers and retailers. In respect to the other 20% of the market, there are other small scale recording and distributing companies serving the purpose. Reception on media products: Today the commercial media market is being ruled by 3 institutions mainly. These are advertisers, advertising agencies and media organizations. They all take part in collaborating consumer and audience markets. Today music and media are being recorded and produced keeping in mind the present day taste and demands of the audiences. Mainly today media production is based on commercial floors. Finance determines the production limit of various media houses (Gower and McDowall, 2012). The more the finance, the more innovative project is produced. There has been a rapid change in viewership as well. Audiences are becoming consumers day by day as new developed services are being provided to them via mobile communications and digital television. New applications are being launched whereby people can access there favorite music channel and music in just one click. For example, various websites like Ganna.com, songspk.com etc provide audience the facilities to listen their choice of music onl ine. Even there are application like Hotstar TV which provide with the facility of watching online movies and television serials on mobile phones (Music Industry Mobilizes for Music Service, 1949). Hence the rate of viewership has shown a distinct change in todays media market. References Ashley, C. and Tuten, T. (2014). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement.Psychology Marketing, 32(1), pp.15-27. Gower, L. and McDowall, J. (2012). Interactive music video games and children's musical development.Brit. J. Music. Ed., 29(01), pp.91-105. Murphy, E., Fox-Rogers, L. and Redmond, D. (2014). Location Decision Making of Creative Industries: The Media and Computer Game Sectors in Dublin, Ireland.Growth Change, 46(1), pp.97-113. Music Industry Mobilizes for Music Service. (1949).Music Educators Journal, 36(1), p.26.