Asuonline alasu edu

FMS 394: Marketing & Media Industries

Spring 2015 M/W 3pm-4:15pm, LL 103

Instructor: Professor Julia Himberg Office Hours: Mondays 12-2pm and by appointment in LL 647B E-mail: Julia.Himberg@asu.edu Course Overview This course will provide an overview of the world of marketing as it relates to the media industries. With particular emphasis on critically examining the role of consumer culture in media, we will examine contemporary branding culture, the structure of the media industries, deregulatory policies, and the relationship between marketing and culture. We will consider the ways in which regulatory and technological shifts, as well as growing impulses toward globalization, have intersected with industrial changes. We will also look at the range of theoretical and critical approaches that have been taken toward the media industries. The course then examines the factors that influence the media and, in turn, examines the influence of media on attitudes and values. You will be expected to develop an analytical appreciation of the strengths and weaknesses of various media theories and to arrive at some thoughtful conclusions regarding your own theoretical preferences. Drawing on your experiences as targets and consumers of media, this course will discuss the cultural, economic, and political implications of a modern media culture dominated by branding, market segmentation, and industry deregulation and consolidation. Course objectives include considering questions such as: How do marketers, media producers, executives define our identities and lifestyles? How do their conceptions of our identities and lifestyles guide the advertisements and media we see today? What is the role of government regulation in the industries and in the ways that it has changed over the past hundred years? How do we, as media consumers, control these ideas about who we are? How can we evaluate how media and technological developments change based on factors like ownership, regulation, marketing and branding? Required Readings You do not need to purchase any books for this course. The weekly readings are available on the course’s Blackboard site. Go to http://asuonline.alasu.edu/ select the course, and click on “Contents.” You can download and print out each article at your convenience, along with other course documents. Note that a direct link will be provided for several of the assigned readings.

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COURSE EXPECTATIONS Attendance is required for all class sessions. All assignments must be handed in on time. Late work is not accepted, except in the case of unforeseen and/or unavoidable circumstances. In these instances, official documentation is required for the work to be accepted. All assignments must be completed and handed in to receive a passing grade in the class. The course test must be handed in on the scheduled day/time: March 4th at 3pm. Late exams will be accepted only with a doctor’s note. If you have a medical emergency during the semester, you will need a formal letter from a doctor on official letterhead to document your illness. There will be no exceptions to this requirement. If this occurs during the last week of class, you may request an “Incomplete” on your course, provide Professor Himberg with appropriate documentation prior to the end of term, and make arrangements to complete the final assignment by a date set by Professor Himberg. Excused absences related to religious observances/practices that are in accord with ACD 304–04, “Accommodation for Religious Practices.” Excused absences related to university sanctioned events/activities that are in accord with ACD 304–02, “Missed Classes Due to University-Sanctioned Activities.” Back up all work and plan ahead for all unexpected printing, scanning, or emailing problems. Technical failure, unfortunately, can and does happen, however it is not an excuse for late work. Blackboard I will use the Blackboard site (http://asuonline.alasu.edu/) to post announcements, assignments, and articles that we will discuss in class. Please check it at least once a week to be up to date on all course materials. Be sure you have an email account linked up with Blackboard so class emails will reach you. DISABILITY ACCOMMODATIONS Qualified students with disabilities who will require disability accommodations in this class are encouraged to make their requests to me at the beginning of the semester either during office hours or by appointment. Note: Prior to receiving disability accommodations, verification of eligibility from the Disability Resource Center (DRC) is required. Disability information is confidential. Establishing Eligibility for Disability Accommodations: Students who feel they will need disability accommodations in this class but have not registered with the Disability Resource Center (DRC) should contact DRC immediately. Their office is located on the first floor of the Matthews Center Building. DRC staff can also be reached at: 480-965-1234 (V), 480-965-9000 (TTY). For additional information, visit: www.asu.edu/studentaffairs/ed/drc. Their hours are 8:00 AM to 5:00 PM, Monday through Friday. ACADEMIC DISHONESTY Academic honesty is expected of all students in all examinations, papers, laboratory work, academic transactions and records. The possible sanctions include, but are not limited to, appropriate grade

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penalties, course failure (indicated on the transcript as a grade of E), course failure due to academic dishonesty (indicated on the transcript as a grade of XE), loss of registration privileges, disqualification and dismissal. For more information, see http://provost.asu.edu/academicintegrity. DEADLINES TO REMEMBER February 16: Branded media concept draft DUE in class February 25: Take-home exam distributed in class March 4: Take-home exam DUE in class March 25: Revised branded media concept DUE in class April 20, 22, 27, 29: Branded media product presentations in class April 29: Final branded media project DUE in class COURSE REQUIREMENTS AND GRADING BREAKDOWN 1. Attendance & Participation (10%) Because this class is a discussion-based course, attendance, preparation, and active participation from all class members are necessary. The best discussions take place when everyone comes to class prepared so please be sure that you read assignments before coming to class and participate every session as an active listener, discussant, and writer. Please do not be shy about expressing your opinions. We all have different life histories and experiences so we will have different perspectives on the issues we discuss in class. This should be a comfortable space for all of us to share those opinions. We will more than likely disagree at times so it is essential that we are respectful to one another and not judgmental. This class is a safe and respected area for everyone. 2. Reading responses (10 points each, 30 points total) Three times during the semester, you’ll be required to turn in a ONE-TWO page response to the readings and other course materials. These papers should engage critically with the course readings, screenings, and discussions and should demonstrate both a grasp of the material and your own analytical response to it. Simply saying whether you liked or disliked something is not sufficient; you should demonstrate careful, analytical thinking. These responses will be announced randomly during the semester and you will have 48 hours to write them. 3. Take-home exam (25 points) Take-home exam due in class on March 4. The questions will be emailed to you on February 25. The test will ask you to respond to TWO essay questions. More specific guidelines will be provided as we get closer to the exam date. 4. Branded Media Project (35 points) This will be the cumulative assignment for the course. In groups of TWO, you will create a concept for a specific media product and its brand (film, TV network, studio, TV series, web series, blog, phone app, equipment, website, etc.) based on the critical frameworks we utilize in the class. The project is meant to demonstrate the practical application of the concepts learned during the semester.

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In the assignment you will be asked to address questions such as: What is the media product’s brand identity? How will you convey this identity? Who is the target audience for the product? How do promos communicate who this intended audience is? Is there official website that promotes the product? Describe what you would incorporate in terms of interactive forums, fan activities, blogs, online stores, music downloads, or other relevant components of the brand? How does this brand create opportunities for synergistic cross-promotion of other media products? Who owns the media product? Is it a start-up or owned by a media company owned by a larger entity? You will develop this project over the course of the semester so that as you engage with new ideas you can further refine the media brand. There will be several due dates for the assignment with more specifics provided closer to each one:

1. Draft concept: February 16 2. Revised concept: March 25 3. In-class presentations: April 20, 22, 27, & 29 4. Final project: April 29

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****************************************************************************** Weekly Schedule

Readings should be completed before class on the day they are listed on the calendar. Week 1: Introduction and Definitions

M 1/12 – Why study marketing & media industries? W 1/14 – Read: Turow “The Power Under the Hood” pp. 13-33 Week 2: Lifestyle and Consumer Culture M 1/19 – Holiday (MLK Day) W 1/21 – Read: Mike Featherstone “Lifestyle & Consumer Culture” pp. 81-92 Week 3: Branding, Part I

M 1/26 – Read: Klein, “The Brand Expands” pp. 27-61 W 1/28 – Read: Banet-Weiser, “Branding Creativity” pp. 91-124 Week 4: Branding, Part II

M 2/2 – Read: Hearn, “The Promotional University 2.0” pp. 195-217 W 2/4 – Read: Marwick, “Self-Branding: The (Safe for Work) Self” pp. 163-204 Week 5: Advertising and the Cultural Industries

M 2/9 – Read: Meyers, “From Sponsorship to Spots…” pp. 69-89. W 2/11 – Read: Turow, “Targets or Waste” pp. 88-110 Week 6: Advertising and Audiences M 2/16 – Read: Meehan, “Don’t Blame the Viewers” pp. 27-52 Collins, “Netflix…”

W 2/18 – Read: Lotz, “Recounting the Audience…” pp. 193-214 ***Branded media concept due 2/16*** Week 7: Commodity Activism

M 2/23 – Read: Littler, “Green Products & Consumer Activism” pp. 76-92 W 2/25 – Read: Banet-Weiser, “Branding Politics: Shopping for Change?” pp. 125-164

***Take-home exam distributed 2/25*** Week 8: Media Conglomerates

M 3/2 – Read: Read: Schatz, “The Studio System and Conglomerate Hollywood” pp. 1-32 W 3/4 – Read: Read: Johnson, “Deregulation, Differentiation, and Niche Targeting” pp. 15-36 ***Take-home exam due 3/4*** Week 9: Spring Break (No class) Week 10: Branding Sexuality

M 3/16 – Read: Sender, “Sex Sells” pp. 331-365 W 3/18 – Read: Ng, “A ‘Post-Gay’ Era? pp. 258-283

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Week 11: Global Media

M 3/23 – Read: Waisboard, “McTV: Understanding the Global Popularity…” pp. 359-383 Imre & Bardan, “Dracu-Fictions and Brand Romania” W 3/25 – Class canceled ***Revised branded media concept due 3/25*** Week 12: Branding Race & Ethnicity

M 3/30 – Read: Dávila, “The Hispanic Consumer” pp. 71-94 W 4/1 – Read: Smith-Shomade “Target Market Black…” pp. 177-193

Week 13: Branding Gender M 4/6 Read: Montgomery, “Packaging Controversy” pp. 194-215 W 4/8 Read: Douglas, “Introduction: Fantasies of Power” pp. 1-22 Week 14: Labor & Surveillance

M 4/13 Read: Andrejevic “The Kindler, Gentler Gaze of Big Brother” pp. 251-270 W 4/15 Listen to podcast: Lanier, Who Owns the Future? https://podcasts.jccsf.org/2013/05/jaron-lanier/

Week 15: (M 4/20 & W 4/22) Branded Media Project Presentations Week 16: (M 4/27 & W 4/29) Branded Media Project Presentations, Final project due 4/29 in class

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