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Making Media WorkCultures of Management in the Entertainment Industries$
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Derek Johnson, Derek Kompare, and Avi Santo

Print publication date: 2014

Print ISBN-13: 9780814764695

Published to NYU Press Scholarship Online: March 2016

DOI: 10.18574/nyu/9780814764695.001.0001

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Listening and Empathizing

Listening and Empathizing

Advocating for New Management Logics in Marketing and Corporate Communications

(p.275) 12 Listening and Empathizing
Making Media Work

Sam Ford

NYU Press

This chapter provides an assessment of why media scholars should challenge the industries' tendencies for intransigence and fractured communications from within. It identifies the error of such an approach of clients who aim to strategically maximize their digital presence, but are often reluctant to shift tactics in how they interact with consumers. While advocating for more media studies scholars to change the existing media industry structures from within, the chapter also underlines the concerns and limitations that arise when initiating a tactical challenge of this sort. For this study, “management” is described as the processes and logics by which a company's communication to external audiences is conceptualized and implemented across divisions. The chapter argues that interdepartmental communication processes and competing conceptualizations of “the audience” lead to internal tensions that manifest in external communication across media channels.

Keywords:   media studies, media scholars, media industry structures, management, interdepartmental communication, corporate communication

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