The traditional understanding of media industries reminds us of mass media such as TV, radio, newspaper etc. Digital technologies, however have reshaped how media is made, consumed, and comprehended by increasingly fragmented audience groups. Self-made public accounts, search-based video streaming platforms, and social media apps refreshed our vision of media and challenged the existing ways of running a successful media. How to develop a thorough understanding of the rapidly changing market? This course is an introduction to the media industries, with a particular focus on the institutional forces (i.e., market structures, law and regulation, technological advancement, and audience dynamics) that shape the content and forms of emerging media. Combining lectures and guest talks, this class will make sense of the key concepts, professional terms, and business logics embedded in the production and operation of the global media industries. Furthermore, we will take case studies approach to examining the economic and social influences of media companies in specific contexts, particularly China, U.S., and U.K. These knowledge, together with the analytical skills that the students will acquire through in-class discussions, will allow them to comprehend and cope with the interplay among technology, market forces, and regulators in a wide array of media companies, including television, film, news, social media, video streaming, and the media-related tech businesses. Prerequisite: None. Fulfillment: IMB major Emerging Media Foundation course or IMB major IMA/IMB elective.
Interactive Media and Business (Undergraduate)
4 credits – 15 Weeks
Sections (Spring 2025)
IMBX-SHU 106-000 (21279)02/03/2025 – 05/16/2025 Mon12:00 AM – 3:00 PM (Early afternoon)at ShanghaiInstructed by Froehlich, Fabian