Study Questions

  • Compare the concepts of “short head” and “long tail.” What content are you buying and accessing most often? Has your usage changed in the last few years? 

  • In the last part of the 20th century, why did major companies choose to consolidate? What specific factors, according to the textbook, have driven media companies to streamline their products, services, and organizational processes? 

  • How might a major media company utilize synergy to market a product? Can you identify different aspects of the company where a product might be promoted? 

  • According to the textbook, what role does government play in media control? 

  • The text says that broadband networks are changing the media landscape. As the textbooks suggests, there are no longer just six major media players. How has this market change affected legacy media companies?