CMGT 543

Managing Communication in the Entertainment Industry

Spring 2013

Instructor: David Craig Section: 21738

Email:Classroom:ASCG34

Telephone:213-281-1613 (cell)Days/Times: Wed.6:30-9:20pm

Office hours:By appointment before class; email your request; please include topic.

COURSE DESCRIPTION: This course examines the theory, practice and policies of media management within traditional Hollywood media corporations as they are evolving in the age of media convergence. We will survey the structure and culture of the multinational media conglomerates as well as conduct a case study of a single film and television network, e.g., Paramount and CBS. Then we will explore how the digital age is producing dramatic upheaval in the lives and careers of media professionals, whether operating in traditional or new media. We will identify those unique strategic demands, e.g., how to foster innovation, cope with precarity, encourage entrepreneurship and manage technological change. In addition,the class will be producing the Hollywood 3.0 Forum, a series of panel discussions about the future of the media and entertainment industries.

COURSE GOALS

  • To understand the management, organization, culture and practices of traditional entertainment media corporations and how they are adapting to the Digital Age.
  • To build a portfolio that includes producing a media festival.
  • To develop core competencies and work skills, including conducting research, writing professional papers, making state of the art presentations and developing networking skills.

REQUIRED TEXTS

  • Deuze, Mark (Ed.) (2011). Managing Media Work.
  • Hesmondhalgh, D. (2007). The Cultural Industries. Sage: 2nd Edition.
  • Honthaner, E. L. (2005). Hollywood Drive: What it takes to break in , Hang in and make it in the Entertainment Industry. Focal Press.
  • Kung, Lucy (2008). Strategic Management in the Media: Theory to Practice.
  • Additional readings will be posted on Blackboard and are subject to change.

SYLLABUS (Subject to Change)

Class / Topics/ Class Projects / Reading/Assignments (due before class)
1/16 / Introduction
Swimming with Sharks
1/23 / Prezumes and Blogs
Lecture: Media Industries / Start Blog; Post Prezume
Cultural Industries/ Intro-3
1/30 / Guest Speaker: Kay Madati
Pick Conglomerates / Cultural Industries/ 4-7
2/6 / Guest Speaker: / Cultural Industries/ 8-Conclusions
2/13 / Lecture: Media Regulation / Class essay Due
2010 Creative Economy Report
Arsenault/ Multimedia Business Networks
Meehan/ Media Industries
2/20 / Present: Media Conglomerates / Strategic Media/ 1-4
2/27 / Guest Speaker:
Pick Film/TV Departments / Strategic Media/ 5-11
3/6 / WATCH: Digital Nation (PBS) / Managing Media Work/ 1-7
3/13 / Guest Speaker: / Managing Media Work/ 11-19
3/20 / SPRING BREAK / NO READING/ NO BLOG
3/27 / Present: Film Studio / Gil/Technobohemians or the new Cybertariat (Skim)
4/3 / Present: TV Networks
(Visiting scholars from Hamburg) / Schafer/Bastard Culture (skim)
4/10 / Guest speaker: / Managing Media Work/ 20-24
4/17 / Guest Speaker: Jeremy Dann/ RELISH/ Case Study / Neff/ Entrepreneurial Labor
Turner/Burning Man and Google
Rimscha/ Entertainment workers Respect
Christopherson/ Beyond the Self-expressive worker
4/24 / Prep: H3.0 Forum / Caldwell/ Hive-Sourcing
Berman/ New Business Models
Fish/ Digital Labor is the new app
4/26 / Hollywood 3.0 Forum / No reading / no blog
5/1 / Recap Forum/ Prep Final
Essay Exam posted after class.
5/8 / Final Exam Due via email

COURSE GRADING and ASSIGNMENTS

20%Participation: Blog, Class Essay, Job Workshops

40%Presentations (20% each)

20% Hollywood 3.0 Forum

20% Final Essay Exam

PREZUME (Prezi + resume)

  • This will not be graded.
  • Go to Prezi.com, sign up for a free educational account, take the tutorial and get started.
  • “Show me”5-7 things I should know about you: where you are from, where you went to school, your work experience, the reason you picked this course, etc.
  • You HAVE 5 minutes MAX. Focus only on the most important information and be brief.
  • Use images, pictures, logos, video. Limit your text as much as possible. Be creative.
  • Post the link to your Prezi on the class blog before class.

BLOG

  • You are to relate THAT WEEK’s reading to a current news item. Unless there is a guest speaker, in which case you are to relate from the reading to what the speaker discussed.
  • Write a brief description (2-3 lines) of the article and its relation to the reading.
  • Cite the reading, including page number.
  • Create a successful hyperlink. See blackboard for instructions.
  • Be prepared to discuss in class.
  • Do not post what has been previously been posted by another student.
  • Sources may include the following, although you are welcome to look elsewhere.

  • Cynthia’s Cynopsis/ Nikki Finke’s Deadline.com
  • Hollywood Reporter/ Variety
  • New York Times/LA Times
  • Iwantmedia.com
  • Wired.com
  • Huff Post Tech/Media
  • Gizmodo.com
  • ExtremeTech.com
  • Buzzfeed.com/Tech
  • AllthingsD.com
  • Metascott.com

CMGT 543/Media Work/Spring 2012

CLASS ESSAY:

  • Write an argument essay based on this question: what do you consider are your best and worst qualifications as an aspiring media professional?
  • Make certain to define your terms: traits, success, media, professional
  • 2 pages MAXIMUM, including citations.
  • Use WORD and APA Format.
  • The essays should be emailed to Professor Craig by 6pm.

FINAL ESSAY EXAM: the questions and instructions will be posted on Blackboard towards the end of the semester. This exam requires that you have attended class, performed the readings, completed your assignments and synthesized the knowledge from the lectures, reading, presentations and speakers. On this last note, I recommend taking notes on speakers.

Presentations:

Media Conglomerates – this is a group presentation; each group will conduct a case study of one U.S. multinational media conglomerate and provide a detailed analysis of the various divisions and companies owned by each conglomerate, detailing the history of these conglomerates, senior management and their backgrounds, profit/loss statements, discussing their recent mergers, diversification and brand strategies, any notable press or significant changes in strategy or management, brand strategies, diversity, etc. Each group must obtain an interview with a representative (any level) from the human resources department of their conglomerate; this may be by phone, email or in person.

Film/TV Presentations – we will be selecting a film studio and television network to conduct case studies. The class will be divided into a film and television group; each individual in each group will be assigned a department of the studio or network. You are to present on the nature of the department identifying the management team, their backgrounds and how long they have worked there, the nature of their work (product or service), their most successful product (unless a service department), any recent management changes, the culture of the department, which includes such concerns with normal work hours, team cohesiveness, dress codes, physical departmental design, etc. You must conduct an interview with someone in that department at manager level or above, preferably in person, otherwise, by phone and/or email.

HOLLYWOOD 3.0 FORUM: the class will produce the annual Hollywood 3.0 Forum,a day-long series of panels focusing on the future of the media and entertainment industries.

  • The event will be scheduled during the day on a Friday in April at Annenberg. If you are working, please arrange to have that day off if possible.
  • There will be a number (tbd) of panels featuring working media professionals (tbd).
  • Each panel will be organized and moderated by CMGT studentsand will examine a different facet of the industry, e.g., new media, global media, and advertising, with a focus on the latest developments and the future in that area.
  • The class will be updating the Forum website ( and developing a promotional strategy to secure an audience.

JOB WORKSHOPS: The last two classes of the semester will be job workshops devoted towards developing those real-world skills you need to develop to pursue a career in entertainment. The class will decide what to do, whether working on your resumes, job-searching skills, conducting interviews, learning better networking skills, starting a blog, etc.

HOW TO NETWORK: (we will be discussing further in class.)

  • Become active in TEC (Trojan Entertainment Connection) at
  • Join the Linked In Annenberg Media & Entertainment Professionals Group at
  • Start Early!!! That’s not early enough. Start NOW!
  • Made certain you reach the right person. For example, a consultant is not an employee. A line producer is not involved in the creative process. A production executive may or may not be creatively involved. Come to me for clarification first if you are concerned.
  • Locate their office and/or representatives through any means possible, whether the internet, e.g., IMDB or Hollywood Creative Directory or the Studio System.
  • Call, write or email them to request permission to interview them, either by phone, in person or by email. This will probably require numerous attempts.
  • DO WHATEVER IT TAKES! Go through our alumni on the Linked In site; ask you friends, parents, professors. Send cards, deliver gift baskets, ANYTHING YOU CAN DO!
  • Be discreet!

HOW TO MAKE A PRESENTATION (INCLUDING PREZI, HANDOUTS AND INTERVIEWS)

  • You should do your research and have an outline prepared BEFORE starting your prezi.
  • You should be careful to use credible sources and cite these in your handout.
  • This is not POWERPOINT. The PREZI should compliment your lecture, not repeat it.
  • Use as many logos, images, pictures and audio and video clips as possible.
  • Use limited text; no full sentences; try to use no more than three brief bullet points.
  • If you use charts or graphs, make sure they are simple and legible.
  • Take advantage of the movement...try to make it fun, unusual, animated.
  • Pay attention to design. Make your prezi legible but also interesting. BE DARING!
  • Show, Don’t Tell. Avoid long breaks between Prezi points where you just talking.
  • Be professional and confident, even if you have to fake it.
  • DO NOT RUN OVER TIME. I will cut you off.
  • Practice. When you've got it down. Practice some more. And then, practice.
  • For your handout,
  • Use Word only.
  • This should be your outline for your Prezi.
  • Make sure it can be understand with or without the Prezi.
  • Include any links from you Prezi in the handout, just in case.
  • Handouts should be no more than 3 pages, stapled and easy to read.
  • For your interviews,
  • You must cite your interview subjects in your Prezi.
  • You should include an image, name, title and describe their expertise.
  • Recording and including the interview in your Prezi is not mandatory but will count as extra credit. If you do include an interview, the Annenberg Media Lab and Facilities can assist with a camera and editing, lighting and sound.

Late assignments/Emergencies: No late assignments will be accepted. If you have a legitimate and verifiable emergency that makes it impossible to turn in your assignment on time you must: (1) email me before the beginning of class the day the assignment is due to notify me of your emergency, (2) provide official proof (doctor’s note or other evidence) and (3) arrange to email the assignment at a time to be determined.

Statement for Students with Disabilities: Any student requesting academic accommodations based on a disability is required to register with Disability Services and Programs (DSP) each semester. A letter of verification for approved accommodations can be obtained from DSP. Please be sure the letter is delivered to me (or to TA) as early in the semester as possible. DSP is located in STU 301 and is open 8:30 a.m.–5:00 p.m., Monday through Friday. The phone number for DSP is (213) 740-0776.

Statement on Academic Integrity: USC seeks to maintain an optimal learning environment. General principles of academic honesty include the concept of respect for the intellectual property of others, the expectation that individual work will be submitted unless otherwise allowed by an instructor, and the obligations both to protect one’s own academic work from misuse by others as well as to avoid using another’s work as one’s own. All students are expected to understand and abide by these principles. Scampus, the Student Guidebook, contains the Student Conduct Code in Section 11.00, while the recommended sanctions are located in Appendix A: Students will be referred to the Office of Student Judicial Affairs and Community Standards for further review, should there be any suspicion of academic dishonesty. The Review process can be found at:

All work you submit must be your own and you may not inappropriately assist other students in their work beyond the confines of a particular assignment. There is a no-tolerance policy for academic misconduct in this course! The minimum penalty for academic misconduct will be a failing grade (F) for the course – further academic and disciplinary penalties may be assessed.

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