Issues raised in the targeting of audiences by institutions

Discuss the issues raised in the targeting of national and local audiences by international or global institutions

There are several issues raised in the targeting of national and local audiences by international or global institutions. Independent institutions such as DreamWorks Pictures are considered a small player in media as they are only able to target a limited audience. This is because their platforms consist of films that are animated and therefore may only attract an audience that enjoys animation. Because of this, their targeting of audiences is difficult. Their low budget only allows for limited advertising and marketing, meaning their film media is only reached by audiences on a local aspect. In terms of production and distribution globally, the disadvantages of being the “small guy” in media are that the target audience will be limited, and the institution will therefore bring in less money.

On the other hand, conglomerate institutions such as Universal are considered a large player in film media. They produce media internationally and promote their media through advertising and marketing. Since conglomerate institutions have the money to afford extended advertising, they can target a much larger audience. In this case, being able to produce and distribute film media locally and globally has many advantages. For example, conglomerate institutions who are able to produce media in this way are likely to bring in a larger audience which will come with a larger amount of money in the industry. The audience will improve the film media’s success and help it spread on an international and national level. In addition, this income will also help the industry be able to produce the films in other formats such as 3D and IMAX.