MAPPING THEORY - DAVID HESMONDHALGH

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KEY IDEAS:
//Cultural companies try to minimize risks and maximize audience through vertical and horizontal integration (pattern of ownership theory) and operate cross-media.
//Vertical integration - The Jungle Book is produced/funded/distributed (Buena Vista ownership) by Disney in 1967 and 2016.
//Horizontal integration - Disney owns several companies in the same sector e.g Lucasfilm and Marvel Studios.
//Minimising risk - safe genre, established audience

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