CMNS
130
Synergy
nCorporations have created synergyÑÓthe process of taking a media brand and
exploiting it for all
the profit possibleÓ (McChesney, 1998)Ñvia the vertical (The control
over cultural production, distribution and
exhibition ) and horizontal (Ownership
and control across a variety of media and
industries ) integration
of industries.
nGlobal conglomeration has resulted in
the predominance of a
few media mega giants controlling
the world-wide flow of communication goods such as Time Warner, Disney, News Corporation, Sony, Viacom, General
Electric (owner of NBC),
Dutch Phillips (owner of Polygram) and Bertelsmann