What is synergy? How does it operate within a contemporary media environment primarily run by large conglomerates? Give one example of synergy. How does product integration act as a synergistic strategy?
Categories
What is synergy? How does it operate within a contemporary media environment primarily run by large conglomerates? Give one example of synergy. How does product integration act as a synergistic strategy?
One reply on “Synergy and Product Integration!”
Synergy is when elements come together to create something larger than their sum; in media environments run by large conglomerates, this looks like cohesive franchising where characters and stories span movies, television shows, video games, amusement parks, and collectible consumer products. A specific example is Star Wars (which Disney bought), which includes books, animated/live-action shows, movies, video games, conventions, merch, and amusement park rides. This synergy creates an extensive fan culture that creates a loyal audience for each new avenue of Star Wars that Disney creates, and by expanding the franchise, Disney expands the amount of money that it can make from a single idea. Fans see movies as they come out, buy collectible figurines, and pay for Disney+ streaming to watch the numerous TV shows.
Adding to this example, Star Wars is just one franchise that the Disney conglomerate owns. Disney owns Star Wars, Indiana Jones, Marvel, and The Muppets. They also bought Pixar and 20th Century Fox, giving them Toy Story, Cars, The Incredibles, Avatar, The Simpsons, Planet of the Apes, and much more. Disney can add to these already successful stories, but also sell products and experiences that add up to more than the sum of each of the individual franchises. They own popular culture and can efficiently use it to add to their ever-expanding capital success.