Introduction
This essay explores the purposes behind media content creation, focusing on promotion, profit, and public service. While some media content may appear to have a singular, obvious purpose, others exhibit a combination of intentions, serving multiple stakeholders simultaneously. By examining specific examples of media content studied within the field of Higher Media, this discussion will critically assess how these purposes manifest and overlap. The analysis will draw on theoretical perspectives and practical case studies to evaluate the complexities of media production motives. Key examples, including advertising campaigns and public service broadcasting, will be used to illustrate the interplay of these purposes, highlighting their relevance to media industries and audiences.
The Dominance of Profit in Commercial Media Content
Profit is often the primary driver for much commercial media content, particularly in advertising and entertainment. Media corporations aim to generate revenue through audience engagement, subscriptions, or product sales. A clear example is television advertising, such as Coca-Cola’s “Share a Coke” campaign, launched globally in 2013. This campaign personalised product packaging by printing common names on bottles, encouraging consumer interaction and ultimately driving sales (Smith, 2015). The primary purpose here is profit, as the campaign directly correlates with increased revenue for the company. However, it also serves a promotional purpose by enhancing brand visibility and emotional connection with consumers.
Critically, while profit dominates, it is rarely the sole purpose. As noted by Hesmondhalgh (2019), media industries often intertwine economic goals with cultural influence, suggesting a dual agenda. The “Share a Coke” campaign, for instance, promoted social interaction, arguably aligning with broader societal values of connection, though this remains secondary to financial gain. This overlap demonstrates how profit-driven content can subtly incorporate other purposes, complicating a singular interpretation of intent.
Public Service as a Core Purpose in Broadcasting
In contrast, public service broadcasting (PSB), such as that provided by the BBC in the UK, prioritises informing, educating, and entertaining without a direct profit motive. The BBC’s coverage of national events, like the annual Remembrance Day broadcasts, exemplifies content primarily created for public service. These programmes aim to foster cultural unity and historical awareness among viewers, funded through the licence fee rather than commercial revenue (Collins, 2006). The purpose is explicitly to serve the public interest, reflecting democratic and civic values.
Nevertheless, even PSB content can overlap with promotion. The BBC often uses such broadcasts to reinforce its own brand as a trusted national institution, indirectly promoting its relevance to justify continued funding. This dual purpose highlights that even content rooted in public service can serve institutional agendas, illustrating the complexity of media motives.
Promotion as a Multi-Layered Purpose in Media Content
Promotion, as a purpose, frequently intersects with profit and public service. Social media content, such as influencer marketing on platforms like Instagram, exemplifies this. Influencers often promote products for financial gain while simultaneously building their personal brand. For instance, a beauty influencer endorsing a skincare line serves both to profit (through sponsorship deals) and to promote (both the product and their own profile). As Papacharissi (2015) argues, digital media blurs the lines between personal expression and commercial intent, creating content with layered purposes.
Moreover, promotional content can inadvertently serve public service aims. Campaigns like the UK government’s “Stay Home, Protect the NHS, Save Lives” messaging during the COVID-19 pandemic were promotional in nature, aiming to influence public behaviour. Yet, their core intent was public service, protecting health systems and communities (UK Government, 2020). This demonstrates how promotion can align with broader societal benefits, complicating a narrow view of media purposes.
Conclusion
In conclusion, media content is rarely created with a singular purpose; instead, it often serves a combination of promotion, profit, and public service objectives. Commercial campaigns like “Share a Coke” prioritise profit while incorporating promotional elements, whereas public service content from the BBC focuses on civic duty but subtly promotes institutional value. Similarly, promotional content on social media or during public health crises reveals overlaps with profit and public service aims. These examples, drawn from studied media content, underscore the multifaceted nature of media production. Understanding these overlapping purposes is crucial for critically engaging with media, as it reveals the complex interplay between economic, cultural, and societal forces shaping content. Indeed, future research might further explore how audience reception influences the perceived dominance of one purpose over others, offering deeper insights into media impact.
References
- Collins, R. (2006) Public Service Broadcasting in the United Kingdom: Challenges and Opportunities. Polity Press.
- Hesmondhalgh, D. (2019) The Cultural Industries. 4th edn. SAGE Publications.
- Papacharissi, Z. (2015) Affective Publics: Sentiment, Technology, and Politics. Oxford University Press.
- Smith, P. (2015) Marketing Communications: An Integrated Approach. Kogan Page.
- UK Government (2020) Coronavirus (COVID-19) Guidance and Support. UK Government Publications.
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