The article titled "The New Media Giants- Changing Media Structure", by Croteau and Hoynes, discusses the media industry. It discusses Viacom's merger with CBS as an example of how a few Media companies have come to control the majority of the industry. The article explains how the deregulation of the Media industry, has led to monopolies and domination of the media by huge companies. It is also mentioned how television is dominated by 4 major companies (36). One of these companies is Disney. I find Disney to be a great example of Media domination. Although it is not the largest Media giant, It's size is something I have noticed. When I hear the brand Disney I think of animated movies and child/tween programs. Some of the Disney owned brands seem surprising to me, such as ESPN. It wasn't until I found this video on youtube that I understood the sheer size of the Disney corporation. This video portrays how large a media compony can be. It is a good example of how a large percentage of the industry can be monopolized and controlled by a single entity. Not only does this "Media Giant" control a large portion of the television industry, but they have also expanded to other markets. Some examples include fashion, electronics, toy, and gaming manufacturing.
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