This document discusses key topics in modern media production including platformization, creativity and innovation, and startups and entrepreneurship. It notes that to survive in today's media landscape, producers must view their role across the entire value chain and focus on engaging directly with consumers. The document also outlines different types of multimedia storytelling approaches like multimedia, crossmedia, and transmedia and provides advice for startups like thinking big but starting small and understanding audience needs.

1. Making Media:
Production, Practices and Professions
• political economy (continued)
• platformization
• creativity and innovation
• startups and entrepreneurship
#makingmedia

3. platform logic | platformization

7. “Surviving in the new media landscape will require a
change of mindset, recognizing that media
production is no longer simply a matter of producing
great content. Media producers must take in the
whole value chain and reclaim their relationship with
media consumers.”

8. exploitative versus explorative innovation

9.  product
 process
 position
 paradigmatic
 genre
 social

11. multimedia
crossmedia
transmedia

12. multimedia:
one story, many forms, one channel

15. crossmedia:
one story, many channels

19. transmedia:
one storyworld, many stories,
many forms, many channels

22. think big, start small
relate the story to the world
understand affordances
work together
study the audience

24. startup/entrepreneurship as symbolic form

29. startups/entrepreneurship as affordance network

30. startup/entrepreneurship as cultural practice

31. entrepreneurship