Independent Case Study - Marxism, Pluralism and Hegemony

1) What would be a Marxist perspective of the impact of new and digital media on your chosen case study?

A Marxist perspective would see that power still lies with the likes of distributors like Lionsgate despite the developments that NDM has brought. They can dictate the advertising of the film as they see fit once the filmmakers have sold/sacrificed the rights of their film to them. This is considered to be the 'traditional model' of distribution allowing the film distributors to control advertising on all platforms including VoD.   
2) How would a pluralist view the impact of new and digital media in your chosen industry?

A pluralist would view the impact of NDM positively; as it has meant that there is less of a separation between the viewers and the distributors. What we watch and when we watch it isn't completely controlled by distributors like Lionsgate anymore. Media organizations are responsive to the audience as pluralists believe even more than before. With the likes of VoD services such as Netflix content is categorized to suit the users through the individual profiles that can be created under one account. One profile in the account can be tailored to suit a Rom-Com lover while the other can be tailored to suit a thriller film lover.   

3) Are there any examples of hegemony in your chosen industry or case study?

I think hegemony examples come from the Netflix and VoD side of my case study into film viewing and distribution. I think hegemony is evident in regards to the films that Netflix features relative to the actors that star in it. For example, the film 'Grown Up's 2' starring the more recognized 'Adam Sandler' amongst other films starring him is constantly featured in the 'trending' list and more highly recommended in regards to user ratings as a pose to a film starring a smaller name actor/actress such as 'Bridgit Moynahan' known for a lot of series shows such as 'Going to California'.While some of her films are advertised on Netflix they do not appear at the top of the listings as often.