Abstract
The following paper intends to investigate the multimedia and multimodal system which is produced by a broadcaster. The following text is a case study which includes an analysis of the casting format POPSTARS. The leading question is to examine the set up of a system of offerings like POPSTARS; or more functionally speaking: how the elements of such a programme system collude. Furthermore, the production strategy followed by the broadcaster ProSieben is reconstructed and its development and implementation are illustrated in the form of the programme system’s marketing mix. The Cultural Studies model of decoding and encoding is used as theoretical fame as well as social semiotics and media socialisation.
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