Block 1.3 Media &
Entrepreneurship
2018-2019
Jan Niclas Hartwig
391550
International Communication
Study Notes
,Table of Contents
LECTURE 1:.................................................................................................................................................... 5
CONSULTANCY IN COMMUNICATION & ENTREPRENEURSHIP:............................................................................................5
Consultant:......................................................................................................................................................5
Communications Consultant:..........................................................................................................................5
Communications vs. Communication:........................................................................................................................5
Communication Fields and Roles:....................................................................................................................5
Finding the niche in Communication Consulting:............................................................................................6
Entrepreneurship, Entrepreneur, Entrepreneurial:..........................................................................................6
Intrapreneurship, Intrapreneur.......................................................................................................................6
LECTURE 2:.................................................................................................................................................... 7
ENTREPRENEURSHIP AND THE BUSINESS PLAN:...............................................................................................................7
5 Principles of Effectuation:.............................................................................................................................7
Reasons to become an Entrepreneur:.............................................................................................................7
Risks of becoming an Entrepreneur:................................................................................................................8
Risk of Failure and Why Business Fail:.............................................................................................................8
THE BUSINESS PLAN:.................................................................................................................................................8
Role of the Business Plan:................................................................................................................................8
Strategic Planning:.....................................................................................................................................................9
Business Plan:............................................................................................................................................................. 9
LECTURE 3:................................................................................................................................................... 10
PERSONAL BRANDING:.............................................................................................................................................10
What is Personal Branding:...........................................................................................................................10
Brand:....................................................................................................................................................................... 10
Personal Branding:...................................................................................................................................................10
Benefits of a winning personal brand:..........................................................................................................10
Steps to Build – Personal Branding:..............................................................................................................10
LECTURE 4:................................................................................................................................................... 11
MARKET ORIENTATION AND ANALYSIS TOOL:..............................................................................................................11
Market Orientation:......................................................................................................................................11
SWOT Analysis:..............................................................................................................................................11
LECTURE 5:................................................................................................................................................... 12
MARKETING STRATEGY:............................................................................................................................................12
Link between Corporate and Marketing strategy:....................................................................................................12
Marketing objectives:....................................................................................................................................12
Strategy – Competitive Advantage:..........................................................................................................................12
TOWS MATRIX:.....................................................................................................................................................13
7-PS ELEMENTS:.....................................................................................................................................................13
LECTURE 6:................................................................................................................................................... 14
THE FINANCIAL PLAN:..............................................................................................................................................14
Financial statements:....................................................................................................................................14
Costs:........................................................................................................................................................................ 14
Price Calculation:...........................................................................................................................................14
Steps in pricing:........................................................................................................................................................15
Break-even analysis:.................................................................................................................................................15
Break-even formula:......................................................................................................................................16
Balance Sheet:...............................................................................................................................................17
ASSETS, LIABILITIES AND OWNERS EQUITY:..................................................................................................................17
2
,LECTURE 7:................................................................................................................................................... 18
NETWORK MAP AND ACTION PLAN:...........................................................................................................................18
Entrepreneurship from a cultural perspective:..............................................................................................18
Entrepreneurial support:...............................................................................................................................19
Entrepreneurial Network:..............................................................................................................................19
Tools for networking:...............................................................................................................................................19
Network Mapping and - Social Network Strategies......................................................................................19
Planning and Contingency:............................................................................................................................20
Contingency Planning:..............................................................................................................................................20
MEDIA THEORY:........................................................................................................................................... 21
LECTURE 1:............................................................................................................................................................21
Function & meaning of visual language, composition:.................................................................................21
Theoretical Schools:.................................................................................................................................................21
Visual Literacy...............................................................................................................................................21
Three Theoretical Theories 2.0:................................................................................................................................21
Chapter 3:......................................................................................................................................................22
Function of Visual Language:....................................................................................................................................22
Conveying a Universal message:..............................................................................................................................23
Telling, Proving and Persuading:..............................................................................................................................23
Possibility to compare things:..................................................................................................................................23
Stimulants, Touching emotions and Entertainment:................................................................................................23
What is Film?.................................................................................................................................................23
Camera Technic:............................................................................................................................................24
Shots:.............................................................................................................................................................24
Directing attention:.......................................................................................................................................24
MEDIA:........................................................................................................................................................ 27
MEDIA:........................................................................................................................................................ 29
SEMIOTICS:............................................................................................................................................................29
Logos:............................................................................................................................................................29
Pierce Theory:................................................................................................................................................29
THEORY OF RONALD BARTHES:..................................................................................................................................30
Pierce vs. Barthes:.........................................................................................................................................30
Signs reinforce messages:.............................................................................................................................30
Gestalt (seeing):............................................................................................................................................31
Light: The third Dimension:......................................................................................................................................31
Visual Rhetoric:..............................................................................................................................................31
Metaphors:............................................................................................................................................................... 32
Paradox:................................................................................................................................................................... 32
Synecdoche:............................................................................................................................................................. 32
Hyperbole:................................................................................................................................................................ 33
Oxymoron:............................................................................................................................................................... 33
Pastiche:................................................................................................................................................................... 33
RHETORICAL ANALYSIS:............................................................................................................................................33
Framing:........................................................................................................................................................33
Telling a story:.......................................................................................................................................................... 34
COMPOSITION:............................................................................................................................................ 35
Central or Pattern:.........................................................................................................................................35
Symmetrical vs. Asymmetrical:.....................................................................................................................35
The main shape or line:.................................................................................................................................35
Crop:..............................................................................................................................................................36
Composition – framing:............................................................................................................................................36
Composition – movement:.......................................................................................................................................36
Composition and Gestalt:.........................................................................................................................................36
HIERARCHY IN SEMIOTICS IN FORM OF COMPOSITIONS:..................................................................................................36
The six stages: Social Spheres according to Hall...........................................................................................37
3
, COMPOSITION – RHETORIC:......................................................................................................................................37
INTEGRATED COMMUNICATION:.................................................................................................................................38
Important motives:..................................................................................................................................................38
Integrated media:..........................................................................................................................................38
Storytelling:.............................................................................................................................................................. 38
Usability:.................................................................................................................................................................. 38
Relevance:................................................................................................................................................................ 38
Medium specificity:..................................................................................................................................................38
Co-creation:.............................................................................................................................................................. 39
The voice of …. (TV show):.............................................................................................................................39
Storytelling:.............................................................................................................................................................. 39
Medium specificity:..................................................................................................................................................39
Usability:.................................................................................................................................................................. 39
Relevance:................................................................................................................................................................ 39
Co-creation:.............................................................................................................................................................. 39
SEMIOTICS & CROSS MEDIA:......................................................................................................................................39
Social Media:.................................................................................................................................................39
Decoupage:....................................................................................................................................................40
Mise-en-scene:...............................................................................................................................................40
Axis:...............................................................................................................................................................40
WHAT YOU NEED TO KNOW:........................................................................................................................ 41
4
Entrepreneurship
2018-2019
Jan Niclas Hartwig
391550
International Communication
Study Notes
,Table of Contents
LECTURE 1:.................................................................................................................................................... 5
CONSULTANCY IN COMMUNICATION & ENTREPRENEURSHIP:............................................................................................5
Consultant:......................................................................................................................................................5
Communications Consultant:..........................................................................................................................5
Communications vs. Communication:........................................................................................................................5
Communication Fields and Roles:....................................................................................................................5
Finding the niche in Communication Consulting:............................................................................................6
Entrepreneurship, Entrepreneur, Entrepreneurial:..........................................................................................6
Intrapreneurship, Intrapreneur.......................................................................................................................6
LECTURE 2:.................................................................................................................................................... 7
ENTREPRENEURSHIP AND THE BUSINESS PLAN:...............................................................................................................7
5 Principles of Effectuation:.............................................................................................................................7
Reasons to become an Entrepreneur:.............................................................................................................7
Risks of becoming an Entrepreneur:................................................................................................................8
Risk of Failure and Why Business Fail:.............................................................................................................8
THE BUSINESS PLAN:.................................................................................................................................................8
Role of the Business Plan:................................................................................................................................8
Strategic Planning:.....................................................................................................................................................9
Business Plan:............................................................................................................................................................. 9
LECTURE 3:................................................................................................................................................... 10
PERSONAL BRANDING:.............................................................................................................................................10
What is Personal Branding:...........................................................................................................................10
Brand:....................................................................................................................................................................... 10
Personal Branding:...................................................................................................................................................10
Benefits of a winning personal brand:..........................................................................................................10
Steps to Build – Personal Branding:..............................................................................................................10
LECTURE 4:................................................................................................................................................... 11
MARKET ORIENTATION AND ANALYSIS TOOL:..............................................................................................................11
Market Orientation:......................................................................................................................................11
SWOT Analysis:..............................................................................................................................................11
LECTURE 5:................................................................................................................................................... 12
MARKETING STRATEGY:............................................................................................................................................12
Link between Corporate and Marketing strategy:....................................................................................................12
Marketing objectives:....................................................................................................................................12
Strategy – Competitive Advantage:..........................................................................................................................12
TOWS MATRIX:.....................................................................................................................................................13
7-PS ELEMENTS:.....................................................................................................................................................13
LECTURE 6:................................................................................................................................................... 14
THE FINANCIAL PLAN:..............................................................................................................................................14
Financial statements:....................................................................................................................................14
Costs:........................................................................................................................................................................ 14
Price Calculation:...........................................................................................................................................14
Steps in pricing:........................................................................................................................................................15
Break-even analysis:.................................................................................................................................................15
Break-even formula:......................................................................................................................................16
Balance Sheet:...............................................................................................................................................17
ASSETS, LIABILITIES AND OWNERS EQUITY:..................................................................................................................17
2
,LECTURE 7:................................................................................................................................................... 18
NETWORK MAP AND ACTION PLAN:...........................................................................................................................18
Entrepreneurship from a cultural perspective:..............................................................................................18
Entrepreneurial support:...............................................................................................................................19
Entrepreneurial Network:..............................................................................................................................19
Tools for networking:...............................................................................................................................................19
Network Mapping and - Social Network Strategies......................................................................................19
Planning and Contingency:............................................................................................................................20
Contingency Planning:..............................................................................................................................................20
MEDIA THEORY:........................................................................................................................................... 21
LECTURE 1:............................................................................................................................................................21
Function & meaning of visual language, composition:.................................................................................21
Theoretical Schools:.................................................................................................................................................21
Visual Literacy...............................................................................................................................................21
Three Theoretical Theories 2.0:................................................................................................................................21
Chapter 3:......................................................................................................................................................22
Function of Visual Language:....................................................................................................................................22
Conveying a Universal message:..............................................................................................................................23
Telling, Proving and Persuading:..............................................................................................................................23
Possibility to compare things:..................................................................................................................................23
Stimulants, Touching emotions and Entertainment:................................................................................................23
What is Film?.................................................................................................................................................23
Camera Technic:............................................................................................................................................24
Shots:.............................................................................................................................................................24
Directing attention:.......................................................................................................................................24
MEDIA:........................................................................................................................................................ 27
MEDIA:........................................................................................................................................................ 29
SEMIOTICS:............................................................................................................................................................29
Logos:............................................................................................................................................................29
Pierce Theory:................................................................................................................................................29
THEORY OF RONALD BARTHES:..................................................................................................................................30
Pierce vs. Barthes:.........................................................................................................................................30
Signs reinforce messages:.............................................................................................................................30
Gestalt (seeing):............................................................................................................................................31
Light: The third Dimension:......................................................................................................................................31
Visual Rhetoric:..............................................................................................................................................31
Metaphors:............................................................................................................................................................... 32
Paradox:................................................................................................................................................................... 32
Synecdoche:............................................................................................................................................................. 32
Hyperbole:................................................................................................................................................................ 33
Oxymoron:............................................................................................................................................................... 33
Pastiche:................................................................................................................................................................... 33
RHETORICAL ANALYSIS:............................................................................................................................................33
Framing:........................................................................................................................................................33
Telling a story:.......................................................................................................................................................... 34
COMPOSITION:............................................................................................................................................ 35
Central or Pattern:.........................................................................................................................................35
Symmetrical vs. Asymmetrical:.....................................................................................................................35
The main shape or line:.................................................................................................................................35
Crop:..............................................................................................................................................................36
Composition – framing:............................................................................................................................................36
Composition – movement:.......................................................................................................................................36
Composition and Gestalt:.........................................................................................................................................36
HIERARCHY IN SEMIOTICS IN FORM OF COMPOSITIONS:..................................................................................................36
The six stages: Social Spheres according to Hall...........................................................................................37
3
, COMPOSITION – RHETORIC:......................................................................................................................................37
INTEGRATED COMMUNICATION:.................................................................................................................................38
Important motives:..................................................................................................................................................38
Integrated media:..........................................................................................................................................38
Storytelling:.............................................................................................................................................................. 38
Usability:.................................................................................................................................................................. 38
Relevance:................................................................................................................................................................ 38
Medium specificity:..................................................................................................................................................38
Co-creation:.............................................................................................................................................................. 39
The voice of …. (TV show):.............................................................................................................................39
Storytelling:.............................................................................................................................................................. 39
Medium specificity:..................................................................................................................................................39
Usability:.................................................................................................................................................................. 39
Relevance:................................................................................................................................................................ 39
Co-creation:.............................................................................................................................................................. 39
SEMIOTICS & CROSS MEDIA:......................................................................................................................................39
Social Media:.................................................................................................................................................39
Decoupage:....................................................................................................................................................40
Mise-en-scene:...............................................................................................................................................40
Axis:...............................................................................................................................................................40
WHAT YOU NEED TO KNOW:........................................................................................................................ 41
4
