ABSTRACT
This chapter begans by asking why the author discusses the lens "cultures" in a book about the business of the media. The chapter shows that although scholars were critical of how the industry produced mass culture, the state has been selling culture by promoting the cultural capital of the population. It then introduces the concept "the audience" by discussing how digital technology has changed its meaning: while the media audience is said to be more fragmented than before, fans are also more visible in social media. The chapter further looks at two types of culture that are related to the media: the first is production culture — how media practitioners learn about work culture; the second is global corporation culture — how global corporations bring practices to local branch offices. The chapter concludes by looking at how Hollywood made a film relevant to the Chinese audience by incorporating Chinese elements and marketing.
