Divertismentul de Televiziune - Mesaj Verbal si Vizual

O propunere de format, identitate și promovare pentru Teleșcoală, realizată la solicitarea conducerii Televiziunii Române. Proiectul nu a fost implementat.

Se cuvine a-i da credit scriitorului Camelian Propinatiu (propinatiu.ro), ale cărui cărți au inspirat o parte din ideile prezentate în document.

In this paper I address the institutional framework of the transformation of media, more specifically the wave of deregulation that has started in the ninety nineties and the emergence of the market as legitimate organising principle. Within this structure, I raise the issue of the situation of the field of cultural production and the changing definition of the cultural goods, from ideologically driven products under communism, to merchandise. I introduce the concept of cultural lohn, understood as a process that can clarify the situation of the Romanian field of cultural production ; that of assembling media formats developed in other parts of the world, where the cultural industries are more powerful. In a cultural lohn situation, the added value of creativity is structurally reduced. This situation is further complicated by an institutional framework that still defines media goods in their cultural quality, even though the transformation has been taking place mainly under economic auspices.