A Typology for the Entertainment Industry

Entertainment is recreational by nature, meaning that it is part of a process undertaken by people who wish to rejuvenate their body and / or mind. Not all recreational activity is entertainment, indeed recreation also encompasses leisure, hobbies, pastimes, and sports. People seeking entertainment form part of a recreational audience who are searching for something that has the primary purpose of engaging or captivating them through sensory stimulation and / or emotion. An audience can be as large as infinite, and as few as one. It is important to remember that entertainment does not have to be jovial, or created with any form of humour or light relief in mind (traditionally referred to as ‘light entertainment’). The Oscar winning movie ‘Schindler’s List’ is both engaging and captivating and certainly stirs emotion in many who watch it, however few people would consider it light relief.

The global entertainment industry is massive with numerous entities that are worth over half a trillion $US annually (Vogel, 2004). These entities fall within a wide variety of sectors. In an attempt to try and categorise all of these sectors, the following entertainment typology is offered:

Adult Entertainment
Broadcast Media
Cinema and film
Computer Gaming
Culturtainment
Dance
Edutainment
Gambling
Massage
Music
Online Entertainment
Published Printed Media
Sellertainment
Spectator Sports
Spirituatainment
Staged Shows
Thrillertainment


A definition for each and some examples now follow:


Adult Entertainment

‘Entertainment that arouses sexual desire by displays of eroticism.’

Prostitution
Peep shows
Striptease
Staged sex shows
Lap dancing
Pole dancing
Erotic massage


Broadcast Media

‘Entertainment that is produced for mass audiences and broadcast / transmitted / distributed from a distant source.’

Television:
Analogue
Digital Cable / Satellite / Freeview / other
Pay per view

Radio:
Analogue
Digital


Cinema and film

‘The entire spectrum of organisations that are concerned with the production, distribution, and showing of big-screen movie entertainment.’

The film / movie making industry
The film / movie distribution industry

Venues:
Multiplexes
Independent and specialist
IMAX
DVDs

Computer Gaming

‘Entertainment that involves the use of any electronically operated system whereby challenges are presented and an input device is used to manipulate images (and usually sounds) produced by a computer or micro-processor on some kind of display’

Console Games e.g. Nintendo Wii, Playstation, X-Box
Online gaming including massively multiplayer online games
Games for personal computers and Apple Macs
Arcade games


Culturtainment

‘Entertainment that involves the celebration or commemoration of the values or beliefs of a particular segment of society.’

Parades
Festivals
Fetes
Galas
Carnivals
Cultural shows and displays such as poetry recitals and bull fights


Dance

‘Entertainment that involves the watching of rhythmic movement (often to music) with pre-determined or improvised steps.’

Live dance shows and displays, includes:
Ballet
Tap
Ballroom
Salsa
Line dancing
Break dancing
Any other kind of dance display.


Edutainment

‘Entertainment that is designed to promote knowledge, awareness and learning.’

Museums
Art galleries
Exhibitions
Zoos
Aquariums
Planetariums
Conferences
Guided tours
Adult education classes
Art and craft demonstrations
Historic re-enactments
Stately homes
Shows and displays with an educational component, such as transport shows e.g. airshows and animal displays e.g. falconry


Gambling

‘Entertainment that centres around risking the loss of money for a possible gain.’

Casinos
Bingo
Race-track
Bookmakers


Massage

'Entertainment where soft body tissues are manipulated for physical or mental rejuvination.'

Includes all types of massage.


Music

‘Entertainment that is predominantly auditory and incorporates instrumental and / or vocal tones that are structured and continuous for a period of time.’

All recorded music:
All music genres whether mainstream ‘popular’, or niche / specialist

All live music:
Concerts
Music ‘festivals’
Orchestras
Brass Bands
Choirs
Karaoke

Also:
Nightclubs
Raves


Online Entertainment

‘Entertainment that is accessed via web browsers or other software on computers or other devices that are connected to the internet. These often take the form of interlinked documents on the world wide web’

Web pages
Social networking
DHTML & ‘Flash’ documents
Podcasts
Online streaming video
Online gaming including massively multiplayer online games
Other downloads


Published Printed Media

‘Entertainment that is typically paper based, involving the use of printed text and graphics’

Books
Newspapers
Magazines
Comics
Journals
Periodicals
Brochures
Leaflets


Sellertainment

‘Entertainment that is designed to sell a product, belief or ideal with the specific intention of increasing take-up amongst the audience.’

Brochures
Themed bars and restaurants
Trade shows such as fashion shows and the motor show
Product demonstrations
Pub quizzes
Sponsored competitions
Political rallies


Spectator Sports

‘Entertainment where an audience watches an activity that involves physical exertion and fair competition.’

Pitch sports
Water sports
Motor sports
Cycling
Equestrian
Court sports
Country pursuits
Track and field
Marathons
Winter sports
Extreme sports


Spirituatainment

‘Entertainment which utilises and / or celebrates the belief that supernatural powers can have a control over destiny and fate.’

Religious festivals
Evangelism
Clairvoyants
Psychics
Palm readers


Staged Shows

‘Entertainment that is predominantly set on (or within) a purpose-built area where a pre-determined story is acted or performed.’

Opera
Theatre
Musicals
Pantomine
Plays
Dance shows
Wrestling entertainment
Stand up comedy
Sketch shows
Magic shows
Puppet shows
Mime
Multi-performance shows


Thrillertainment

‘Entertainment that is intended to thrill, excite, stimulate the senses – and sometimes cause fright.’

Theme parks
Multi-leisure parks
Fairgrounds
Water parks
Circus
Ghost tours / walks / hunts
Murder mysteries


The complexity of the entertainment industry is such that many entertainment entities would fit within one or more of the above categories, for example a television advert could be considered to be both broadcast media and sellertainment, and ballet could be considered to be dance, and a staged show, having elements of music could also partially include it within this category. Therefore it needs to be recognised that this is an industry where few entities are homogenous in nature, and that many can include characteristics from a number of sectors. What is more certain is that mostly anything that has been created with the primary purpose of engaging or captivating an audience through sensory stimulation and / or emotion should fit into at least one of the above sectors. This is work in progress so I would be happy to hear from anybody that disagrees with this or can think of anything that doesn’t.

Entertainment & Entertainmentnous: Exploring Concepts, to Define an Industry

The word ‘entertainment’ seemingly means different things to different people. All too often definitions of entertainment demonstrate both narrowness and ambiguity which really demonstrate what little understanding there is of the word, some highlighted examples include:

‘An event, performance, or activity designed to give pleasure or relaxation to an audience’ (Wikipedia, 2007).

This definition is both narrow and ambiguous. What is an event? A funeral, a birthday, a lunar eclipse – these are all events, and whilst some may be entertaining, they are not all entertainment. A staged event held for an audience certainly is entertainment. If performance is relating to performance art, then yes this is also entertainment, but activity is far too broad a word to be used in this context. This definition also states that entertainment gives ‘pleasure or relaxation’, which of course it doesn’t always. Pleasure suggests that entertainment makes people happy, and relaxation suggests that entertainment provides relief. A shower after exercise is an activity that gives pleasure, but this is not entertainment. A séance or tarot card reading often fails to give pleasure or relaxation, yet they are used to entertain an audience. Was the audience of television viewers watching BBC3s ‘Kill it, cook it and eat it’ pleasured or relaxed by this performance? Some might have been, but a number certainly were not.

‘An activity that is diverting and that holds the attention’ (Wordnet, 2007).

Wordnet’s definition is far too ambiguous, does entertainment have to involve activity by the person being entertained? Is watching a film at the cinema active or passive on behalf of the entertainee. Going by Wordnet’s definition, making and consuming a Pot Noodle could be entertainment – which it of course isn’t!

‘Something affording pleasure, diversion, or amusement’ (Dictionary.com, 2007).

Dictionary.com’s definition is also far too ambiguous, chewing gum gives me pleasure, but it isn’t entertainment. However diversion is a correct choice of word to use in this definition as entertainment is intended to divert or captivate the attention of an audience, but the word amusement is unnecessary, and alludes to entertainment being what is traditionally known as ‘light entertainment’. Amusement may be a by product of an audience being captivated, e.g. a person on stage (an entertainer) addresses an audience by telling a story that has a humorous ending, this invokes laughter in some audience members, therefore they have been amused. However, If that same entertainer had told a story to the audience that did not have a humorous ending, the audience may still have been diverted or captivated, which would also constitute being entertainment. Whilst after dinner speakers often punctuate their stories with anecdotes, they are not always comedians, and many tell serious stories about their experiences to an audience of captivated listeners – which means that they are entertainers.

I would like to offer a definition of entertainment that is all-encompassing, that provides rationale for why something that is entertainment is entertaining. My definition is as follows:

‘Something which has the primary purpose of engaging or captivating an audience through sensory stimulation and / or emotion’.

In my definition an audience is as many as infinite, or as little as one. This makes the entertainment industry enormous, which covers a huge array of areas. These include entities that have traditionally been considered entertainment such as theatrical stage shows and live music, to things which many might not have always been considered as being within the entertainment industry such as city based observation towers, fairground rides, sculpture / statues, libraries, billboards and massage.

A clear line does need to be drawn however, as not everything that we find entertaining, constitutes being within the entertainment industry, in order to highlight this point I will use the example of train spotters. These are people who have an in-depth interest in railway trains and often gather at stations or by railway lines to watch trains pass by, sometimes recording the numbers on the side of locomotives and carriages. These people find trains very entertaining, but most trains are certainly not created for entertainment - this is down to the primary purpose of what trains are for, which is to transport people or freight from one location to another, rather than engaging or captivating an audience. That said, if a special train such as a vintage steam train was run, whilst it’s primary purpose of transporting people from one place to another cannot be denied, there could also be a secondary purpose of engaging an audience through the site, sounds and smell of the train which would give that type of train the right to claim that it is at least partially an object within the entertainment industry.

This is where my thoughts so far on entertainment as a concept (as well as an industry) have brought me. What I want to find is a word that describes on a sliding scale to what degree an entity falls within the entertainment industry, based upon the purpose of the entity. If the primary purpose of an entity is to engage or captivate an audience through sensory stimulation and / or emotion then to my mind that entity falls within the entertainment industry. If an entity has been created with another primary purpose, yet a secondary or tertiary purpose of that entity is to engage or captivate an audience through sensory stimulation and / or emotion it may also be said to be within the entertainment industry – but to a lesser extent. What I want is a term that describes how ‘strong’, ‘powerful’, ‘prevailing’ and ‘central’ engaging or captivating an audience through sensory stimulation and / or emotion is to an entity. The word I have in mind is somewhat cumbersome, but (for the want of a better one) is entertainmentnous which I will define as being:

‘The degree to which the intended purpose of an entity is to engage or captivate an audience through sensory stimulation and / or emotion’.

I’m not quite sure whether inventing a new word makes me a genius, an egotist, a cheat, or a combination of the above, but indeed I have had to invent a new word, as no word currently exists to describe the quality that I am currently studying.

Considering the above, some examples now follow:
· City based observation towers – many of these have dual functions as being the bases of radio and television transmitters, as was originally the case with the Berlin Radio Tower. However when observation decks are built on these towers for paying visitors to look over miles of cityscape views they become entertainment venues. They stimulate visual senses by providing visitors with a captivating sight to which they would not normally be accustomed – which becomes there primary purpose. Many also provide other audio and visual information (including piped commentary and signage) which puts them partially within the edutainment sector of the entertainment industry. Some provide more thrilling quirks such as glass floors that are designed to stimulate levels of fright and adrenalin amongst visitors by making more apparent the dangers of being at such a height, this puts them partially within the thrillertainment sector of the entertainment industry. It could then be asked that if an observation deck could be a venue within the entertainment industry, why can’t any tall building? The answer to this lies within the primary purpose of the building or venue. An office block that consists solely of offices has been created with the primary purpose of providing industrial space. Whilst the views from offices may be captivating to those within them, an office block is not an entertainment venue as they are not built with the primary purpose of creating sensory stimulation to a captivated audience. If however, an office was converted into an observation point, for an audience of people to experience city views – this would become an entertainment venue. This example highlights the very thin line that exists between what falls within the entertainment industry, and what doesn’t.

· Fairground rides have been created with the primary purpose of providing sensory stimulation to participants in a number of ways, including: visually (views from, or views of); audibly with music and sound effects; and by inducing adrenalin as the participant often experiences thrills associated with fast movement and gravity – this puts them within the thrillertainment sector of the entertainment industry.

· Many sculptures and statues either within art galleries or outside have been created with the primary purpose of captivating an audience, by providing visual sensory stimulation and / or emotion, some may also provide audio stimulation, and physical ‘touchy’ stimulation – others may even provide taste and smell stimulation as could be the case with the chocolate statue of Jesus Christ at Manhattan’s Lab Gallery. This therefore places them within the entertainment industry, but if a statue can constitute being an object of entertainment, can a building? After all many buildings are visually spectacular sites that can captivate audiences. The answer to this question is yes – sometimes. If a building was created with the primary purpose of being visually stimulating to an audience then it is an object of entertainment which should lie within the entertainment industry. If a building was created with it being visually stimulating to an audience in mind, but not as the primary purpose, then it may lie partially within the entertainment industry. Many ancient buildings were not originally created with the primary purpose of being visually stimulating in mind, but have come to be considered objects of entertainment purely because of there uniqueness and novelty value, as is the case with many English castles, which may captivate spectators.

· Libraries exist as information gateways, where books, newspapers, journals, audio visual sources, and ICT facilities are stored for access by visitors. The primary purpose of a library is to provide information. By reading and researching information in a library a visitor is captivated and stimulated visually as well as possibly emotionally, this does constitute being entertainment. Indeed the printed media sector is an established part of the entertainment industry, making libraries entertainment venues.

· Billboards like any form of display art are designed with the primary purpose of triggering an outcome from people who see them. Billboards engage or captivate an audience and are used to gain peoples attention with the intention of generating an emotion within the audience about what it is the billboard is promoting. The emotion may trigger a number of outcomes, including a product being purchased or a political party being voted for. A billboard is an entertainment entity, that lies within the 'sellertainment' sector of the entertainment industry.

· Massage is the practice of applying pressure, motion, or vibration to the soft tissue areas of the body. It exists in a wide range of forms including professionally where a masseuse may massage a client on a massage table, and erotic massage which is designed to induce sexual stimulation (adult entertainment). This constitutes being entertainment as the audience (of one) is captive, and experiences sensory stimulation through touch, which is designed to either relax or stimulate soft tissue areas of the body. In addition to this, therapies including aromas and music are often included in a professional massage treatment to help relax the mind.

This blog entry is made up of a combination of reflections which will contribute towards work in progress, the culmination of which will be a published journal article (that I am currently writing), this is intended to highlight and give a real identity to what the entertainment industry really is. In my research so far I have found that there is no clear consensus as to what constitutes entertainment – and until this can be clarified, it is difficult to give a ‘proper’ identification to the industry. I can also see that the entertainment industry is potentially massive – and extremely complex. It has a large number of ‘grey’ areas that may or may not be entertainment and may also be considered something else besides due to their primary purpose and entertainmentnous. It is my intent to build upon this further with a series of models, including one that uses concentric rings to demonstrate entertainmentnous, and one which uses Venn Diagrams to explore the complexity of the industry – which itself needs breaking down into all of the sub-sectors which make it up. I would be extremely happy to hear your thoughts on this entry (good or bad), as this is an area which really does warrant much further discussion and debate.