Industry Research Project How does the idea of ‘creative ...

THE FACULTY OF MEDIA AND COMMUNICATIONS

BA (Hons) Media Production

Industry Research Project

How does the idea of ‘creative industry’ shape the concept of ‘exploitation’ such as unpaid work as a norm for individuals with creative passions? A

study based on the experience and the perception of the media students at Bournemouth University level 6.

Phachaya Methakittiworakun

Table of contents Section 1 - Introduction 3

Section 2 - Literature review 4 Understanding neoliberalism 4

What is neoliberalism? 4 Neoliberalism and everyday life 4 Neoliberalism: a critical reader 5

Understanding Cultural industries 5 Digital audiences’ disempowerment: participation or free labour 5 Dialectic of enlightenment 6 Human Actions 6 Making media workers: Contesting film and television industry career pathways 7

Understanding Marxist concept of commodification 7 (De)commodification, consumer culture, and moral economy 7 The Coming of Age of the Prosumer 8

Section 3 - Methodological approach or research method 8 Survey: level 6 Bournemouth University students 8

Research Methodology 8 Analysing the survey result (Appendix C) 9

Lessons learnt 16

Section 4 - Discussion 16 Internship as an educational tool 16 Self exploitation 17 Exploitation as a currency for a ticket up the ladder 18

Section 5 - Conclusion 19

Appendices 20 Appendix A - Research proposal 20 Appendix B - Approved ethics checklist 23 Appendix C - Survey 26

Figure C1 26 Figure C2 26 Figure C3 27 Figure C4 27 Figure C5 28

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Figure C6 28 Figure C7 29 Figure C8 29 Figure C9 30 Figure C10 30 Figure C11 31 Figure C12 31 Figure C13 32 Figure C14 32 Figure C15 33 Figure C16 33 Figure C17 34 Figure C18 34

References 35

Bibliography 36

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How does the idea of ‘creative industry’ shape the concept of ‘exploitation’ such as unpaid work as a norm for individuals with creative passions? A study based on the experience and the perception of the media students at Bournemouth University level 6.

Section 1 - Introduction Bournemouth University has a mandatory work experience in the media industry as part of the

majority of media degrees. With this in mind, students are aware that they must do whatever it

takes to get that required experience in order to graduate. That being said, are students being

exploited or do the benefits of being able to gain experience outweigh the free year loss?

The theories were selected to help us gain an understanding on previous research done in this

area, such as neoliberalism to help us look at this question from the economic point of view so

we can place the jobs that the students did and where they were exploited in the right industry,

and Marxist concept of commodification to understand the social side of this problem.

In order to better understand how students felt and how widespread this practice of free work

was, a survey was sent to Bournemouth University level six students both on a media course

and in other courses in order to better understand if this was just a problem faced by creative

individuals or was common practice across all industries, allowing for reflection creative

individual’s experiences within the media industry and whether exploitation can be considered

the norm for a media student, to the point where one can even overlook it.

From a student's perspective they may see this as just a requirement for their course, or a

stepping stone to getting a better job in the future, however, adding the value to a company for

free still could be considered exploitative.

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Section 2 - Literature review

Understanding neoliberalism

What is neoliberalism? On a surface level, this study is a strong example that helps us understand what caused

neoliberalism to exist today. It suggests that “Neoliberalism is a revival of liberalism,” (Thorsen

and Lie 2011, p.2). Neoliberalism was identified by Milton Friedman, Friedrich Hayek, Karl

Popper, George Stigler and Ludwig von Mises as thinkers of the Mont Pelerin Society in 1947

and as a result of a growing version of liberalism caused by the “spread of global capitalism and

consumerism” (Thorsen and Lie 2011, p.2). Looking at each of the three key ideologies of

neoliberalism which are free trade, limited government control, and the raised in capitalism,

each individually helps us to better understand why media students maybe being exploited. The

idea of free trade allows more people competition from all areas of the world, some with

different standards and lower job requirements such as salary. The increase in capitalism

means that every business is only out to make as much money as possible and gaining free

labour is one way to increase profits, and finally adding limited government control to these

problems add to it even more as the people in a position to fix it are the powerful business

owners who are only interested in making a larger profit. This leaves interns with limited options

as they have to be willing to exchange their skills and effort for the market value in order to be

one step closer to living ideological lifestyle created by capitalism with a job they’re passionate

about.

Neoliberalism and everyday life To help us further understand neoliberalism , this literature described neoliberalism as a “freed

up” (Braedley and Luxton 2010, p.2) market of liberalism meaning businesses can set their own

standards causing working for free to become the norm, causing media students to feel they

have no other option other than to be exploited. This is now a part of the economy in which they

have no control over. This free work becoming the norm may even cause them to become

blinded to the fact that they are being exploited but rather they look at it as an opportunity where

they are rewarded after the exploitation process. Even though this reward is not guaranteed or

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even given after a set timeframe and what the reward itself will be, this is an investment in order

for one to be able “to live one’s own” (McRobbie 2016, p.87) life as Angela McRobbie

mentioned in her book, Be Creative. This means that each individual is free to choose the right

options and choices for themselves, however, only ones that are strong enough to power

through with the economy will make it to that neoliberal ideology.

Neoliberalism: a critical reader “Most of the world economy remained plagued by slow growth and unemployment” (Saad-Filho

and Johnston 2005, p.9) can help us understand why media students are willing to do anything

to make themselves more employable due to the constant fear of unemployment. The “slow

growth” causing less jobs to be created while the number of people needing jobs continued to

grow adding a fear that it is not going to be an easy process because every minute there will be

a new individual with similar skills willing to work for no pay or in this context, accepting to be

exploited, further reducing the market value of media students, because the skillsets are similar

and if the company can hire two or three people without having to pay and gain a similar result,

that would be the option as they do not have to pay continuing the cycle of “restoration of the

income and wealth of the wealthiest” (Saad-Filho and Johnston 2005, p.9) where the rich

becomes richer and the ones getting there will spend their lifetime getting there, or as Adorno

and Horkheimer would describe it, it is just an excuse in the economy which was created for

everyone to accept and only few would benefit from it - the rich (Adorno and Horkheimer 1997,

p.121).

Understanding Cultural industries

Digital audiences’ disempowerment: participation or free labour This study has helped us find the justification for why interns have accepted that exploitation is

just a process to get into the industry. According to the book “these new possibilities have been

associated with the concept of “participation and ‘empowerment’ on one side, and ‘free labour’

and ‘exploitation’ on the other” (Alujević and Murru 2016, p.422). The fact that new possibilities

have been associated with participation and empowerment, one can often overlook that they are

being exploited as the reward is at the end of this short exploitation journey and that they are

they are working towards an idealism formed by neoliberalism. This looks at exploitation as an

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investment in themselves in order for them to be able to live that life which pretty much is made

to be seen as a good life by the capitalism economy.

Dialectic of enlightenment Adorno and Horkheimer suggested that “the truth that they are just a business is made into an

ideology in order to justify the rubbish they deliberately produce,” (Adorno and Horkheimer

1997, p.121) helps us understand that people are more accepting of exploitation as. “Business

made into an ideology” as they’re turned into a an idea with this dream job at the end instead of

it just being a group of people (businesses) exploiting other people (media interns) to get rich. It

is the normalised by the media saying individuals have to go through the process of exploitation

to get a dream job in the end. However, since there are many creative individuals who are

willing to work for free and they can offer similar results to those who are paid, why would a

business want to pay when they have a choice of not having to pay. This also means that the

cycle of exploitation within the creative industry will continue until every creative individuals

stands their ground by not willing to settle for anything less than what they are worth or what the

economy thinks they are worth or the government steps in breaking the neoliberal idealisms.

Both Adorno and Horkheimer also suggests that “standards were based in the first place on

consumers’ needs, and for that reason were accepted with so little resistance,” (Adorno and

Horkheimer 1997, p.121) which clearly backs up what was mentioned previously. The idea of

“the business” says that they have to serve their customers and they can’t afford to pay people

allowing people to be more accepting of exploitation because they are doing it for the good of

the customer and not to get rich. The study however was directed at traditional media which

was movies and radios which they said “pretended” (Adorno and Horkheimer 1997, p.121) to be

art and in terms of looking at this from after the 20th century onwards, art also exist digitally and

anything that requires creativity is a form of art.

Human Actions

Ludwig von Mises’s literature in Human Action talks about how one would often do anything in

order for improvement of their conditions, “For what the individual must sacrifice for the sake of

society he is amply compensated by greater advantages. His sacrifice is only apparent and

temporary; he foregoes a smaller gain in order to reap a greater one later,” (Von Mises 1998,

p.183). This scientific theory was developed in the eighteenth-century by the social philosophy.

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Since the cultural industries theory is the study of Frankfurt school and is something that helps

us understand the society by critically analysing it, this concept would then count as a part of the

study as it has helped us prove a point of why an individual would accept to be exploited for the

reward at the end.

Making media workers: Contesting film and television industry career pathways The study by Dr Daniel Ashton on two very specific cultural industries, film and television, show

a good example of how the cultural industry is exploiting young individuals with creative

passions who are desperate for an opportunity to work in the cultural industries and to be paid

for their efforts. In this journal, Dr Daniel Ashton conducted a very in depth research about

individuals who are trying to pursue a career in the film and television section of the cultural

industry from the beginning of their journey into the cultural industries. The journal states that

“working as a runner for around 2-3 years is a stepping-stone and a means to access higher

pay and greater responsibility,” (Ashton 2014, p.15). showing how much one has to sacrifice

above their education as even though shows their ability to perform certain tasks, 2-3 years of

experience working as a runner on minimal pay is still required.

Understanding Marxist concept of commodification

(De)commodification, consumer culture, and moral economy By looking at the studies above from the concept of neoliberalism and the concept of cultural

industries; putting the two together, and thinking about this paper’s research question, it seems

like the economy and the social aspect of this century seem to compliment each other very well.

This meaning, the business creating this ideology (neoliberalism) out of doing the creative jobs

in the cultural industries, which then lead to the jobs being a commodity as there is a high

supply of individuals who are aiming to live their life working in the cultural industries, doing

something they supposedly love and at the same time making an impact on the society in which

they share their work to. So due to the fact that this study suggests that “commodification affects

our lives most directly through employment and consumption,” (Sayer 2002, p.342), essentially

making media students a commodity meaning that if there is a low demand for media students

and a high supply their market value will go down and will continue going down until people are

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unwilling to work for the price offered, sadly the price offered has hit zero and the supply is still

here showing how normalised media students have become to this level of exploitation.

The Coming of Age of the Prosumer Although this article is not directly talking about commodification, it helps answer the question

about the jobs that have turned into a commodity in the cultural industries. The concept of a

prosumer is an individuals who are “both a producer and consumer” (Ritzer et al. 2012, p.370).

The fact that neoliberalism is shaping our world today through capitalism and turned jobs in the

cultural industries into a commodity, what has increased the level of commodity for jobs in the

creative industries are the prosumers. Individuals like prosumers are willing to work for free out

of their love for the work and ideology of being in the industry for fun and not for a living so why

would businesses hire an expensive employee when they can hire a intern who is willing to work

for free.

Section 3 - Methodological approach or research method

Survey: level 6 Bournemouth University students

Research Methodology In order gain a better understanding of this topic and try to see if the theories discussed in the

previous sections were accurate depictions of the real world, multiple research methods were

considered, such as doing a long case study of students from when they join university to

several years into the industry and a questionnaire. Both of these methods have their strengths

and weaknesses. Following students from the start of their degree until they breakthrough into

the industry, this would help give an understanding of exactly when students become accepting

of the exploitation and it would also give an indication as to whether the short term exploitation

was worth it, but a study of this magnitude would have to be applied over years on many

students to achieve any meaningful results, meaning a high cost and time both of which were

limited for this project making it not feasible. Conducting a single interview on level 6 students

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was then considered but it still faced similar limitations of very time consuming trying to fit

interviews around everyone's schedules to yield a small dataset. A survey on the other hand

takes a small amount of time and can yield a very large dataset to analyse for correlations,

although it leaves open risks as making it anonymous protects people's identities so they can

feel safe sharing their opinion but there is no way of verifying if people are telling the truth.

After deciding upon a survey as the most viable technique for this project, it was then

considered how many surveys should be conducted and the level of detail to go to in each. One

idea that was considered was sending a different more specialised survey to students who did a

long placement and those who did a short survey, but it was felt that this could potentially limit

the the amount of data making it harder to see any meaningful results. It was also considered

that students who have previously completed the course and those who are currently looking for

a placement could also be contacted but it was a worry that people may not remember their

experiences in the past as clearly either skewing them to be overly positive or negative and the

students currently searching for a placement may not be far enough into there search to have

experienced any of the more negative issues. After considering all options it was decided that

the best solution would be best to send the same questionnaire to all level 6 students both

media and non media to increase the data set and discover if exploitation is happening and to

also discover if it is unique experience of the media industry or all students.

Analysing the survey result (Appendix C)

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(Appendix C. Figure C3)


Looking at the survey and reflecting upon the theories discussed in the literature review, it is

clear students in the media industry are much more likely to consider doing an unpaid

internship. Out of the twenty students who took part in this survey (Appendix C. Figure C4),

fourteen were media students and were the only group that considered doing an unpaid

internship. The other 30% of the students who took part in this survey (Appendix C. Figure C3)

were not groups who wish to proceed for a career in the creative industries.


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Looking at Appendix C figure C5 and figure C6, all students who look part in the survey did an

internship however, only 55% of which were unpaid and those who were unpaid are all in the

creative industry. Now drawing our attention to appendix C figure C10, Interestingly, students

who were paid majority of which are students from other industries and the students who are in

the cultural industries who were paid, they were paid less than minimum wage and only one

person out of everyone else that took this survey were paid more than minimum wage.

Regardless whether or not this is paid, if the pay was under minimum wage, it is still an act of

exploitation.

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Looking at (Appendix C. Figure C11) how the students were able to financially support

themselves during the employment of an unpaid internship, 100% used their savings as an

investment in themselves and their future, 100% of students were also supported by parents

who saw the struggle of their child who are trying to pursue a career in the cultural industries,

and 50% had to work a part-time job alongside the unpaid employment in the creative industry

in order to make living possible whilst doing their internship. This is one good example of how

one is willing to sacrifice anything to be able to live the live making a living of a passion within

the cultural industries.


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Out of all the students who were unpaid(Appendix C. Figure C12) , none of which said that they

were not happy. Realistically, if one were to be unhappy and had a choice, one would choose to

not proceed with that unhappy option. But as one has been blinded by that reward ideology, one

can always overlook the fact that they are being exploited and will do whatever it takes meet the

goal of living that life by being paid to do something that they are passionate about. Thinking

about it, several years of exploitation can lead to a lifetime of happiness of doing the things that

they love and being paid for it. But with all of that, the price to pay for that ideology created by

neoliberalism was still choosing to be exploited.



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Looking at the answers to Appendix C figure C8, C9, and C13 just to prove the point that only

very few will be paid even though 90% are aware that there are those in the company that do

the same jobs as them and because they feel like they add value to the company, they deserve

to be paid. When the company pays one person it shows they value the work enough to pay

one person and not paying the other person is exploitative.


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We asked (Appendix C. Figure C15) “On the scale of 1 to 10 how true is this statement? "It is

the creative industries requirement to have a reasonable amount of experience within the

industry before you can get a job that you desire and be paid for it?" (1 being untrue and 10

being true)” out of 20 student that took part in the survey, most people in the creative industry

seem to agree that the statement is true. (Appendix C. Figure 18) also shows that people they

will be competing against their peers helping us understand why they are willing to do anything

to get ahead.


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Looking at the two questions that were asked in the survey (Appendix C. figure C16) and figure

C17) regardless the time frame of exploitation that each individual has to go through, their end

goal are something of rather high progress from where they started. Having their own

company/business and being in a high position doing something they are passionate about.

Lessons learnt Although the data received from the questionnaire showed some strong correlations towards the

hypothesis set out, the low engagement does make the results difficult to trust and may have

issues with bias of people who were less satisfied with their placements being more biased

towards filling in the questionnaire. It shows there is definitely scope for future research to be

done in this area, and could be improved by offering a reward to people who filled in the survey.

Section 4 - Discussion

Internship as an educational tool Drawing on my personal experience of undertaking a placement year at a company in Brussels

where I felt exploited. Although the company did not pay me, Erasmus+ was financially

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supporting me as they have a scheme where students are funded if they were to do an unpaid

internship in an EU country. Although Erasmus+ helped to support me financially to a certain

extent, it still does not cover the cost to live in the city which meant I had to use my savings and

my other peers in the company were either supported by their family or had a part-time job

alongside the full-time unpaid internship. Erasmus+ was funded by the European Commission

which has lead me to think that the world that we live in today is definitely ran by neoliberalism

and has led me to agree with the literature above that neoliberalism is “The dominant ideology

shaping our world today.” (Thorsen and Lie 2011, p.abstract). In the survey for example,

students had to bite the bullet in order to improve there chances in their career. Government

definitely has limited control and only contribute to help interns to a certain extent as they

understand that this is the reality of today’s economy for young creatives. If young creatives

step back and refused to do internships because they personally cannot afford it, they may

struggle in the future as they do not have that experience required to get a graduate job causing

their studies to go to waste. Giving an advantage to those students whose parents can afford to

support them for a year, causing the richer students to get rich in the future through having more

opportunities. Since the EU Commission came up with the scheme to try allow all students to

gain an opportunity by working for less than a living wage facilitates companies to exploit

students. Some may even argue while the Erasmus+ scheme is good for allowing students from

all backgrounds to participate in these experiences it also allows companies to get away with

exploiting students as the company doesn’t need to pay for this work they need doing as the

Government will pick up the slack. It could even be argued that companies may not be trying to

exploit students and are actually trying to exploit the government instead by getting government

to pay their employees for work they need doing in the name of “experience” and education,

while inadvertently exploiting students. Perhaps the only way to solve this would be for the

governments to stop support but this could just end with students getting exploited even more

and receiving nothing for there work and giving the opportunities only to those who have the

means to be supported thus causing the rich to get richer.

Self exploitation As we have now gathered that the survey was done on both the students who are going to

proceed for a career in the cultural industry and those who are from other industries, once

asked whether or not they would consider doing an unpaid internship, only students from

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creative industries answered yes. As this was the choice of their answer, clearly there is a

reason for doing so. Reason for that being that job in the cultural industries are now a

commodity. It has created an idealism aspect of life out of it so for those who made it into the

cultural industries (Adorno and Horkheimer 1997), they will spend their life doing the job that

they love and being paid a good price for their services. As this is the aim for a lot of creative

individuals, and as Dr Ashton mentioned in his research, there is a process to take before being

paid to do a job in the creative industry (Ashton 2014) If other students in other industries are

paid on their internships, it means that media students just settle for what the cultural industry

has to offer them which then leads to them being taken advantage of and being exploited. If

they do not allow themselves to be exploited, there will be another person in line as they are

ready to do whatever it takes to receive that reward at the end. The trade between the business

and the intern is that the intern is giving the business their skills and effort as an exchange, the

intern can say that they have X amount of experience for X amount of time, eventually, that will

meet a requirement of a paying opportunity.

Exploitation as a currency for a ticket up the ladder


Reflecting on the survey, the literature review, and my personal experience; just like other

students in the creative industry, I have accepted to be exploited for one year whilst on

placement in Brussels in order to increase my chances of getting a better opportunity once I

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graduate. Thinking about the heading for this section, we can look at the survey where I asked

other students about whether they think or not that the statement is true, “On the scale of 1 to

10 how true is this statement? "It is the creative industries requirement to have a reasonable

amount of experience within the industry before you can get a job that you desire and be paid

for it?" (1 being untrue and 10 being true)” for media students, it was true whereas for students

from other industries, it was a completely different story. As Adorno and Horkheimer suggested

in Dialectic of Enlightenment, that neoliberalism was created as an excuse in the economy

which was made for everyone to accept (Adorno and Horkheimer). If one doesn’t accept, then

they will lose the opportunity of living that idealism created by the economy which meant that

jobs in the cultural industries has successfully turned into a commodity. Regardless what the

future holds for these creative individuals, “the romance,” “the passionate work,” and the

“thought of living life of one’s own” will only be possible if the creative individual were to accept

exploitation as a part of the process to enter the cultural industries. Although there are no

promise about what, where or when the reward is, this is the risk as an investment that each

creative individual has to take in order to be one step closer to getting paid for doing what they

love and this has caused a creation of the economy creating a “risk class” (McRobbie 2016).

Section 5 - Conclusion There is clear evidence that this ideology was shaped together by the economy and the society

which created the term ‘neoliberalism’ which was caused from liberalism but a greater version of

it. With an increasing amount of students applying for roles in the creative industry, jobs have

turned into a rare commodity that are highly sort after with a low demand. Once the supply of

students out weights the demand for jobs by companies, anyone that could snatch that

opportunity considers themselves lucky even if there being exploited. The idea that once one

has experience in the industry, they are on a higher ladder in the industry and another step

closer to being employed and getting a decent pay. This is a clear result of the economy and the

society complimenting itself. The reason that is cycle works is because if one person stood up to

the system, there is always the next person in line reason to replace the person, unpaid.

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Appendices

Appendix A - Research proposal My research question for the Industry Research Project is “How does the idea of ‘creative

industry’ shape the concept of ‘exploitation’ such as unpaid work as a norm for individuals with

creative passions? A study based on the experience and the perception of the media students

at Bournemouth University level 6.” This question was drawn from selected keywords that

summarised my personal experience working in the creative industry for one year on

placement and my take on the experience.

At Bournemouth University, students have a choice to either do one-year placement or four

weeks work experience in the industry as a compulsory part of the degree. Although most

students are convinced that ones with long experience in the industry will have a higher chance

of getting employed after graduation hence the purpose of this being a compulsory part of the

degree there are still students with no luck on being given an opportunity that will give them

one year of experience. Once the opportunity lands on their hands, the rightful action to do is

accept the offer and everything else such as finance can work around it. Looking at this from

the grand scheme of things, it should work in the student’s favour if they were to be employed

straight after graduating, but this is not guaranteed either way. This being said, the theories

that were selected to use within this research will help us understand where the idea came

from for the students to think that those with experience will have a higher chance of getting

into employment after graduation. There must be a root of cause for everything from the

economy to the society which helped to shape the idea of this being an acceptable action. Why

do these students think that being exploited is just a process to dip their foot in the creative

industry? Is this really the price they have to pay rather than what they are able to offer to the

company and the result that they could bring to the company during their work experience?

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Looking at this issue from a business perspective, a company would not take on someone

whether it be an employee or an intern if the person will not add value to their company. The

student taken on to the company as an intern means that the student has a chance of adding

value to the company, this being said, as the student has the same skills as the employees in

the company, meaning that they are capable of doing the same tasks and bringing the same

kind of results to the company, do students not deserved to be paid when they could bring

value?

This will focus on creative individuals specifically Level 6 BU students accepting exploitation as a

part of the industry but not internally accepting it due to the price they pay for being exploited

through unpaid work. What justification do BU Level 6 students give themselves to pursue a

career in the creative industry? What is the real issue behind the exploited feeling? Is it the

industry itself working the way that they do or is it more personal on the individual themselves

such as a class in the society that they belong to or gender?

A survey will be conducted by asking Level 6 BU students to try and gain an understanding of

their experiences in the creative industry and any cases of being exploited such as having to do

unpaid work. This can help us get an idea of whether they are there to do similar tasks to paid

employees within the company or are they there to just assist around the printer and bringing

coffee to paid employees.

I will be using the Marxist concept of commodification, Cultural Industries, and Neoliberalism to

help understand where the real issues lie for the exploitation of creative professionals such as

unpaid work within the creative industry. These theories should help us get an understanding of

what made the idea came about and what has made it okay for each individual to accept that it

is okay to be exploited. The theories were picked based on the fact that Frankfurt School’s

theory is mainly there to help us understand the society in which we live in and neoliberalism to

look at the economy of the industry. Often the economy is what shaped the society looking at

inflations as an example but is this really that case?

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The method that will be used to answer this research question is by applying the three theories

mentioned above to the student’s answers from the survey. The survey will be crafted based on

my understanding of the theories and see whether or not the answers that the student give

align to the theories. Without specifying the meaning of creative industry, what exactly is

‘creative industry’ to the student and how are they going to justify their reasons with how they

really feel for being exploited in exchange for an experience in the ‘creative industry’.

This is the aim for the research workflow:

Week 1 - Putting the survey together based on my understanding of theories and the

information I feel will best help answer the question.

Week 2 - Sending out the survey to Level 6 Bournemouth University students with work

experience in the media industry.

Week 3 - Studying the results of the survey and the theories together to see what conclusion it

draws.

Final week - Putting the research together for the submission date for the 9th January 2019.

The research question is based on an everyday issue that occurs in the creative industry and it is

ethically appropriate to research into this topic as the survey will ask each Bournemouth

University students Level 6 to answer the survey based on their truthful real experience.

The outcome of this research should help us understand why individuals feel exploited the way

they do within the creative industry and it should also help us understand where these

thoughts and ideas came from to make the students think that this manner in the economy is

acceptable.

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Appendix B - Approved ethics checklist

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Appendix C - Survey

Figure C1

Figure C2

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Figure C3

Figure C4

27

Figure C5

Figure C6

28

Figure C7

Figure C8

29

Figure C9

Figure C10

30

Figure C11

Figure C12

31

Figure C13

Figure C14

32

Figure C15

Figure C16

33

Figure C17

Figure C18

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References Adorno, T. and Horkheimer, M., 1997. Dialectic of enlightenment. New York: Herder & Herder.

Alujević, L. and Murru, M., 2016. Digital audiences’ disempowerment: participation or free labour. Journal

of Audience and Reception Studies, 13 (1), 422.

Ashton, D., 2014. Making Media Workers. Television & New Media, 16 (3), 275-294.

Braedley, S. and Luxton, M., 2010. Neoliberalism and everyday life [online]. ebook. Montréal: MQUP:

McGill-Queen's University Press. Available from:

https://capitadiscovery.co.uk/bournemouth-ac/items/783541?query=Neoliberalism+and+everyday+life&re

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