This weekly reading talked about the shifts of entertainment and media companies in media industry which are growth and have so many opportunity in nowadays.It has 5 ways roiling the industry that can give us a definition of outlook in 2016-2020.Lederer and Brownlow believe that:"This global media landscape is multi-shifting."

To sum up these some exhibits they have illustrated, it can be concluded like  points.

• E&M spending is growing more rapidly than GDP
• Different countries has different growth rates
• Revenue across E&M is steadily shifting from publishing businesses to video and Internet bussinesses
• Media industry still should target the youths
• Cultures and tastes in content remain steadfastly local
• Regional inconsis tency in regulation affects business models
• E&M companies that combine technology with industry-centric assets(relationships,customers and knowledge)

The most interest me is  that in 2017 when China overtakes The U.S. in box office revenue, and China  will held the leading position in an E&M segment which means China has the huge growth markets, and also China is well advanced in segments such as digital advertising.So that we konw that the business models could be the one of most important part. We should pay attention to the another noteworthy shift, because in many areas, the growth of technology and digitization acts as a powerful centrifugal force–breaking up existing relationships.

Lederer and Brownlow has concluded five shifts which really changes in the E&M landscape and provides more and more opportunities in media industry, it can also helps the companies plan and do business better.

The first weekly reading is wrote by a famous economist Klaus Schwab. He predicted how would the   fourth industrial revolution influence the society and world. He organized the list into three clusters: Physical, digital and biological to identify the megatrends and convey the broad landscape of technological drivers of the fourth industrial revolution. To move forward,Schwab explored the role that governments must assume to master the fourth industrial revolution, while recognizing the enduring forces that are changing the traditional perceptions of politicians and their role in society.

He has give some agile governance principles in an age of disruption,which some aspects, for example the economy, the security, the liability and some more. Finally, he discussed the most essence part of  the fourth industrial revolution, the relation of human and society.

From the weekly reading, the most interest me is the nature of work. Schwab believed “Today, the on-demand economy is fundamentally altering our relationship with work and the social fabric in which it is embedded.” which means people have more freedom to (or not to) work, they have more fixable time doing work. My personally, i think it would be a trend for future. My final year internship could be an evidence. And we can find it become more and more popular especially in China. I am an official account editor work for Wechat (wild use app in China) which means i managed  a micro message public platform. These kind of form has been replaced  any kind of commercial become the most popular and easier way of doing that. This would be a part of job which Schwab has mentioned in that chapter.