1. mass media & everyday life
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1. Mass Media & Everyday Life. Christopher Burnett California State, Long Beach. Mass Media in Our Lives. Average time spent using media each year More than half of our waking lives More time than we sleep Impacts every area of life Mass media and American life Greater influence - PowerPoint PPT PresentationTRANSCRIPT
Richard E. CaplanThe University of Akron
1. Mass Media & Everyday Life
Christopher BurnettCalifornia State, Long Beach
Mass Media in Our Lives
• Average time spent using media each year– More than half of our waking
lives
– More time than we sleep
– Impacts every area of life
• Mass media and American life– Greater influence
– Bigger business
Sha
nnon
Sta
plet
on/T
he N
ew Y
ork
Tim
es
Mass Media Today
• The Past: Wired– Needed an electrical outlet
– Limited mobility
• Today: Wireless– WiFi: Wireless Fidelity
– Total mobility
– More choices
• Converged Media– Complex network of media
– Global system
JMM
elton/motleyim
age
The Communication Process
• Intrapersonal– Communication within one person
• Interpersonal– Direct sharing of experience between two people
• Mass Communication– Communication from one person or group of persons
through a transmitting device (a medium) to large audiences or markets
Mass Media Industries
• Book Publishing– 40,000 titles a year
– Audio books & e-books
• Newspaper– 1500 dailies
• Magazine– 15,000 published a year
– Declining
• Recordings– People over 25 buy CDs
– People under 25 download
• Radio– 13,000 radio stations– Satellite and Internet radio
• Movies– 30,000 theaters, 400 films a
year– DVDs, downloads, overseas
• Television– 1600 TV stations– Subscription TV (cable and
satellite)
• Internet– Newest media– Ad earnings growing
Media are Profit-Centered
• Who Owns the Media?• Concentration of Ownership
– Chains, Broadcast Networks
• Cross-Media Ownership– News Corporation– Owns multiple media formats
• Conglomerates– Corp. that owns more than just media
– General Electric
• Vertical Integration– Controlling related media– Time Warner
AP
/Wid
e W
orld
Pho
tos
Concentrated Media Ownership
• Media Industry and Acquisitions• Public ownership of media companies: stockholders• Convergence
– Melding of communication, computer and electronics industries
• Deregulation– Since 1980, ownership limitations have been decreasing
Newspaper & Broadcast Properties
• Attractive Investments– 10% profits a year, double the average for manufacturing
company
• Scarce Commodities– Limited number makes them more valuable
• Family Ownership– Selling off inherited media companies
• Easier to buy than to create– Expensive to start up
Pros & Cons of Concentrated Ownership
• Advantages– Employee training
– Higher wages
– Better working conditions
– Greater resources
• Disadvantages– Limits diversity of opinion
– Loss of message pluralism
– Authoritarian corporate culture
Paying the Bills
• Advertising & Consumers– Ads are primary income
for newspapers, radio and television
– Consumers pay indirectly– Magazines receive over
half of income from ads, the rest from subscribers
– Movies, recordings and books profit from direct consumer sales
JMM
elton/motleyim
age
The Changing Technologies
• 1st Information Revolution– Pictographs, 3500 B.C.– Phonetic writing, 1000 B.C– Parchment, 200 B.C.
• 2nd Information Revolution – Printing, 1455– Spread of knowledge
• Storability, portability, accessibility
• 3rd Information Revolution– Computer technology– Satellite broadcasts, digital
recordings, global network
• Media History Link
Uni
vers
itats
bibl
ioth
ek,
Got
tinge
n, G
erm
any/
Bild
arch
iv
Ste
ffen
s/T
he B
ridge
man
Art
Lib
rary
Gutenberg Bible, 1455
Arc
hivo
Icon
ogra
fico,
S.A
./Cor
bis
Digital Delivery
• One-Way vs. Two-Way– Classic model of mass communication
• One-way
– New model of mass communication • Instantaneous feedback
• Interactive
• “Dumb” vs. “Smart”– TVs, VCRS = “dumb”– Telephone = “smart”
• Digital communication– Information Bits– Storable information
Mass Media Audiences & Effects
• Mass Media influence– Political institutions
– Social institutions
– Cultural institutions
– Selective Perception• Different people perceive
messages differently
• Few people share identical mass media environments
AB
C N
ews
Click image to play video
TWPS #1- Why don’t people share identical Mass Media environments?