cct 300: critical analysis of media class 5: persuasion, culture jamming and economic factors
TRANSCRIPT
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CCT 300:Critical Analysis
of Media
Class 5: Persuasion, Culture Jamming and
Economic Factors
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Administrivia
• Hand in papers here or • Do note - media genre research due in two
weeks• Groups for final assignment to be set within
next two weeks – be in your right lab• Election Tuesday: a comic twist• http://www.democraticspace.com/
canada2008
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Culture Jamming
• Exploiting elements of media form and genre to express ideas, ideologies and perspectives otherwise underrepresented
• Usually with ironic and humourous twist• Effective examples? Less than effective ones?
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Issues with Culture Jamming• Too cute for its own good?• Ironic commentary and sarcasm can be lost on some -
especially if done in an subtle manner• Does it become what it fights when successful? (e.g.,
Adbusters• Is irony dead? Potential negative effect of successful culture
jams (e.g., Daily Show/Colbert Report) and hipster detachment
• Might increase awareness - but does it spur on action?
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Social Influence and Persuasion
• Ironic commentary is only one means of advancing a point…sometimes it’s simply a question of providing information and spurring action
• What makes for an effective pitch?• What fails?
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Concepts in Persuasion
• Central and peripheral processing• The use of heuristics in processing • Latitudes of acceptance and rejection• Source characteristics• Receiver characteristics
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Economic Issues in Media
• Money makes the world go around - and media can be a lucrative business indeed
• Effect on communication and culture?
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Ownership Models• Private• Public/Government• Subscriber-supported• Voluntary membership• Pay-per use• Micropayments• Licensing
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Effects on Media Production
• Steinem’s struggles with Ms. Magazine• Initially ad-supported, moved to subscriber-
funded model in 1989- why?
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Advertiser bias
• Women’s magazines = women’s products (e.g., beauty products and food, but not cars or technology)
• Activist magazine “not our audience”• Position held even in presence of contrary evidence
that women hold real power and influence on purchases, and not just on “women’s products”
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Product Placement
• Double standard in women’s vs. “real” publications • Product placement linked to copy (e.g., recipes
linked directly to food ads) deliberately part of contract - without such manipulation, no ads
• Does this happen in other publications? Somewhat, but not as blatant as this
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Horizontal Integration
• Ownership of most/all players in media field• Cost savings, cost control and manipulation of
barriers to entry can be managed in monopoly/oligopoly
• Mass mediascape - rationalization of industry to few major players - a trend that continues. Examples?
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Vertical Integration
• Ownership of all stations within supply and distribution chain
• Control and profit potential at every stop - “sum is greater than the parts”
• Also good for branding and cross-promotion - examples?
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Alliances
• Often not a question of outright purchase but adhoc alliances (examples?)
• Enabled by interlocking boards of directors, social class
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Limits to Integration
• Synergy helps - some mergers don’t make much conceptual sense (examples?)
• Not absolute control - still independent operators on the fringe, especially in high-risk, low-profit endeavours
• Size and power not absolute - changes in interest or technology can compromise even the big brands
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A return to Mass and New
• Emerging media - public forums and dialogue, community driven and built content
• Great idea, but where’s the money?• Google/YouTube example - but is it a wise
investment?
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“Massification” of New Media• AOL/TimeWarner merger - creation of a massive media
corporation - Does this compromise “new” media?• Audience defined explicitly as consumers - even one-to-one
communication can be packaged and sold (e.g., online ads)• Digital basis of new media - increased potential for tracking
and control (although still not taken to full profit maximization - new models still required)
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“Newification” of Mass Media
• Public communities of Internet have been resilient (people like their chat rooms, email and IM)
• Ability to cheaply create and share content redefines relationship between producer and consumer (e.g., CNN iReports, YouTube Presidential Debates)
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Rise and Fall of the Hit
• Mass media having trouble maintaining mass market domination
• NSYNC as last “hit”? 50 Cent vs. Kanye West proved still some value in “hit” model, but that had to be engineered some…
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The Long Tail
• New media - digital distribution is no longer a zero-sum game
• Potential for equal access to all sorts of media product
• Niches and word of mouth drive content sales and production
• Result - a lot of potential niche success stories, but less “hits”
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Adaptation
• Mass media has already begun to adopt to this - e.g., creating content aimed at specific audiences, going for quality vs. quantity
• Examples?• Mass “hit” model not dead -
American/Canadian Idol example
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Next week
• Economic factors as applied to comics - challenges and how technology potentially enables new directions