the challenge of new media
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The Challenge of New Media. TV as Mass Media. 3 big networks (late 1940s-1970s) Few options Standardization, norms, broad appeal. Rise of Cable. Initially a way to deliver broadcast television in areas w/ poor reception. Cable as Competitor. Conflict between cable and broadcasters - PowerPoint PPT PresentationTRANSCRIPT
![Page 1: The Challenge of New Media](https://reader034.vdocuments.us/reader034/viewer/2022051821/5681624e550346895dd299b7/html5/thumbnails/1.jpg)
The Challenge of New Media
![Page 2: The Challenge of New Media](https://reader034.vdocuments.us/reader034/viewer/2022051821/5681624e550346895dd299b7/html5/thumbnails/2.jpg)
![Page 3: The Challenge of New Media](https://reader034.vdocuments.us/reader034/viewer/2022051821/5681624e550346895dd299b7/html5/thumbnails/3.jpg)
TV as Mass Media
• 3 big networks (late 1940s-1970s)• Few options• Standardization, norms, broad appeal
![Page 4: The Challenge of New Media](https://reader034.vdocuments.us/reader034/viewer/2022051821/5681624e550346895dd299b7/html5/thumbnails/4.jpg)
![Page 5: The Challenge of New Media](https://reader034.vdocuments.us/reader034/viewer/2022051821/5681624e550346895dd299b7/html5/thumbnails/5.jpg)
![Page 6: The Challenge of New Media](https://reader034.vdocuments.us/reader034/viewer/2022051821/5681624e550346895dd299b7/html5/thumbnails/6.jpg)
![Page 7: The Challenge of New Media](https://reader034.vdocuments.us/reader034/viewer/2022051821/5681624e550346895dd299b7/html5/thumbnails/7.jpg)
Rise of Cable
• Initially a way to deliver broadcast television in areas w/ poor reception
![Page 8: The Challenge of New Media](https://reader034.vdocuments.us/reader034/viewer/2022051821/5681624e550346895dd299b7/html5/thumbnails/8.jpg)
Cable as Competitor
• Conflict between cable and broadcasters• Emergence of original, specialized content:– Z-Channel (1974, indie/art films in LA)– TBS (1976, reruns, Braves games in Atlanta)– CNN (1980)– MTV (1981)
![Page 9: The Challenge of New Media](https://reader034.vdocuments.us/reader034/viewer/2022051821/5681624e550346895dd299b7/html5/thumbnails/9.jpg)
Proliferation
• Cable, satellite• Video rental market• Growth of porn• Global bootleg/pirate/“subterranean” market
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End of the Mass?
• Broadcast networks persist w/ biggest audiences, by far
• But niches proliferate on cable, satellite, online
• M*A*S*H* finale remains biggest show from 1983-2010
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Public Sphere vs. Counterpublics
• Can public arena survive a million echo chambers?
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Immersion
• New media permeate everyday life• Cable, smartphones, Internet, gaming, TV, etc.• Prospect of the cybernetic