Transcript Introduction to Mass Media

Introduction to Mass Media
Instructor: Shujun (Penny) Jiang
Email: [email protected])
You are connected
• Q: What is your media experience of today since
you wake up?
• Smart phones make all types of mass media --books, newspapers, magazines, music, radio,
movies, TV, Internet---available 24/7 on one
small device
• Mass media keep you informed, entertained and
sell you products.
Mass Communication becomes wireless
• Wi-Fi (Wireless Fidelity)
• New tech give you any mass media in any
location
• The "global village" defined by Marshall
McLuhan come true.
• Examples about your amazing experience of
using mass media anywhere you are
Mass Media Are Everywhere you are
• Radio in the car
• Internet newspaper
• News and updates from social media (facebook,
twitter)
• Homework or download new songs, favorite TV
sitcom, reading e-book, text a friend, email
friends, which is more compelling?
• Q: Mass media or homework? Are we all
addicted?
Average time people spend using mass media
each day (total minutes in a day = 1440)
0%
not using
media 375
minuets
26%
sleeping 475
min
33%
using media
590 min
41%
source: veronis suhler stevenson
(http://www.vss.com/)
Media/Impact: audience
• Economically, socially, culturally
• The way you vote, spend money, eat, talk, work,
study, and relax
 Basic needs: apparel, food, accommodation,
transportation
 More needs: information, entertainment, education…
• Discussion: give an example how media have impact
on you
Communication Process
• Three ways people communicate
▫ Intrapersonal communication
▫ Interpersonal communication
▫ Mass communication
Communication process
• H. Lasswell’s 5W model: Communication is a
process through which
▫
▫
▫
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▫
who (source)
says what (message)
in which channel (medium)
to whom (audience)
with what effect?
Who?
Says what?
Communicator
Message
In which
channel?
Medium
To whom?
Receiver
With what
effect?
Effect
Communication Process
Shannon-Weaver ‘s mathematical theory of communication, 1949
Mass communication Process
•
•
•
•
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Sender (source) e.g. cable provider/satellite company
Channel (medium)
Receiver e.g. TV set
Noise : distortion, interruption, static
Feedback: you receive the message and send response
Three characters of mass comm.
• A message is send out on some form of mass
communication system
• The message is delivered rapidly
• The message reaches large groups of different
kinds of people simultaneously or within a short
period of time
Three key concepts of Mass Media
• The mass media are profit-centered businesses
• Technological developments change the way
mass media are delivered and consumed
• Mass media both reflect and affect politics,
society and culture
Mass Media are Profit centered business
• Do you think mass media is
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To fulfill public’s information need?
To influence the country’s governance?
To disseminate culture?
To offer entertainment and provide outlet for
artistic expression?
• Above all, profit-centered
• The U.S. media industry collect $276 billion a
year in income
35%
30%
25%
20%
15%
10%
5%
0%
Advertisers and Consumers Pay the Bills
• Most of the income the mass media industries
collect comes from advertising
• People who want to sell you products pay for
most of the information and entertainment you
receive through the mass media
• Consumers support the media indirectly by
buying the products that advertisers sell
Mass Media Industry: the case of US
• Books : 150,000/year, 1/3 from retail, e-books
(kindle, ibook)
• Newspapers: 1,400 daily newspapers, moring,
afternoon, weekly, Ad makes up over 2/3 spaces
• Magazine: 20,000 magazines
• Recordings: income from CDs and download,
iTune is the largest music retailer
• Radio: 14,000 radio stations, AM/FM, 2900
public, mostly FM, online radio (Pandora)
Mass Media Industry: the case of US
• Movies: 40,000 theater in US, 600 pictures a
year, oversea movie sales, downloads, 3-D
• TV: 1700 tv stations, ¼ is public, network NBC,
CBS, ABC, cable and satellite tv service termed
as subscription TV, 90% home wired
• Internet: fastest growing, 79% consumer online,
a new mass media, an integrated sys for print,
audio, video and interactive media, online
shopping, social networking, e-business
Media Ownership in US
• All media are privately owned except PBS
(Public Broadcasting Service), National Public
Radio (NPR) survive on government support,
private donations and minimal corporate
sponsorship, less than 2% of Advertising
• Ownership is contracting, concentration of
ownership
Concentration of ownership: US case
• Chains
• Broadcast networks
• Conglomerates
• Vertical integration
Chains
• In 1700s:Benjamin Franklin establish
American’s first newspaper chain in
Pennsylvania Gazette
• In 1930s, William Randolph Hearst newspapers
accounted for 14% national daily, and 25%
Sunday sales
• Today, U.S. newspaper chain giant is Gannett
Co, 83 daily, USA Today
Broadcast Networks
• Radio and television stations
• Regulator: FCC (Federal Communications
Commission)
• Four major TV networks:
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ABC (American Broadcasting Co.)
NBC (National Broadcasting Co.), oldest, 1920s
CBS (Columbia Broadcasting System),
Fox, youngest, 1986, TV only
Broadcast Networks
• 1996, Time Warner Inc. --- WB (Warner Bros.),
Viacom Inc. --- UPN (United Paramount
Network)
• Affiliates are stations that use network
programming but are owned by other companies
• 2006, TV networks offer shows on demand for
downloading
• Today, available on all mobile media,
smartphones, ipads
Conglomerates
• Conglomerates are companies that own media companies
as well as businesses that are unrelated to the media
business
• GE (General Electric Co.) other businesses e.g. financial
services, appliance manufacturing, owns NBC Universal
pictures, sold 51% to Comcast, nation’s largest cable
company.
• Media properties are attractive investments,but some
conglomerates are unfamiliar with the industry
Vertical Integration
• the most widespread trend
• One company simultaneously control several
related aspects of the media business,
newspapers, magazines, radio and TV,
• Gannett, largest chain of newspaper owner,
owns TV and radio, a chain that is vertically
integrated
Vertical Integration
• Walt Disney Co. owns Disneyland amusement
park, Motion Pictures Group, the ABC TV
network, the ESPN cable network, and ESPN:
The Magazine.
• Time Warner owns Warner Bros. Pictures, HBO,
Turner Broadcasting, CNN, TNT, TBS, Sports
Illustrated, SI.com and the Cartoon Network.
Competition and Convergence Dominate
• Competition:
• since 1986, NBC, CBS, ABC have been sold to
new owners more than once
• Fox Broadcasting Co. is a part of Rupert
Murdoch’s News Corp. which owns The Wall
Street Journal, TV stations, magazines, and 20th
Century Fox Film Corp.
Competition and Convergence Dominate
• Convergence: technological and economic
• One way to expand a company to take advantage
of convergence is to acquire an established
business that is successful
• Reasons for fast convergence:
1. public ownership, publicly traded, stocks on
exchanges
2. Deregulation, FCC withdrew many restrictions
Why media properties converge
• Media properties can be attractive investments,
• newspaper and broadcast stations are scarce
commodities; They are easier business to buy than
to create; They have gone through a cycle of family
ownership;
• The fast way to gain internet expertise is to buy one
that had created internet presence or products
• The economic downturn in 2007 hit newspaper
business and make it hard to survive
Concerns of Media Properties converge
• Supporters of concentrated ownership and
convergence say a large company offers
advantages that a small company can never
afford
• Critics say concentrated ownership and
convergence interfere with message pluralism.
Technology Changes Mass Media
Delivery and Consumption
• 1st information communication revolution: The
invention of phonetic writing in 1000 B.C.
• 2nd :The invention of movable type in 1455,
Gutenberg, printing press, AD 1000, Chinese
also invented a printing press
• 3rd: the invention of the computer
• Wireless digital tech make mass media personal
and mobile
Media Take advantage of Digital Delivery
• Traditional communication: one way
• Today’s communication use broadcast,
telephone, cable , satellite, computer technology:
• two way and interactive
• Mass Media both reflect and affect politics,
society and culture
• Multiple sources of information and
entertainment makes different media
environment for each people
• What we should understand mass media and
why?
• Media Impact