Trends in the Mass
Media
Quiz
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Which is better: Abercrombie &
Fitch/Banana Republic/American
Eagle/Other? Why?
Name a favorite Real World star.
Who is Paris Hilton?
Which breast did Janet Jackson
expose?
Quiz
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Who is the U.S. Secretary of Defense?
Donald Rumsfeld
Who is George Bush’s White House
spokesperson?
Tony Snow
Who is the governor of California?
Arnold Schwarzeneggar
Who is the governor of NC?
Mike Easley
Quiz

What do the Budweiser frogs have in
common with Augustus Caesar, the Roman
emperor?
Media vs. Medium
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Media are plural
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Medium is singular
Mass Media as a Subject of
Study?
1.
2.
3.
4.
5.
6.
Pervasive
Persuasive
Source of information
Entertainment value
Socialization function
The Media are a unique entity –
not just a ‘product’
Brief Historical Context
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Media in U.S. and
British Colonies
Regulation of the
Media – general
Brief Historical Context
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Creation and
Regulation of
Electronic Media
in the 1920s
Trusteeship
(Social
Responsibility)
Theory underlying
principles
Important Trends
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1. Demassification
narrower audience
and content focus
Audience
Fragmentation
“Less” mass
audiences
Focused content
Important Trends
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2. Deregulation
Reduced
government
control & oversight
regarding content,
ownership, etc…
“Different”
regulation, say
critics, in favor of
media elite
Important Trends
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3. Convergence
Media overlap in form
& content.
Brands available in
multiple media.
TV, magazine, web,
radio…
ESPN brand: TV
(4+channels, mag.,
radio, web, movies)
Important Trends
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4. Conglomerization
Media properties part
of large international
corporations
Link to diagram
Important Trends
5. Consolidation - fewer owners
 Oligopoly
 Few companies control industry
 Dominant media ownership model
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Monopoly
One company controls market or industry
Important Trends
6. Commodification &
 (Hyper-)Commercialization
All content is a brand to be sold
 Sole purpose to make profit
off of products sold
 Everything is a brand
 Examples: Extreme Makeover: Home Edition; 40-Year
Old…

Important Trends
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7. Globalization
Media corporations
globalized.
Messages and ownership
cross borders
US exports most
entertainment/news media
in the world
We are influenced also, but
we can pick and choose
most marketable programs
(BBC)
Global Mass Media Systems
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Globalization affecting media
everywhere
Democratic media obliterate
borders
Small media & web enable
democratization (also subversive
communication)
Rich countries dominate industry
Fear loss of national sovereignty
Global Mass Media Systems
Four mass media systems in the world
1. State-run (Government
Ownership)
Media are a tool of the state.
Typical of dictatorships & communist
countries.
Soviet model, North Korea, Cuba
Global Mass Media Systems
2. Authoritarian model
Generally free market economic model
(advertising)
Tight government control over
content, sedition illegal
Journalism a risky career
Typical in dictatorships (Iraq under
Saddam)
Global Mass Media Systems
3. Libertarian
U.S. model (generally)
Great freedom of speech, right to
criticize government
Funded mainly through advertising
True libertarian model is rare
Global Mass Media Systems
4. State-funded Independent
Independent of government but
funded through taxes (CBC, BBC,
PBS)
Free to report, criticize government
Global Mass Media Systems
5. Mixed Model
Some government control
Some level of freedom
Some advertising economic support
Some government economic support
China, US, Britain
Summary of Media Trends
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Oligopolistic corporate owned
Larger, less connected w/audience
Profit, stockholder satisfaction are primary
goals
Demassification of audiences and
messages
Less regulation regarding content and
ownership
Little to no social responsibility
So What? In the media
marketplace…
1.
2.
3.
4.
5.
6.
You are a demographic to be sold.
They want you to believe they have your
best interest at heart.
They are shirking their social
responsibility.
Consumption rules. Media corps and
advertisers want your money and brand
loyalty.
You are a consumer, not a citizen.
They are earning a great deal of money
via items 1-5.
Do you care?
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Are you/we being used?
By whom? Who are the communicators?
To what end?
What are some legitimate responses to
the current media environment?
What are the implications of NO
response?
Bread and Circuses

Roman satirist in
the time of
Caesar Augustus
Juvenal wrote of
“bread and
circuses.”
Beer and Circus


Murray Sperber
of Indiana U.
wrote of “beer &
circus”
Original reference
was to college
athletics but also
applies to modern
media
Media Literacy - Elements
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Awareness of impact of media
Understanding of the mass
communication process
Strategies for analyzing and discussing
media messages
Understanding media content as a text
that provides insight into our culture
Media Literacy - Elements
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Enjoy, understand and appreciate media
content
Understanding of ethical and moral
obligations of media practitioners
Development of appropriate and effective
production skills
Media Literacy - Skills
summarized
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Knowledge of genre conventions - ability
to deconstruct them
Respect power of media
Ability to think critically about media
messages - regardless of source (credible
or not)
Knowledge of the “internal language”
(production values) and conventions of
various media
Heighten expectations
Assignment

Link to course home page.

Media Literacy Link
Theoretical Constructs
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Marketplace vs. Trusteeship (Social
Responsibility)
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Status Conferral and Agenda Setting
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Audience Effects? Socialization cues?
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View of the mass audience?