MASS MEDIA
Youtube clip: American Psycho
• http://www.youtube.com/watch?v=IXlkq9v
HuAE&feature=related
The Power of MEDIA
Media Effects
http://www.youtube.com/watch?v=qvgURfZMGoQ
Power of Media
http://www.youtube.com/watch?v=xmtd9o6ZWZM
Power of Social Media
http://www.youtube.com/watch?v=5mid8p4A6Eg
CANADIAN VS. US
TV WATCHING
AVERAGE WEEKLY VIEWING (hours: mins)
Persons
Men 18+
Women 18+
Teens (12-17)
Children (2-11)
- From TV Bureau of Canada, 2012
27:36
27:30
30:18
21:36
21:30
34:12
34:44
38:46
23:50
25:59
RECEPTIVITY TO ADS
ACROSS MEDIA TYPES
Watching Television
58.8%
On the Internet
Reading a Newspaper
Listening to the Radio
Reading a Magazine
Out of Home
12.6%
11.2%
8.6%
2.7%
2.3%
-Survey conducted by BBM Analytics, 2011
Innerscope Research:
Media Effectiveness Study
• observed 100 male and female participants aged 18-49
as they experienced the advertising of 24 national
brands within the following media environments:
• TV ads were viewed within a 30-minute episode of Two
and a Half Men
• Radio ads were heard while listening to 15 minutes of
Toronto's CHUM FM during a virtual drive
• Online ads were viewed while surfing msn.ca for 15
minutes
* Newspaper ads were viewed while reading the
Vancouver Sun's Life section for 30 minutes
METHOD OF STUDY:
The study biometrically measured consumers'
unconscious emotional responses, captured with
a lightweight wireless vest that monitors skin
sweat, heart rate, respiration and movement.
Eye tracking and measures of intensity and
synchrony were condensed and analyzed to
determine moment-by-moment, as well as
overall, emotional engagement.
RESULTS
ADVERTISEMENTS WATCHED
ON TELEVISION PRODUCED:
******
• 3 X higher emotional engagement and three times higher
aided next-day recall than radio ads.
• 1.8 X higher emotional engagement and 1.4 times higher
aided next-day recall than online video ads.
• 5 X higher aided next-day recall than online display ads.
* 5.5 X more total emotional engagement and comparable
aided next-day recall than newspaper ads.
The mass media refer to print, radio,
television, and other communication
technologies. “Mass” implies that the
media reach many people. “Media”
signifies that communication does not take
place directly through face-to-face
interaction. Instead, technology intervenes
or mediates in transmitting messages from
senders to receivers. Furthermore,
communication via the mass media is
usually one-way, or at least one-sided.
There are few senders (or producers) and
many receivers (or audience members).
1450 Printing press (Gutenberg)
1702 First daily newspaper (London Daily Courant)
1833 First mass circulation newspaper (New York Sun)
1837 Photography (Daguerre)
1840 Telegraphy (Morse)
1875 Telephone (Bell)
1895 Movies (Lumiére)
1906 Radio
1941 Commercial TV
1948 Long playing records
1952 VCR
1961 Cable TV
1969 ARPANET (US Dep’t of Defense)
1975 Microcomputer (Apple)
1983 Cell phone
1989 World Wide Web (Berners-Lee)
CANADIAN INTERNET USE
Why the Mass Media Grew
 The Protestant Reformation
promoted literacy.
 Democratic movements
promoted mass involvement.
 Capitalist industrialization
promoted the search for profit.
Theories of Media Effects
 Functionalist (coordination, social
control, socialization, entertainment)
 Conflict (legitimation of injustice and
inequality, source of profit)
 Symbolic interactionist (audience
interpretation)
 Feminist (under- and misrepresentation
of women and other minorities)
SOCIAL CONTROL
SOCIAL CONTROL : the social
mechanisms that regulate individual and
group behavior, leading to conformity and
compliances to the rules of a given nation
or culture
Jerry Springer: Social Control
http://www.youtube.com/watch?v=W_334td7
t5I
Theories of Media Effects
 Functionalist (coordination, social
control, socialization, entertainment)
 Conflict (legitimation of injustice and
inequality, source of profit)
 Symbolic interactionist (audience
interpretation)
 Feminist (under- and misrepresentation
of women and other minorities)
Canada’s Media Giants, 2007
1. CTVGlobeMedia (BCE and Thomson, Toronto,
$4.3b/yr; CTV, Globe and Mail, TSN, major urban
radio stations)
2. Rogers (Rogers, Toronto, $3.9b/yr; cable TV, ISP, 29
radio stations, 62 magazines, Sportsnet, Blue Jays)
3. CanWest Global (Asper, Winnipeg, $2.9b/yr; Global
TV, National Post ,10 major urban dailies)
4. Shaw (Shaw, Calgary, $2.8b/yr; Cable TV, ISP, 49
radio stations, etc.)
5. CBC (public, Toronto, $1.6b/yr; CBC-TV, RadioCanada)
6. Quebecor (Péladeau, Montreal, $1.0b/yr; Sun
newspapers, major Quebec newspapers, cable TV,
etc.)
Global Media Giants, 2007
(rank and annual revenue)
Rank and name
US $b
1.AOL Time Warner (U.S.)
2.Disney (U.S.)
3.Comcast (U.S.)
4.Vivendi Universal (France)
5.News Corp. (U.S./Australia)
6.Bertelsmann (Germany)
46.5
35.5
30.9
29.6
28.7
25.7
CONFLICT THEORY:
3 MEDIA BIASING MECHANISMS
• Advertising
• Sourcing
• Flak
Audience Reaction to
Pro-Choice TV Dramas
 Pro-life women from all social classes think abortion
is never justified and reject the mass media’s
justifications for abortion.
 Pro-choice working-class women who think of
themselves as members of the working class adopt a
pro-choice stand as a survival strategy, not on
principle.
 Pro-choice working-class women who aspire to
middle-class status distance themselves from the
“reckless” members of their own class who sought
abortions on the TV shows.
 Pro-choice middle-class women believe that only an
individual woman’s feelings can determine whether
abortion is right or wrong in her own case.
Youtube video
• http://www.youtube.com/watch?v=kWuOV
AWyKwQ
http://www.youtube.com/watch?v=9_JpYfSc
oHs&feature=related
Summary of the Four
Theories
 Functionalism identifies the main social effects of the
mass media: coordination, socialization, social control,
and entertainment. By performing these functions, the
mass media help make social order possible.
 Conflict theory offers a qualification. As vast
moneymaking machines controlled by a small group of
increasingly wealthy people, the mass media
contribute to economic inequality and maintaining the
core values of a stratified social order.
 Interpretive approaches offer a second qualification:
audience members filter, interpret, resist, and
sometimes reject media messages according to our
own interests and values.
 Feminist approaches offer a third qualification. They
highlight the misrepresentation of women and
members of racial minorities in the mass media.