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1. Mass Media & Everyday Life Richard E. Caplan The University of Akron Christopher Burnett California State, Long Beach Mass Media in Our Lives • Average time spent using media each year Shannon Stapleton/The New York Times – More than half of our waking lives – More time than we sleep – Impacts every area of life • Mass media and American life – Greater influence – Bigger business Average Media Use Illustration 1.1 Media Earnings Percentages 1.2 Mass Media Today • The Past: Wired – Needed an electrical outlet – Limited mobility • Today: Wireless – Total mobility – More choices • Converged Media – Complex network of media – Global system JMMelton/motleyimage – WiFi: Wireless Fidelity The Communication Process • Intrapersonal – Communication within one person • Interpersonal – Direct sharing of experience between two people • Mass Communication – Communication from one person or group of persons through a transmitting device (a medium) to large audiences or markets Elements of Mass Communication Illustration 1.3 Mass Media Industries • Book Publishing – 40,000 titles a year – Audio books & e-books • Newspaper – 1500 dailies • Magazine – 15,000 published a year – Declining • Recordings – People over 25 buy CDs – People under 25 download • Radio – 13,000 radio stations – Satellite and Internet radio • Movies – 30,000 theaters, 400 films a year – DVDs, downloads, overseas • Television – 1600 TV stations – Subscription TV (cable and satellite) • Internet – Newest media – Ad earnings growing Media are Profit-Centered • Who Owns the Media? • Concentration of Ownership – Chains, Broadcast Networks • Cross-Media Ownership – News Corporation – Owns multiple media formats AP/Wide World Photos • Conglomerates – Corp. that owns more than just media – General Electric • Vertical Integration – Controlling related media – Time Warner Concentrated Media Ownership • Media Industry and Acquisitions • Public ownership of media companies: stockholders • Convergence – Melding of communication, computer and electronics industries • Deregulation – Since 1980, ownership limitations have been decreasing Newspaper & Broadcast Properties • Attractive Investments – 10% profits a year, double the average for manufacturing company • Scarce Commodities – Limited number makes them more valuable • Family Ownership – Selling off inherited media companies • Easier to buy than to create – Expensive to start up Pros & Cons of Concentrated Ownership • Advantages – Employee training – Higher wages – Better working conditions – Greater resources • Disadvantages – Limits diversity of opinion – Loss of message pluralism – Authoritarian corporate culture Paying the Bills • Advertising & Consumers JMMelton/motleyimage – Ads are primary income for newspapers, radio and television – Consumers pay indirectly – Magazines receive over half of income from ads, the rest from subscribers – Movies, recordings and books profit from direct consumer sales The Changing Technologies • 1st Information Revolution Archivo Iconografico, S.A./Corbis – Pictographs, 3500 B.C. – Phonetic writing, 1000 B.C – Parchment, 200 B.C. • 2nd Information Revolution Universitatsbibliothek, Gottingen, Germany/ Bildarchiv Steffens/The Bridgeman Art Library – Printing, 1455 – Spread of knowledge • Storability, portability, accessibility • 3rd Information Revolution – Computer technology – Satellite broadcasts, digital recordings, global network • Media History Link Gutenberg Bible, 1455 Time on the Internet Illustration 1.4 Digital Delivery • One-Way vs. Two-Way – Classic model of mass communication • One-way – New model of mass communication • Instantaneous feedback • Interactive • “Dumb” vs. “Smart” – TVs, VCRS = “dumb” – Telephone = “smart” • Digital communication – Information Bits – Storable information Digital Network Illustration 1.5 Mass Media Audiences & Effects • Mass Media influence – Political institutions – Social institutions – Cultural institutions – Selective Perception ABC News • Different people perceive messages differently Click image to play video • Few people share identical mass media environments Critical Discussion 1. In spite of the wonderful advantages created by the Internet, what might be some of the drawbacks? 2. How is digital delivery changing the communications industry? Give examples of how digital delivery is changing consumers’ habits.
