J201 Intro to mass communication Institutions and structure lecture Remember topics that mass comm researchers study the content of media messages the effects of media messages on audiences or lack thereof the audiences for media messages and their agency in receiving those messages the institutions producing media messages and their place in the structure of society Different kinds of media institution and structure research history and geography of media organizations division of labor in media organizations technology used by media organizations professional practices and ethics in media organizations political regulation of media organizations economics of media organizations processes of production within media organizations ownership of and decision making in media organizations two normative ideals of media organizations and social structure collective publicly owned democratic control capitalist privately owned free market control collective publicy owned media means of production are publicly owned goal is to serve public interest must have a revenue stream taxes gifts state management less efficient less innovative democratic accountability diverse public sphere wall between editorial and state censorship propaganda tendency toward elitist content tendency toward monopoly capitalist privately owned media means of production are privately owned or licensed goal is to generate profit for owners shareholders must have a revenue stream advertising subscriptions market competition more efficient more innovative consumer accountability diverse marketplace of ideas wall between editorial and advertising product placement tendency toward least common denominator content tendency toward concentration media concentration economies and diseconomies of scale economies and diseconomies of diversity vertical horizontal diagonal integration local market monopoly media cross ownership synergy and cross promotion internationalization and globalization our messy real world small group of concentrated national subsidized non profit media producers with small market share primarily serving political educational goals small group of concentrated global capitalist for profit media producers with huge market share primarily serving entertainment economic goals large array of locally based but globally affiliated for profit and non profit media distributors depending on technology
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