A201 1st Edition Lecture 2 Outline of Previous Lecture I Literacy Model Potter i Knowledge structures ii Personal locus iii Information processing competences skills iv How we process II Media literacy Understand influencing factors i Maturation ii Natural abilities iii Experience iv Active application of skills Outline of Current Lecture I Media literacy Understand Influencing factors i Natural abilities iii Experience iv Active application of skills II Media Industries Development i Innovation ii Penetration iii Peak iv Decline v Adaptation III Media Industries Radio the survivor IV Media Industries Demographics updated data Current Lecture I Media literacy Understand Influencing factors ii Natural abilities Conceptual differentiation o How do you classify things o Do you have many or few categories o Do you look for similarities or differences o How do you categorize music Country or more specific i e Luke Bryan These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute o Do you see the similarities between shows or do you try to experiment with all different kinds o i e Let s go shoe shopping Do you have that range of different kinds of shoes Sandals heels flip flops sneakers o Do mens shoes look all the same or can you notice a different Some have buckles some are different colors Natural abilities Emotional intelligence o Do you understand the triggers of your emotions o Can you be critical of what you feel o Related abilities Empathy managing emotion handle emotional demands o How about when you are in the media world o Do you understand what moves you and what would get you to tears or make you laugh or cry o Why does it make you have emotions o If you see cute pictures like puppies do you smile and say awww o Do we understand why we do this o When you see a picture on social media it makes you do certain things Natural abilities Tolerance for ambiguity o Are you intrigued by difference o Or do you avoid that which does not line up with your beliefs o Low tolerance makes you avoid difference o High tolerance makes you engage and analyze difference o Are you intrigued meaning if something is unknown to you are you curious to know about it or do you feel uncomfortable by things you don t know o Could change your media use you will listen to the same music same type of tv show same internet sites o Potter says that you must up your tolerance to see different things embrace a little more and explore Natural abilities Non impulsiveness o Are you quick to judge o Sign of impulsiveness governed by emotion o Take more time examine more even if it confirms your first impulse o How quick are you to dismiss people and ideas impulsiveness o Can t self reflect on their emotional life o Clear and passionate opinions but very little tolerance for other opnionsimpulsive o Potter says that before you dismiss examine things once more and give it extra consideration o If you meet people in the physical world and judge them on appearance then give them another chance o How open minded are you iii Experience o Is not just how much media material you consume o Rather o Variety o Not habitual o Dish out the same thing in x numbers of ways o Absolut vodka many different flavors but its all the same No VARIETY o Fool yourself into thinking that you re trying different things o Snap out of habit and take a critical look at what you consume iv Active application of skills o On cognitive and emotional levels o Maturation stops at about puberty o From there on you are in charge of your media literacy level o Be in charge of what it is that you use o Understand clearly that you re going to have to stay active as a media user o Need to take it up a little and take active charge of self examination and reflection develop higher levels of media literacy II Media Industries Development Stages in the life cycle of media Innovation Penetration Peak Decline Adaptation i Media Industries Development Stage 1 Innovation Technological innovation Marketing innovations recognizing needs of the population The Chasm little bridge that a product must cross in order to become the technology that will be widely dispersed and used Innovators technology enthusiasts early adopters visionaries early majority pragmatists late majority conservatives laggards skeptics technology adoption lifecycle Geoffrey Moore s addition to Diffusion of Innovation easy to adopt meets a real consumer need How to make it known to people that this cool new thing is out there must have smart marketing to draw awareness Need to know the fears and wishes of the population ii Media Industries Development Stage 2 Penetration Large heterogeneous audience Satisfy needs better than existing media create new needs increase existing needs Have very large audiences and the technology is satisfying needs of this large group of consumers Changing existing needs GPS better than a map Making existing technology absolete Can t watch netflix on your software iii Media Industries Development Stage 3 Peak Commands most attention Generates most revenue Maximum penetration Television is right now king iv Media Industries Development Stage 4 Decline Loss of audience Loss of revenue from audience and advertisers v Media Industries Development Stage 5 Adaptation Repositioning to survive When there is the decline phase it is ready for new technologies and applications to come III Media Industries Radio the survivor Lost audience to TV in 1950 Adapted Soaps comedy drama to music General to specific audiences Portable transistor Radio Lost it s audience to TV in 1990 s Adapted Radio online interactive Satellite radio not dependent on frequencies Internet radio IV Media Industries Demographics updated data Magazines and books women 50 Advertising women 54 30 upper level jobs TV all but news 25 not actors production Film 17 not actors production Journalism 30 women Games 10 women in development