J201Lecture: Mass media structure“mass communication”processespurposes“mass media”producerstechnologiesproducts“mass society”effectsaudiencesculturesdeFleur 1966one example of a model of media structure•descriptive arguments: How are the media organized in our society today?•historical arguments: How did the media come to be organized in our society in this way?•analytical arguments: How does this media organization affect our society — and which social processes do they serve?•normative arguments: How should the media be organized in our society — and which social processes should they serve?different kinds of arguments about media structureBen Bagdikian The Media Monopoly•1983 edition: 50 large global media conglomerates control most US media (called “alarmist”)•1992 edition: 24 •2000 edition: 6 •2004 edition: 5Time Warner, Disney, News Corporation, Bertelsmann, Viacomrevenue in million $AdAge.com 2008What does “monopoly” mean here?What does “monopoly” mean here?•Elimination of all competing firms?•Ability to set prices? •Exclusive access to airwaves? •Exclusive reach to audiences? •Exclusive control over the marketplace of ideas?•Really “oligopoly”? “control over the supply of a commodity is in the hands of a small number of producers and each one can influence prices and affect competitors”•collective publicly-owned(democratic decision-making, serve public interest)•capitalist privately-owned(free-market decision-making, serve shareholder interest)two normative ideals of media organizations and social structure... let’s take each in turn ...collective publicy-owned media•means of production are publicly-owned (or funded)•goal is to serve public interest (“in their best interests”)•must have a revenue stream (taxes, gifts)•state management = more diverse, low barrier to entry?•democratic accountability = diverse “public sphere”?•wall between editorial and state? (censorship, propaganda)•tendency toward elitist content?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?Implications for the role of the audience•audience as citizen (decision-maker)•audience as consumer (of both media and products)•audience as product (eyeballs sold to advertisers)•audience as labor (doing work for advertisers)two examples•early 20th century: Time magazine•1983: AOL founded•1990: Time acquired Warner Communications•1996: Time Warner acquired TBS (including CNN)•2000: AOL acquired Time Warner•2003: AOL Time Warner “rebranded” as Time WarnerAmerica OnlineHome Box OfficeHBO, Cinemax, HBO FilmsNew Line Cinema Corp.Time Inc.People, Sports Illustrated, Time, InStyleEssence CommunicationsEssenceSouthern Progress Corp.Southern Living, Cooking Light, SunsTime4 MediaGolf Magazine, Field & StreamTime Warner CableTime Warner Cable, Road RunnerTurner Broadcasting SystemCNN, CNN.com, TBS, TCM, TNTWarner Bros. EntertainmentCastle Rock Entertainment, Warner Bros. PicturWarner Bros. Television GroupWarner Bros. Television ProductionWB TV Network*Warner Home VideoFactPack| Advertising Age | 3332| Advertising Age | FactPackTOP MEDIA COMPANIES BY SECTORFrom 100 Leading Media Cos. (AA, Aug. 22, 2005). Calendar 2004 media revenue are U.S.-onlyand include information and entertainment distribution systems in which advertising is a key ele-ment of support. Figures are estimates in millions of dollars. Primary sources include BIAFinancial Network, Kagan World Media, TNS Media Intelligence, Audit Bureau of Circulationsand public documents. TOP 10 BROADCAST TV COMPANIESRANK MEDIA COMPANY NET TV REVENUE % CHANGE1 Viacom $8,505 9.62 NBC Universal 7,487 20.93 Walt Disney Co. 4,756 -1.04 News Corp. 4,538 2.65 Tribune Co. 1,354 2.36 Univision Communications 1,262 14.97 Gannett Co. 822 14.18 Hearst Corp. 780 13.69 Sinclair Broadcast Group 695 3.210 Time Warner 700 6.1To purchase a more comprehensive ranking, go to http://www.adage.com/page.cms?pageId=1161 or CLICK HERETOP 10 RADIO COMPANIESRANK MEDIA COMPANY NET RADIO REVENUE % CHANGE1 Clear Channel Communications $3,754 1.62 Viacom 2,096 -0.13 Walt Disney Co. 612 0.04 Westwood One 562 4.35 Cox Enterprises 438 2.96 Entercom Communications Corp. 424 5.67 Citadel Broadcasting Corp. 412 10.88 Univision Communications* 328 292.89 Cumulus Media 320 13.510 Radio One 320 5.5To purchase a more comprehensive ranking, go to http://www.adage.com/page.cms?pageId=1163 or CLICK HEREMORE MEDIA COMPANIES BY SECTORFrom 100 Leading Media Cos. (AA, Aug. 22, 2005).TOP 3 INTERNET COMPANIESRANK MEDIA COMPANY NET INTERNET AD REVENUE % CHANGE1 Time Warner $8,692 1.12 Yahoo 2,653 95.83 Google 2,083 107.0TOP 3 OUTDOOR COMPANIESRANK MEDIA COMPANY NET OUTDOOR REVENUE % CHANGE1 Clear Channel Communications $2,447 12.52 Viacom 1,880 7.53 Lamar Advertising Co. 884 9.1FREE-STANDING INSERT COMPANIESRANK MEDIA COMPANY NET FSI REVENUE % CHANGE1 News Corp. (News America Marketing) $590 -8.12 Valassis Communications (Valassis FSIs) 494 0.7MOVIE AND RELATED SERVICE COMPANIESRANK MEDIA COMPANY (LEAD STUDIO) NET MOVIE REVENUE % CHANGE1 Time Warner (Warner Bros.) $5,927 8.12 Walt Disney Co. (Buena Vista) 5,273 4.83 Sony Corp. (Sony Pictures Entertainment) 3,859 14.2YELLOW PAGES COMPANIESRANK MEDIA COMPANY NET DIRECTORY REVENUE % CHANGE1 SBC Communications $3,759 -0.42 Verizon Communications 3,615 -5.63 BellSouth Corp. 2,019 -1.54 Dex Media 1,649 1.15 Yellow Book USA (Yell Group) 1,142 25.7To purchase a more comprehensive ranking, go to http://www.adage.com/page.cms?pageId=1163 or CLICK HERESteve Case (AOL) & Gerald Levin (Time) in 2000AdAge.com 2006Time Warner board interlocks (2001)Allstate American Express American International AMR Barksdale Group Catellus Development Chevron Citigroup Colgate-Palmolive Community Health Systems Dell Computers Eagle River Exult Fannie Mae FedEx Forstmann Little & Co. Hills & Co. Hilton Hotels Interpublic Group Kleiner Perkins Caufield & Byers Lucent Morgan Stanley Dean Witter New York Stock Exchange Nextel Communications Oakwood Homes Corp Park Place Entertainment Pearson plc
View Full Document
Unlocking...