MC 101 1st Edition Lecture 2Outline of Last Lecture 1. What is communication? 2. Types of communication3. What is mass communication?4. Human communication 5. Model of communication 6. Players in the mass communication process7. Converging communication media8. Converged media model of communication 9. Evolution of the media world10. Media Literacy 11. Basic dimensions of media literacy 12. Milestones in media history timeline Outline of Current Lecture 1. The telegraph2. The media industry 3. American media appeal4. Foreign media in the US5. Reasons for corporate media growth6. Patterns of ownership7. Types of conglomerates8. Media and governments9. US model10. Media and the audience 11. Early media effect concerns12. Direct and indirect effects model 13. The Payne fund study 14. War of the worlds 15. The people’s choice study Current LectureThe Telegraph: Technological Determinism - Introduced by Samuel Morse in 1844- Fast, long-distance communication - Inverted Pyramid: 5W, H in first paragraph; then work down to least important 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.- Associated Press: 1848 Six papers agreed to share correspondent in Boston, sending out things with telegraph, they didn’t have to staff a person in Washington- AP became nationwide association of hundreds of papers- Develop Objectivity: Writing style that separates fact from opinion The Media Industry - Levels: local, regional, national, global- US; Trade surplus in media content: movies, TV, books - Domination: Freedom of expression, diverse audience, big business/popular entertainment American Media Appeal: Freedom of Expression - Freedom of expression: allows wide range of products - Notion of freedom is appealing - Mixed blessings Ex. Violence, pornography American Media Appeal: Diverse Audience - Made for diverse audience, wide range of backgrounds, tastes- Broader appeal overseas American Media Appeal: Big Business, Popular Entertainment - Finance and produce expensive media products- Technological innovation, quality - Issue: Cultural Imperialism: The displacement of a nation’s custom with those of another countryIMPORTANTForeign Media in the US- Not just US global influence - Foreign films have strong influence; TV influence such as American Idol from England - 4 of 5 top book publishers are foreign owned - 5 of 6 largest recording companies are foreign owned Reasons for Corporate Media Growth- Economies of Scale: savings that accrue with mass production; volume up, price down o Ex: calculator  It used to be super rare to have a calculator and they would cost hundreds of dollars With the advancement of technology more and more people got calculators andnow you can buy one of comparable value for a couple dollars o Ex: TV- Synergy: a combination in which the whole is more than the sum of its parts o Ex. Comcast purchase NBC: Cable and Internet with TV and movie programming o Comcast produces nothing, NBC has product and distribution, these companies convergebecause they want to control all elements of product - Cross-Merchandizing: promoting a product in one form to sell it in some other form - Global competition favors larger companies Patterns of Ownership IMPORTANT - Group of chain ownership: The acquisition of the same type of business in more than one market area by one company - Conglomerates: Large companies that own many different types of businesses Types of Conglomerates IMPORTANT - Vertical Integration: A business model in which a company owns different parts of the same industry; Ex. Hearst Corp,’ NBC purchased Universal Studios (prediction and Bravo, Telemundo) Table 1.1- Issue: Anti-Trust Laws: Laws that prohibit monopolistic practices in restraint of trade- Horizontal integration: corporate growth through the acquisition of different types of businesses;GE owned NBC + other types of companies; sold majority of NBC to Comcast Table 1.2- Combined integration: combine horizontal and vertical integrationIMPORTANTMedia and Governments- Government Ownership: Good example is North Korea- Private Ownership, Government Control: Example is Kenya and Venezuela- Libertarian: Privately owned, free of government control: Ideal - Mixed Model: Varying degrees of government control and ownership US Model - Regulation: Minimal is USo Censorship: Any act that prohibits an act of expression from being made publico Prior Restraint: Prevention of publication by government - Adversarial Relationship: Fourth Estate: The press as an unofficial fourth branch of government; watch dog - Elections: Media allow politics to go directly to people Media and the Audience - Audience is final arbiter of meaning - The audience has economic clout- Audience acceptance establishes new technology - Organized audience members can make a difference Chapter 2Early Media Effect Concerns - Concerns about the impact of media are as old as the media themselves - Fifteenth-century church leaders thought printed bibles would corrupt society - Concerns about advertising in late 1800s, early 1900s; wonder cures - Many parents felt the same way about the first novels, movies Direct and Indirect Effects Model - People feared strong, direct effects of WWI and WWII propaganda - Direct effects presumes media messages are a stimulus that leads to consistent, predictable attitudinal or behavior effects: powerful effects model, magic bullet, hypodermic model - Indirect effects recognizes that people have different backgrounds, needs, values and so responddifferently - Systematic research began in 1920s - Awareness, information, attitude, behavior o Make sure people know the producto Give people information about the product o Once you have information you can form an attitude o Doing something is your behavior - Not so hard to make someone aware and give someone information about it but to change their attitude or behavior about something is a lot harder The Payne Fund Study IMPORTANT - In 1929, the Payne Fund conducted 12 separate investigations into the influence movies had on the behavior of children; industry driven - Concern about modeling, imitation of behavior from media: sex, violence - Content analysis: observers systematically analyze media subject matter; movies dealt with crime, sex, and love - Laboratory experiment studies: isolating and observing variables in a