COMM 121 1st Edition Lecture 3Previous Lecture Notes Outline:- Traditional definition of mass communication- Understanding the importance behind mass communication- Technological convergence- Necessary steps to change the “traditional definition”Current Lecture Notes Outline:- Important questions to ask about new media- Model of media and the social world- Important new terms- Part 1: “Media ownership and control”- Affects concentrated ownership has in participation in the field- Affects concentrated ownership has on media content Should we celebrate or be vigil around the transition of “mass” to a combo of “mass” and morepersonalized uses? Questions for new media:- Who’s in control?- Who has access?- In who’s interest does this operate?*When choosing a program, you have a choice of what to watch but you only have a small amount ofchoices.Model of media and the social world:Readers/AudienceMedia message/product Social World TechnologyMedia IndustryThese 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.*Model of media and the social world considers “structure” and “agency” in each of it’s 4 points in the circuit and their relations among them.New Terms:Media Power: “Structure” The systems in which we live, learn, and work.Audience Activity: “Agency” Our power to act on our behalf (not simple “free-will”; we act in conditions we don’t entirely control)Part 1: Media Ownership and ControlFrom textbook reading:“The corporate view has become the American view, even though the corporation entities that own mass media are far from universal.” (49)- In discussions of the U.S. economy, national economic wellbeing equals corporate success.- This thinking is similar to Reagan’s trickle down theory.- Relationship between corporate financial health and citizen wellbeing is rarely discussed. Ex.) Living wages as measure of national economic well being.Example of large corporations controlling market:In order to put on a large concert for an independent artist with a large fan base it is necessary for the artist to go through large corporation promoters, labels, venues, venders, etc. This makes tickets inevitably expensive because the large corporations like Ticket Master are controlling them as a monopoly.Vertical Integration: Integrated ownership of most parts of media industry. Ex.) Venues, promoters, ticket salesHorizontal Integration: Integrated ownership of different industries. Ex.) News Corporation owns 20th Century Fox (film producer) Harper Collins (publishing company)Concentration: More firms owned by fewer owners. *Media owner concentration is a big issue.What affect does this have on participation?- Creates a “barrier to entry.”- Money = a barrier to entryo Large powerful corporations make it nearly impossible for people or independent companies to enter the competition without millions of dollars.o Children of famous movie stars automatically having an advantage in the field creates a barrier to entry.What affect does this have on content?- Homogenization hypothesis suggests concentrated ownership diminishes diversity of content. Ex.) “Single newspaper