COMM 122 1st Edition Lecture 3Outline of Last LectureI. Commercially Supported Media II. Governmental Regulations and Control of BroadcastingIII. VI.Economic Bases of Program ProductionIV. VII. Media Systems are Supported in a Variety of Different Ways (Pluralism)Outline of Current LectureI. International Comparisons: Historical Development of Mass Communication II. Advertisers and Live ShowsIII. Top Global ShowsIV. 1960’s-1980’s: Controversy over Cultural Imperialism V. Licensing Ideas of ProductionVI. Historical Context that Allowed Media Programming to EmergeCurrent LectureInternational Comparisons: Historical Development of Mass Communication• Explosion of programming which made it harder for programs toget noticed - Audiences get smaller; harder to get viewers - Increase on cable; audiences have gone up 700% since 2000 - 50% of data streaming online comes from Netflix and Youtube Advertisers pay more to put ads on live shows (NCIS, Football,etc)• People are watching live so they are paying more attention- Superbowl: $332 million in advertising, 25% advertisements; forevery 30 seconds it costs about $4.5 million Top Global Shows:• Drama: NCIS • Comedy: Modern Family • Soap: The Bold and the Beautiful - These shows are sold around the world to poorer countries forcheaper (more demand), however, industrialized countries pay more- The international market is increasing, more channels internationally1960’s-1980’s Controversy Over Cultural Imperialism:• Tremendous concern that certain cultures were being drownedout by American cultures • US programs seen as having low cultural quality • Consumerism is seen as harmful (turning attention toconsumption instead of production) • Images of American programming were seen as liberating (good life,materialism) - Conventional wisdom: reduced oppression around the worldand sparked revolutions • During the Bush Administration, conventional wisdom shifted to theidea that images of sex and violence led to terrorist attacks andresentment from other countries • Free flow vs. New World Information - Many countries have quotas on how many US Programs they canpossess (China, Canada) Timeframe of Programs:• 1950’s-1980’s: US Programs dominate the world • 1990’s: Much more local production, much more international sharing• Early 2000’s: US Programs rarely in primetime • During 2000’s: US Programs return • Now: massive streaming/downloading (often illegal) Making local versions of shows based on programs from other countries:• License the idea—not the production itself (pay the people thatcreated it to make a local version) - Popular programs based from different countries such as AmericanIdol, Survivor • This creates more international exchange, massive demand in morecountries Historical context that allowed media programming to emerge:• Medium: first system of communication • Papyrus: messages became portable • Movable type: infinite number of exact copies (first mass producedproduct) - Printing press • Telegraph: point to point communication (transformedcommunication over distance) - Long distance instantaneous communication • Broadcasting: one point to many (infinite) points• Morse code: combination of dots that make up words and