JOUR 3745 1st Edition Lecture 3Outline of Last Lecture I. Media Trendsa. Mass Media ConglomeratesII. Stages from creator to consumerIII. Types of Ownershipa. Vertical Integrationb. Horizontal IntegrationIV. SynergyV. Questionsa. Advantages/ Disadvantages of Horizontal/ Vertical integrationb. Profit MindsetVI. GrazianOutline of Current Lecture I. Audiences a. Measuring Audiencesi. NeilsonII. Advertisers and the Advertising ProcessIII. Audience as A market Commoditya. CommodificationIV. Audience as a Labor Force The business of pop cultureAudiences- TV ratings and ad buysMeasuring Audiences – (Nielson) - Random sample of houses - Set meters (Personal remote for data) and Diaries used to track data- Networks use ratings to determine ad ratesProblems facing Nielson-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.- People are using new and other devises and methods to watch TV (Netflix, on demand, phone, tablet, computer, watching a game at a bar, etc.) so the data collected may not be exactly correctAdvertisers and the Advertising Process- Agencies (creators) vs. Companies (advertisers)- Pay ad buys- Segmenting audiencesAdvertising consumer segments ---- Network show’s audienceAudience as a Market Commodity Commodification- the transformation of goods and services, as well as ideas or other entities that normally may not be considered goods, into a commodity (in the Marxist sense of the word). The Marxist understanding of commodity is distinct from the meaning of commodity in mainstream business theory.- Networks need to decide who to advertise to- Commercialism- Media have more concerned about pleasing the advertisers than the contentScreen Writer Networks Advertisers Advertisers Networks Screen writers Females 18-29 years old are the target age group and its all about the profit.Audience sold as commodity- Media produce (attract) an audience to sell it to advertisers The Audience as a Labor Force- Viewers work for the media company- Audience commodity- Price that consumers pay for “free” over the air TV programming is the advertising they are forced to endure during the
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