COMM 121 1st Edition Lecture 4Previous 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 contentCurrent Lecture Notes Outline:- Capitalist Realism- Making the mass audience- Evolution of yellow press into news paper- News papers and advertisementBig context – Part 2Advertising and the culture of consumption- Media power through economic control, but where does the money come from?- In the long range, through investments and finance- First, though, revenues through advertising as the sale of consumers to producersCapitalist RealismCapitalism: An economic system that promotes the idea of consumption as the route to satisfaction in life. (Advertising promotes this idea heavily.)Realism: Not necessarily that something is real but that it appears as real.- Created as a contrast term to “socialist-realism” a Russian art movement from the 1930s celebrating industrial work (production, not consumption.)- Propaganda?Making the mass audienceThese 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.- Mid-late 19th century- Urbanization for industrial labor, not agriculture- Investment in machinery: keep machines working in order for investment to pay off – don’t wantmachinery up for 5 hours a day and doing nothing for the other 20 hours of the day. However this meant you would always need someone there to work the machine (industrial labor)- Increased rates of production means an increased supply of goods for sale- Markets needed: supported by new systems of distribution and the development of a buying public, what we now call “consumer culture.”- Improvements in transportation support the movement of goods; so does the development of national advertising.Late 19th Century:o The “yellow press” is established as the first real form of mass communication.o Cheap newspapers with sensational storieso Often times newspaper financed by advertiserso Intended to “deliver readers to advertisers”: the more readers, the higher the ad rateso Newspaper had a very heterozygous audience in everywayo The newspaper was much more efficient for getting the word out about products and developing national brands. (In comparison to word of mouth, or any other community recognition for a worker or product, etc.)Developing the advertising profession:o 1850s-60s: ad workers are “space jobbers,” selling space for newspapers. Not staff workers working on commission requiring them to be rather aggressive. (Not an essential profession, what people did when they were out of work.)o 1870s: ad workers develop campaigns on behalf of advertisers, representing them through “open contract system” guaranteeing clients the lowest possible rates with publications. (Beginning to evolve)o 1900-1920s: ad workers form an independent profession, specializing in “market research,” e.g. “women buy, men don’t” (“Facefriend”) They began providing information about audiences/consumers of different products that producers didn’t know.Promoting promotion:o Advertisers needed to convince firms to spend new money on advertising.o 1901: 20% of Boston firms use advertisingo 1911: 50% of Boston firms use advertising, suggesting their greater confidence in its value or necessity.o Now:Advertising is viewed as essentialNow - making the niche audience:o Public attention is hard to attract; leads to new ways to reach consumerso E.g. from product ads that we can skip, to product placement we can’t skip – productplacement CLIP There are now “placement” agencies that create these product placements for advertisers/producers.o Branded entertainment: partnerships between retail firms and media projects from the get-go. No partners? No movie. E.g. “The Great Gatsby” and Prada and