Media Literacy Chapter One 01 29 2014 Major Idea Media Age output exploded over the course of our lifetime more in your lifetime than the sum total of what existed before you were born Media consumption 12 hours per day transformed how humans live Process information interact w each other build decorate homes Example Interior design 1940 s 1950 s TV shows up but is not central 1960 s 1970 s start to see technology on display just about everywhere 1980 s TV becomes more central in living rooms 1990 s 2000 s central thing we arrange our furniture around build furniture to put our technology into 2010 s something to show off hang on walls Even the way we arrange our furniture is effected by media Major Idea How do we adjust explosion was quick 15 20 years BIG explosions cable TV magazines internet humans adapt slowly to environmental changes message saturation tune out Potter Automaticity use media without conscious effort o Necessary for survival be goal directed understand WHY o Concern we are not very goal directed when we enter the media world example Facebook stocking distractions BUT Automaticity has function 1 Protects us from being overwhelmed 2 Acts as a filter to help us focus and move through the world in an effective way Major Concept Automaticity THE TRAPS 1 Fatigue o stuck in patterns of exposure o disregard information that may be helpful to us 2 False feeling of being informed o If its there I know it just because we have the access to the information we feel we know it o Media actually makes us more ignorant 3 False sense of control o If we have our apps we have total control over our lives 4 Faulty beliefs Thoughts from in class video Question Are we trying to imitate what we see in media or is media imitating us TV is being compared to a drug You can criticize media but your still in it What does Potter recommend we do Become media literate Take control take charge of our media use Snap out of automatic mode Make active decisions when we use media why we use it Learned not innate media literacy is not something were born with like math we must develop the skills for media literacy o Like going to the gym and getting a workout its easy to lose the tone and muscle But how do we acquire it o Take a little more responsibility and charge go in and beyond and break the screen move beyond Apple Advertisement 1984 We are like the people in the audience slightly zombie like taking the new media in for what it is How do we break the screen Understand dimensions of media messages and be aware of them in media content o Dig deeper 1 Cognitive factual 2 Emotional feelings 3 Aesthetic understand the production dove evolution commercial people in magazines images in media can be very maipulated 4 Moral values the way you want to live your life A Scale Where you are on the line from low to highly literate Cognitive emotional aesthetic moral low high Where do you stand on these scales How much self awareness do you have How much do you understand about production The Media Business Consolidation Globalization and the Long tail 01 29 2014 Transforming The Media World Example Apple is a media company as well as a computer company Media now travels with us everywhere we go Development of Private Ownership in the U S 1700 s o Newspapers were associated with political parties o Funded by high subscription fees The Growth of National News 1800 s 1900 s Newspapers and magazines 1930 s Radio 1950 s Television 1980 Cable Television Changes in Big Media Some of these conglomerates are splitting up New media companies becoming increasingly important Media Industry Part 2 REVIEW from MONDAY January 27 01 29 2014 Vertical Integration Production distribution exhibition sale All one type of media Content versus conduit or both Increase of fee based content is leading to more vertical integration Example of fee based media system IPhone apps pay a fee then use it as much as you want HBO cable TV Netflix Horizontal Integration Owning different types of media sticking with media content Increased horizontal integration Example News Corporation Mega media broadcast TV magazines book publishing newspapers filmed entertainment This leads to media concentration how quickly in just the last 20 years we have gone from a lot of media companies to 6 companies Clicker Question A CR8 ratio of 75 means what An industry is highly concentrated 75 of companies control 8 times as much revenue as the rest Globalization Global marketplace bigger audience o Easier to trade in the world in a timely fashion The world seems smaller through the connections we make a lot through media US to overseas For example CNN seen in Chile Example NBC contract for English Premier League Soccer Example Al Jazeera America bought Al Gore s Current TV Clicker Question Which of the following is not a rationale behind increased media globalization Advertisers pay more for content from international content 3 Main reasons behind increase media globalization 1 US markets are saturated 2 Media conglomerates can easily dominate local media 3 Low cost to reproduce similar material Cultural Imperialism Forcing our consumerist idea on others Uneven flow of ideas and media more is going from the US to elsewhere o U S exports much more than it imports o Western media may undermine local culture traditions and values Replaces them with a consumerist ideology we are promoting that to be is to shop or to buy Our media is based on advertisement o BUT Western media products can help topple dictators Engines of democracy o Hybrid forms of media emerge in locales TED in class video Pop culture in the Arab world Barbie versus Fullah the Arab Barbie very white basically the same but wearing different clothes Example they have different values and beliefs Forseebab The Islamic MTV set up as an alternative to existing Arab music channels Videos intended to show a kinder side of Islam The 99 Mesh of civilizations Islam has borrowed and adapted from other civilizations We made you into nations and tribes so you could learn from one another Limits on Media Conglomeration 1975 The FCC passed the newspaper and broadcast cross ownership rule meant to prevent people from owning both a daily newspaper and a full power broadcast station in the same community they were worried to much of this we wouldn t see diverse viewpoints 1996 Telecommunications Act loosened these rules but they technically still apply Video in class The daily show with Jon Stewart