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 changesmessage saturation: tune outPotter: Automaticity – use media without conscious effortNecessary for survival, be goal-directed, understand WHYConcern: we are not very goal-directed when we enter the media world, example: Facebook stocking & distractionsBUT – Automaticity has function:1. Protects us from being overwhelmed2. Acts as a filter to help us focus and move through the world in an effective way.Major Concept: AutomaticityTHE TRAPS:1. Fatiguestuck in patterns of exposuredisregard information that may be helpful to us2. False feeling of being informed“If its there, I know it” – just because we have the access to the information we feel we know it.Media actually makes us more ignorant3. False sense of control“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 literateTake control: take charge of our media useSnap out of automatic modeMake active decisions: when we use media & why we use itLearned, not innate: media literacy is not something were born with, like math, we must develop the skills for media literacy“Like going to the gym and getting a workout, its easy to lose the tone and muscle”But how do we acquire it?Take a little more responsibility and charge, go in and beyond and ‘break the screen’ – move beyondApple Advertisement 1984We 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.Dig deeper1. Cognitive – factual2. Emotional – feelings3. Aesthetic – understand the production – dove evolution commercial, people in magazines, images in media – can be very maipulated4. Moral – values, the way you want to live your lifeA Scale: Where you are on the line from low to highly literateCognitive, 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?Transforming The Media WorldExample: 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.S1700’sNewspapers were associated with political partiesFunded by high subscription feesThe Growth of National News1800’s – 1900’s: Newspapers and magazines1930’s: Radio1950’s: Television1980: Cable TelevisionChanges in Big MediaSome of these conglomerates are splitting upNew media companies becoming increasingly importantREVIEW from MONDAY, January 27Vertical Integration:Production, distribution, exhibition, saleAll one type of mediaContent versus conduit, or both!Increase of fee-based content is leading to more vertical integrationExample of fee based media system: IPhone apps, pay a fee then use it as much as you want, HBO cable TV, NetflixHorizontal Integration:Owning different types of media, sticking with media contentIncreased horizontal integrationExample: 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.GlobalizationGlobal marketplace = bigger audienceEasier to trade in the world in a timely fashionThe world seems smaller through the connections we make, a lot through mediaUS to overseas. For example: CNN seen in ChileExample: NBC contract for English Premier League SoccerExample: 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 saturated2. Media conglomerates can easily dominate local media3. 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 elsewhereU.S. exports much more than it importsWestern media may undermine local culture, traditions, and valuesReplaces them with a consumerist ideology – we are promoting that to be is to shop, or to buy.Our media is based on advertisementBUT… Western media products can help topple dictators“Engines of democracy”Hybrid forms of media emerge in localesTED in class video: Pop culture in the Arab worldBarbie versus Fullah – the Arab Barbie, very white basically the same but wearing different clothesExample: they have different values and beliefsForseebab – 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 Conglomeration1975: The FCC passed the newspaper and broadcast cross-ownership rulemeant to prevent people from owning both a daily newspaper and a full-power broadcast station in the same communitythey were worried to much of this we wouldn’t see diverse viewpoints1996: Telecommunications Act loosened these rules, but they technically still