Journalism 201 1st Edition Lecture 14 Outline of Last Lecture II Guest Speaker David Black Outline of Current Lecture I Profit and Public Service in American Media II For Profit System III Advertising Based Media IV Public Service Mission V 20th Century Newspapers VI 20th Century Broadcast VII Three Changes Since the 1970s VIII Changes in 1980s Technological IX Changes in 1980s Political X Changes in 1980s Economic Current Lecture I II III Profit and Public Service in American Media a Where does money come from i 3 basic models 1 For profit almost all American Media 2 Public a few American media 3 Non Profit a very few American Media b Question of Power in Media i With each form of media who has the power ii How is that power structured iii First amendment as a limit on the governments power to control communications For Profit System a News media are supposed to create two distinct products i 1 A public Good informing the public and contributing to a robust public discussion ii 2 Profits usually not public good excludable 1 These are not the same often at odds Advertising Based Media a Dual Produce Industry i They sell content to you the consumer 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 IV V VI VII VIII IX ii They sell you or your attention to advertisers called selling eyeballs Public Service Mission a Objectivity balance fairness etc b Forum for public discussion c Holding power accountable d Can profit mission and public service mission co exist 20th Century Newspapers a For profit but not necessary maximum profit b Loss Leader as a retailer you price something too low so you don t make a profit but hope people will buy other things with it i Hard news would be the newspapers brand c Prestige and bundling everything together to cover costs economically d Family run newspapers that had a lot of pride in civic mission e Strong revenues from advertising and classified ads 20th Century Broadcast a Since the radio Broadcasters traded token news time for hands off regulation b 1927 Radio Act c 1934 Communications Act d Spectrum scarcity and first amendment limited i Spectrum in which radios can broadcast few channels available How to use it effectively e 1 Public Interest Standard private for profit mediums must have some hard news coverage f 2 Equal Time Rule with limited spectrum can t have a political side hogging all of our time i Equal time rule doesn t apply to newspapers 1 Nothing inhibits anybody from printing their own paper Three Changes Since the 1970s a 1 Technological b Political c Economic Changes in 1980s Technological a Channel diversification cable satellite b Consequence unbundling i Sports on their own channel c Results in falling of hard news consumption d Classifieds have been removed in newspapers i Put on craigslist instead Changes in 1980s Political a Strong spirit of deregulation specific senses b Regan and George H W Bush c Free Markets as solution to all problems neoliberalism d Sense that media businesses are like others X i Spirit of free market ideology e Fairness doctrine repealed 1987 f Ownership rules relaxed 1980 s 1990 s g Telecommunications Act 1996 Changes in 1980s Economic a Profit seeking and consolidation b Increasing profit focus seen as any other business c Sales to publically held corporations i Shareholders own it
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