JOURN 1100 1st Edition Lecture 14 Market Model Public Sphere Model How are media conceptualized put together Private companies selling products Public resources serving the public What is the primary purpose of the media Generate profits for owners and stockholders Promote active citizenship through information education and social integration How are audiences addressed As consumers As citizens What are the media encouraging people to do Enjoy themselves view ads and buy products Learn about their world and be active citizens What is in the public interest Whatever is popular Diverse substantive and innovative content even if not always popular What is the role of diversity and innovation Innovation can be a threat to profit standard formulas Innovation central to engaging citizens Diversity can be a strategy for reaching new niche markets specific groups Diversity central to media s mission of representing the range of public s views and tastes How is regulation perceived Mostly seen as interfering with market processes Useful in protecting the public interest To whom are media ultimately accountable Owners and shareholders Public and government representatives How is success measured Profits money Serving the public interest Current Lecture 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 Concentration of Ownership Diverse monopoly few owners high product diversity Homogenized monopoly few owners low product diversity Diverse Competition many owners high product diversity Homogenized Competition many owners low product diversity high ownership multiple stations is good because it gives consumers choices Criticism of the Market Model People are treated as consumers produce economic not civic benefits toaster with pictures doesn t further diversity Disney both horizontally and vertically integrated In theory markets are supposed to be competitive it creates better products more innovation lower prices and happier customers Microsoft found as a monopoly and used power to crush competitors the government had to step in and stop Comcast internet provider Net Neutrality FCC ruled internet service provider must be neutral with how they treat internet traffic
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