JOURN 1100 1st Edition Lecture 14Current LectureThese 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. Market Model Public Sphere ModelHow are media conceptualized (put together)?Private companies selling productsPublic resources serving the publicWhat is the primary purpose of the media?Generate profits for owners andstockholdersPromote active citizenship through information, education and social integrationHow are audiences addressed?As consumers As citizensWhat are the media encouraging people to do?Enjoy themselves, view ads and buy productsLearn about their world and be active citizensWhat is in the public interest?Whatever is “popular” Diverse, substantive and innovative content, even if not always popularWhat is the role of diversity and innovation?Innovation can be a threat to profit, standard formulasDiversity can be a strategy for reaching new niche markets (specific groups)Innovation central to engaging citizensDiversity central to media’s missionof representing the range of public’s views and tastesHow is regulation perceived?Mostly seen as interfering with market processesUseful in protecting the public interestTo whom are media ultimately accountable?Owners and shareholders Public and government representativesHow is success measured?Profits (money) Serving the public interestConcentration of OwnershipDiverse monopoly = few owners & high product diversityHomogenized monopoly = few owners & low product diversityDiverse Competition = many owners & high product diversityHomogenized Competition = many owners & low product diversity *high ownership (multiple stations) is good because it gives consumers choicesCriticism 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 integratedIn 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
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