!1!Mass$Media$Unit%2%Lecture'Notes!Important!people!are!in!BLUE!For!the!lecture!know!the!Ideas!as!stories!and!processes!not!just!memorizing!terms!!Quizlet!Link!for!book!Vocabulary!Terms:!!http://quizlet.com/37522273/mmc2000LtestL2LflashLcards/!!Quizlet!Password:!MMC2000!Chapter(3:(Books(!Brief&History&of&Books&!Books!becoming!a!MASS!medium!(19th!to!early!20th!century)!!Parallel!tracks!between!newspapers,!books!and!magazines!!Issue!of!Censorship!!! LIf!you!didn’t!like!what!someone!was!saying!you!could!burn!the!book!(1950s!Red!Scare,!Mccarthy!encouraged!to!pull!communist!leaning!books!off!the!shelves)!!What’s!the!rationale!of!censorship?!(Wide!variety!and!long!history)!! LIndecency/sexuality!!! LLanguage!! LCommunist!ideas!!We!treat!books!differently;!books!are!cultural!repositories!so!they!are!treated!differently!than!other!forms!of!media.!In!some!cases!books!are!removed!completely!to!be!able!to!get!a!hold!of.!! WHY?!!Presumes!that!media!matter,!in!ways!that!when!we!go!to!a!bookstore!or!a!library!that!forces!people!to!make!decisions!on!what!to!do!with!it!!Examples:!!LAssumption!that!books!are!a!part!of!formal!curricula!(ways!to!learn)!LBooks!do!not!have!same!rating!system!!LBooks!have!a!fixed!nature!format!(unchangeable)!!LReading!requires!more!attention!span;!you!are!very!invested!in!it!LBooks!are!open!to!interpretation!!!!!2!Early!Novelists!! LHawthorne!! LMelville!! LTwain!!!Beadle!&!Company’s!dime!novels!!!Paperbacks:!penguin!books!and!pocked!books!!! Today:!More!than!60%!of!books!sold!in!US!are!paperbacks!!!!Book!Industry!Today!! 2012=!33!billion!in!revenue!! Examples!of!major!categories!(different!than!just!sections!at!bookstore)!! ! Trade!books!(Largest!section)!! ! ! LJuvenile!and!adult!fiction!! ! ! ! ex:!Harry!Potter!! ! ! LNonLFiction!! ! ! LCookbooks!! ! ! LBiographies!!! ! ! LCoffee!Table!picture!books!! ! !Educationally!oriented!!! ! ! LElLHi!(elementary!and!high!school,!HUGE!money!made)!! ! ! LHigher!Education!(textbooks,!put!tog ether!several!sources)!LUniversity!Press!(owned!and!operated!at!schools,!not!secondary!source!like!a!text!book,!but!Universit y! press!put!together!their!own!ideas)!! Ex:!Oxford!press!oldest!in!the!world!!! ! EP!Professional:!references!for!a!variety!of!professions!!! ! ! LLaw!guides!! ! ! LMedical!! ! !Mass!Market!paperbacks:!romance!novels,!quick!diet!guides!! ! ! LAppeal!to!a!wide!variety!of!people!! ! ! LProduced!quickly!and!cheaply!!! ! ! LQuick!HowLto!guides!(_____!for!dummies)!!Industry!is!slowly!growing!but!in!general!the!average!household!spending!on!books!is!on!the!decline!!Books!is!the%only!form!of!print!media!(in!terms!of!number!of!minutes!spent!per!day)!that!is!on!the!rise!!!!3!Aliteracy:!people!possess!the!ability!but!are!unwilling!to!do!so!L50%!of!people!in!our!age!range!(18L24)!do!not!read!for!pleasure!!! LOlder!generation!thinks!it!may!be!something!to!be!concerned!about!!Book&Industry&Trends&!Convergence!on!the!rise:!From!books!!!!eLpublishing,!eLbooks,!eLreaders,!POD(printLonLdemand)!! **ELpublishing!makes!up!10%!of!book!industry!($3L4billion)!**Christmas!day!2009!FIRST!time!that!more!books!were!bought!in!the!electronic!version!than!paper!books!in!that!day!**in!2011!1!in!3!Americans!owned!an!eLreader!!**Summer!of!2011!amazon!sold!110!eLbooks!for!every!1!hard!copy!of!book!!POD!(printLonLdemand):!do!away!with!the!airLconditioned!storage!areas,!as!soon!as!the!person!says!I!want!to!buy!t his! book!the!electronic!file!gets!printed!and!sent!to!you.!Saves!publishers!money!(good!for!works!that!aren’t!as!popular)!!Conglomeration!! More!than!80%!sales!from!8!major!companies!!PROSLa!lot!of!money!to!print!high!quality!and!market!the!books!and!deliver,!and!invest!in!lesser!known!works!and!introduce!them!to!literary!world!!! ! !CONSL!Limited!voice!cut!out!the!mom!and!pop!shops!that!cannot!compete!to!attract!big!talent!to!write!!! ! Emphasis!on!profit!and!hypercommericalism!LBlockbuster!mentality:!pay!a!lot!of!money!to!a!few!people!so!it!makes!a!big!splash,!publishers!pay!45!million!dollars!up!front!and!then!Clancy!then!write!two!books!THEN!revenue!from!book!(Film!making!characterized!by!reduced!risk!taking!and!more!formulaic!movies)!LSubsidiary!rights:!Idea!of!selling!off!the!rights!of!the!likeness!of!characters!to!other!properties!(authors!get!revenue!from!that)!ex:!Book!was!turned!into!Harry!Potter!world,!lunchboxes,!figurines!etc.!!Potential!PROBLEM:!publishers!are!looking!for!potential!for!subsidiary!rights!NOT!because!it!is!a!good!book!!LInstant!books:!published!right!after!event!and!in!the!stores!immediately!!! ! Ex:!Royal!Engagement!written!in!48!hours!!!!4!Book!stores!started!with!mom!and!pop!shop!that!knew!all!the!books!and!could!recommend!books,!but!NOW!30%!books!are!sold!at!warehouse!type!of!stores!like!Costco,!Target,!and!WalLMart!!Amazon!makes!up!15%!book!sales!today!Chapter(5:(Magazine(&Brief&History&of&Magazines&The!word!magazine!used!to!be!known!as%a%place%where%things%are%stored%%!Early!1730s!in!England!when!magazines!emerge!First!magazine!in!colonies:!1741!Benjamin!Franklin!LWent!to!an!old!editor!of!his!Pennsylvania!Gazette,!John!Weeby,!and!wanted!to!put!together!a!magazine.!Weeby!told!Andrew!Bradford!(Franklin’s!biggest!competitor)!and!Bradford!released!the!American!Magazine,!and!two!days!later!Franklin!released!General!Magazine.!Neither!magazine!lasted!very!long!but!they!established!an!early!format!!Characteristics!of!early!magazines!LTargeted!at!elite,!intellectuals!LHeavy!political!and!literary!content!LLimited,!local!circulation!(NYC!and!Philly)!!! ! *Didn’t!have!the!means!to!deliver!them!across!long!distances!!!Era&of&mass&circulation&&LWhen!magazines!truly!become!a!mass!medium!(1865=!700!published,!1885=!more!than!3000)!In!the!era!at!the!end!of!the!civil!war!they!increased!dramatically!! L1945:!More!than!32!Million!families!subscribing!!! ! Why!so!much!change?!LTargeting!woman:!Magazines!differentiated!audiences!to!become!more!popular!targeted!woman!because!now!kids!went!to!school!!!EX:!Ladies!Home!Journal,!Better!Homes!and!Gardens,!Cosmopolitan!!! ! ! LIncreased!literacy!!!!5!LAct!allowed!magazines!to!have!cheaper!postage!and!prices!(magazines!lowered!their!prices!when!newspapers!did,!competition!breeds!lower!prices)!!! ! !
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