CCI 150 1st Edition Lecture 2Outline of Last Lecture I. Media Are Pervasive II. Information and EntertainmentIII. Primary Mass MediaOutline of Current Lecture I. Four different ways that media makes moneyII. Major Media TrendIII. Economic ImperativeIV. Important to RememberV. Beginning of Human Communication Current LectureI.) Four different ways that media makes money:1.) Advertising: This is the biggest way that media makes most of their money. Media, as we know it, exists because of advertising. When a medium sells advertising it is really selling YOU! The advertiser is really buying access to you through advertising in the media. 2.) Subscription/ circulation revenue: circulation revenue is what the AUIDENCE pays. Subscription and news stand sales are examples. Cable and satellite fees are also examples. This way defrays costs but doesn’t pay the bills- most of the time. 3.) Audience Donations: Some media offer special content that the audience is willing to pay for. For example, PBS (Sesame Street), NPR (National Public Radio), and the rare, local station (WDVX East Tennessee’s own).4.) Private support: Making money may not matter if your business has a private sponsor. The Christian Science Monitor (newspaper) is owned by the Christian Science Church. Big corporations often sponsor NPR and PBS, which can’t accept advertising. Our own WUTK is sponsored!II.) Major Media Trend1.) Demassification (very important term!): Moving away from the old “mass” media, and moving toward fragmented audiences. This gives the audience more choice and also gives the advertisers more choices about who to advertise to. 2.) Proliferation of media goes with the trend of demassification. 3.) Targeted Media goes with this trend as well. This leads to there being something for everyone and allows the advertiser to match what they are selling with certain audiences. 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.Advertisers like this trend if they are selling something very specialized. And since this had led tosmaller audiences it allows the advertisers to advertise for less money. III.) Economic Imperative1.) It is very important that we know WHO owns the media. It is NOT the government and it is NOT ‘all of us’. Businesses mostly own the media. And like any other business, media must make money to stay in business. Many of media’s decisions are based on this economic imperative. 2.) This economic imperative leads to populist content winning out over elitist content. (Elitist = Downton Abbey. Populist = Honey Boo Boo.) 3.) We get more content that benefits the vertically- integrated corporation. (A corporation that owns lots of business that all work together.) Time Warner is an example. Owns all these smaller companies (Time, AOL, HBO, etc) 4.) Media Giants: News Corp ($62 Billion per year), Gannett (daily circulation is 7.2 million), Scripps (local presence), Scripps Networks (HGTV, DIY, Food network) *Knoxville, TN is the 4th largest producer of video content in the country*.5.) Consolidation: There is a trend of the bigger companies buying out the smaller companies. People complain about this because it leads to ‘sameness’. (The McDonald’s effect- go anywhere and get the same food/ go anywhere and read the same articles.) This also crowds out competition so that independents have a harder time getting started in the industry. Also, sometimes this leads to quality suffering. However, the bottom line is that profit rules. (More interested in money than quality.) 6.) There can be good things about corporate ownership, however. Sometimes quality is better because they have more resources to hire better people. Corporate ownership can also lead to new ideas because stability and money make it easier to take risks and develop new ideas. It can also utilize cooperation meaning media outlets working together to create interesting content. 7.) Convergence: The coming together of different types of media. (Examples: Newspaper in print and on the web. Gannet Broadcasting combining with newspaper reporting: led to the TV people teaching the writers to be more visual and emotional and the writers teaching the TV people to deliver their message in a more precise manner). The lines of media are blurring. Another example of convergence is the New York Times adding audio and still photography to their written news stories. Important to Remember:1.) Change. Who owns the media? How the media makes money. The three causes of change in the media world. AND that much communication requires no media at all (human communication).-------------------------------------------------------------------------------------------------------------------------------Beginning of Next Section: Human Communication1.) Nonmediated communication: communication without the use of any form of media. 2.) Communication Research: Commination scholars are always learning more. Public Speaking has developed assessments of speaking confidence for students. We have learned thatprevious thoughts were wrong. For example, we have misunderstood some body language. *Don’t forget to read your BlackBoard articles- Switched Off is the article that goes with this chapter and there will be questions on the test about this