TEL-T 205 1st Edition Lecture 2 Outline of Current Lecture I. The One With All The MoniesCurrent Lecture  Stages of Media Developments (Big Picture Issues) Applies widely  all technologies have gone through the stages They do not always make it through the stages  If they do they go through the same issues prompted at each stage Social Determinism contrasts with technological determinism The social needs that drive which technologies are adopted and used Technological Determinism technology drives social needs Social determinism affects the way we make decisions on new technology  Today all articles take a technological determinism point of view but typically the waythey are used are independent of the way the creators intended for them to be used- Ex. Telephone inventor thought it would be a broadcasting medium ultimately was not used this waytransformed into a communication medium- Ex. Phonograph Edison invented what he thought was to be voicemail Turned into a wake to copy and store music People saw potential for the phonograph to be used in a different way from what it was originally invented for exemplifying social determinism- Ex. The InternetPeople shape and transfer technology to satisfy their needs- Ex. 3-D: Mercedes Benz incorporating 3-D technology to social desires Technologies Interrelate new technologies are not adapted in isolation they are adopted with other known and understood technologies  Ex. First Broadcast was a camera in a radio station with people reading the news Ex. Online newspapers layouts resemble print newspapers We think and use technologies in context with what we know Economic Model  Technology cannot make it to the peak stage without a solid economic media model  need to find a way for technology as well as content How do you pay for content? Economics of Media Industries radio in the U.S. – 1st example of no control over who can access—3 Main Models were tried Manufacturers pay for programming  Pay for towers, stations, content [ writers, directors, actors]—Expensive They started their own radio stations - GE owned NBC for years when NBC was a radio station because GE made Radios & wanted people to buy them- Radio then grew rapidly a ton of radio sales stagnated though when 80% of the population had radios- No one needed to buy anymore - Manufacturers couldn’t cover production costs Common Carrier System [ AT&] American Telephone and Telegraph (AT&T) were putting up telephone & telegraph lines & charged for it  saw radio as a business opportunity Paid for stations and towers  people could come and pay them to send messages on the radio No one was willing to do this could not support the costs Advertising People who make the programming could have advertising pay for the costs Companies paying to access audiences  Was not a universal concept Radio in other Countries Public Service Broadcasting the BBC [ tax payers the organization] sell licensing feethat went to the BBC- Still in place today for TV Government Pays for it- Government control- Ads do not make sense in countries that do not have a large consumer base Economic Model Dictates Content Ad supported Audience size is key Public Audience size doesn’t matter the focus is on quality & what elevates the public good Government Pro government and slanted content Economics of Media Industries  The Internet Costs How do we pay?- Advertisements, Subscriptions, Selling products Ex. Funny or Die producing high quality content for cheap making a lot of money- Dramatically reduced costs capitalized on the viral & have a built in audience- Cost fees pay for people who appear on the show is very low These people do not make a lot of money but our given full creative freedom to do whatever they want in a skit- Still need to make revenue so the use Advertising Economic models have not changed that much with new media Adaptation Changes in Advertising commercials do not work as well anymore Integrated marketing embedded ads within the content itself - Ex. Product Placement  ET and Reeses Pieces- Ex. Banner ads in sporting