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Week 1: Defining the media landscape (media life (2 clear manifestations*,…
Week 1: Defining the media landscape
traditional conception vs recent conception
broadcasting, print, film, recording industries
gaming, sports, theme parks? performing arts? advertising, market, PR?
important to define which scope bc it determines relevant consideration
what is mass media?
5 characteristics
one-to-many/ one-way communication
identical message to mass audience; people receive message at same time
experiential goods (not material)
have to be experienced; value comes from IMMATERIAL ATTRIBUTES-- originality, intellectual property, stories told, symbols to manipulate perception/experience/emotion
high fixed/first copy costs
ECONOMIES OF SCALE (price per unit decreases as output quantity increases
low re-versioning costs
ECONOMIES OF SCOPE (avg production costs decrease as output increases
reselling/reproduction in diff formats
movies/tv--> cinema, netflix, dvd, tv spins, branded products ex. frozen
high risk
consumer taste is fickle (changes rapidly and hard to predict)
mass media market
dual product market
media companies produce CONTENT and AUDIENCE
content= sold to audiences
audience= sold to advertises (audience to see message)
attention economy (the fight for attention)
attention is really what is being sold
mass media models changing
newspapers depend heavily on ads since people get their news online (changes in structure)
structure changes in mass media due to rise of digital media
advertising goals (in media companies) influence CONTENT STRATEGY and what to report
problematic in journalism
news paper have to report softer news in order to reach a larger audience and sell more
news paper have to report softer news in order to reach a larger audience and sell more
digital media
further complicates media landscape
computing technologies, digital information, deliver via internet due to technological innovations
very different than traditional mass media
social responsibility (another complication)
media should: 1) provide form for groups to exchange ideas/opinions, 2) act as integrative influence for diverse society, 3) protection of core values/vulnerable audience
regulatory framework has strong influence on corporate strategy (mostly constrains journalism and generalist sources)
result: massive changes undergoing in media industry- shifting borders/definition, products are unique
media life
we don't notice media bc its so central now (we don't live with it but IN it)
like fish tank but filter bubbles represent PERSONALIZED INFO
2 clear manifestations*
personal/individualized information space
always-available global connectivity
consequences*
liquefied boundaries btwn work/ play/alone/interactive
life is now changed to accommodate/exploit media
2 trends that help reinforce this*
roles of producers/consumers blurred
society is more individualized