Our Media Environment - PowerPoint PPT Presentation

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Our Media Environment. Pervasive in Modern Life. Information Source Entertainment Source Persuasion Forum Binding Influence. Uses & Gratifications Theory. Goal directed or purposive Active users who select media Social & psychological factors

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Our Media Environment

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Our media environment l.jpg

Our Media Environment


Pervasive in modern life l.jpg

Pervasive in Modern Life

  • Information Source

  • Entertainment Source

  • Persuasion Forum

  • Binding Influence


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Uses & Gratifications Theory

  • Goal directed or purposive

  • Active users who select media

  • Social & psychological factors

  • Mass media compete w/ other forms of communication

  • Viewers are aware of their needs


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Categories of Motivation

  • Cognition

  • Diversion

  • Social Utility or Integration

  • Withdrawal

  • Personal Identity


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Mass Media Models

  • Hot-Cool Model

  • Entertainment-Information Model

  • Content-Distribution Model

  • Elitist-Populist Model

  • Push-Pull Model


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Economics of Mass Media

  • How do media industries make money?

    • Ad revenue, circulation revenue, audience donations, private support, government subsidies and advertising, auxiliary enterprises

  • Current trends in industry

    • Demassification

    • Conglomeration


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The Big 4 Media Conglomerates

  • Time Warner

  • Viacom

  • News Corporation

  • Disney


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The public debate…

  • Is the concentration of media ownership (into the hands of a few) beneficial or harmful for the public?

    • What are the positive aspects?

    • What are the negative aspects?


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