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Prequel: An ode to the iPhone. The average attention span in 2012 - 8 seconds The average attention span in 2000 - 12 seconds The average attention span of a gold fish - 9 seconds Percent of teens who forget major details of close friends and relatives - 25 %

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The average attention span in 2012 - 8 seconds

The average attention span in 2000 - 12 seconds

The average attention span of a gold fish - 9 seconds

Percent of teens who forget major details of close friends and relatives - 25 %

Percent of people who forget their own birthdays from time to time - 7 %

Average number of times per hour an office worker checks their email inbox - 30

Average length watched of a single internet video - 2.7 minutes


Source: Harald Weinreich, Hartmut Obendorf, Eelco Herder, and Matthias Mayer: “Not Quite the Average: An Empirical Study of Web Use,” in the ACM Transactions on the Web, vol. 2, no. 1 (February 2008), article #5.

Percent of page views that last less than 4 seconds: 17%

Percent of page views that last more than 10 minutes: 4%

Percent of words read on web pages with 111 words or less: 49%

Percent of words read on an average (593 words) web page: 28%

Users spend only 4.4 seconds more for each additional 100 words


Meet mr media

Meet Mr. Media and Matthias Mayer:

Media Ownership & You

Week 3, MK120: Media, Communication, Society


FOUNDATIONS OF THE EXPLORATION and Matthias Mayer:

  • What does it mean to“own”information?

  • Who are the big Media Companies, and do they still matter?

  • Do we (consumers) really have a voice? If so, what does it sound like?


Digital divide
Digital Divide and Matthias Mayer:

The term digital divide refers to the gap between those people with effective access to digital and information technology, and those without access to it. It includes the imbalances in physical access to technology, as well as the imbalances in resources and skills needed to effectively participate as a digital citizen.”


Participation gap
Participation Gap and Matthias Mayer:

Digital immigrants vs. Digital Natives

…I’m a digital immigrant. I was not weaned on the web, nor coddled on a computer. Instead, I grew up in a highly centralized world where news and information were tightly controlled by a few proprietors, who deemed to tell us what we could and should know. Rupert Murdoch, 2005


Part One and Matthias Mayer:

Foundations of Media Ownership

Vs.


How did we get here
How did we get here? and Matthias Mayer:


Mr media grows
Mr. Media Grows and Matthias Mayer:


Who is mr media
Who is Mr. Media? and Matthias Mayer:

Can you name the 6 media conglomerates that own and operate over 75% of the mass media messages you see today?


Table 1: World and Matthias Mayer: ’s Largest Media Companies

  • World’s Largest Media companies

  • (total revenue in 2009)

  • Company Revenue (in Billions)

  • General Electric $157*

  • Walt Disney Co. $36.1

  • News Corporation $30.4

  • Time Warner $26.8

  • Viacom $13.6

  • CBS $13

  • * approx. 25 USbillion revenue from media ventures

Source: FreePress Ownership Chart: http://www.freepress.net/resources/ownership


How do they grow
How Do they Grow? and Matthias Mayer:


1 merge acquire
1. Merge & Acquire and Matthias Mayer:

  • 1996 Congress passes Telecommunications Act.

  • FCC continues to ease ownership regulations.


Merger media
Merger Media and Matthias Mayer:


2 synergy branding
2. Synergy & Branding and Matthias Mayer:


Synergy
Synergy and Matthias Mayer:

Definition: refers to the dynamic in which components of a company work together to produce benefits that would be impossible for a single, separately operated unit of the company


Branding
Branding and Matthias Mayer:

If a brand is associated with a quality or image that a consumer likes, the consumer tends to choose the branded version of a traditional product or to try a new product from the same brand


Branding1
Branding and Matthias Mayer:

Spin offs: ESPN2, ESPNNews, ESPN Classic

Publication: ESPN, the magazine

Web site: espn.com

Retail outlet: ESPN, the Store

Sport-themed restaurant: The ESPN Zone


What is the resonance of Coke and Matthias Mayer: ’s Brand? What is it’s media strategy? Where do you see it?


What about Apple? Or Starbucks? Or others? What are their media platforms? How do they extend their reach?


3 globalization growth expansion globally
3. Globalization: media platforms? How do they extend their reach?Growth/Expansion Globally

One product, that is adapted to be viewed in the following countries: …


Globalization
Globalization media platforms? How do they extend their reach?

India, Sri Lanka, Bangladesh, Nepal, Pakistan, Japan, Brunei, South Korea, Philippines, Singapore, Taiwan, Thailand, Indonesia, Malaysia, Vietnam, Hong Kong, Papa New Guinea, Australia, New Zealand, Brazil, UK, Ireland, Austria, Germany, Switzerland, Belgium, France, Greece, Israel, Romania, 30 territories including: Russia, Middle East, Egypt, Faroe Islands, Liechtenstein, Malta, Moldova.

And…Sweden, Denmark, Norway, Finland, Italy, Bolivia, Caribbean, Central America, Colombia, Ecuador, Mexico, United States (select Hispanic markets) Venezuela, Argentina, Chile, Paraguay, Peru, Uruguay, Russia, many countries in Africa…and on and on and on: totaling MTV being tailored for viewing in:

164 Countries!

Cultural imperialism


Lines from the film media platforms? How do they extend their reach?’s opening song (pre-alteration):

Oh, I come from a land, From a faraway place, Where the caravan camels roam, Where they cut off your ear, If they don’t like your face, It’s Barbaric, but hey, it’s home.


4. DEREGULATION media platforms? How do they extend their reach?

the General Electric Conundrum…


General electric owns these
General Electric owns these media platforms? How do they extend their reach?


And they also own
And they also own media platforms? How do they extend their reach?

Military Production: Manufactures and maintains engines for the F-16 Fighter jet, Abrams tank, Apache helicopter, U2 Bomber, Unmanned Combat Air Vehicle (UCAV), A-10 aircraft, and numerous military equipment including planes, helicopters, tanks, and more.

GE COMMERCIAL FINANCEGE HEALTHCARE

GE ADVANCED MATERIALSGE INFRASTRUCTURE

GE CONSUMER & INDUSTRIAL GE INSURANCE

GE MONEY GE TRANSPORTATION

GE ENERGY


Part two
Part Two media platforms? How do they extend their reach?

Markets vs. the Public Sphere


Is the media industry different than other industries
Is the media industry different than other Industries? media platforms? How do they extend their reach?


The market model
The Market Model media platforms? How do they extend their reach?

“society’s needs can best be met through a relatively unregulated process of exchange based on the dynamics of supply and demand. This model treats the media like all other goods and services” (Croteau & Hoynes,15).


Media markets promote
media platforms? How do they extend their reach?media” Markets promote _______________?

  • Efficiency

  • Responsiveness

  • Flexibility

  • innovation


The public sphere
The Public Sphere media platforms? How do they extend their reach?

“media are more than simply profit-making components of large conglomerates. Instead, they are our primary information sources and storytellers” (20).


Jurgen habermas
Jurgen Habermas media platforms? How do they extend their reach?

[his] “model posits an open mass media system that is widely accessible. It argues that information should circulate freely…fundamentally the public sphere views people as citizens rather than consumers. Furthermore it contends media should serve these citizens rather than “target” potential consumers” (20).


For the public sphere
For the Public Sphere media platforms? How do they extend their reach?

  • Markets are undemocratic

  • Markets reproduce inequality

  • Markets are amoral

  • Markets do not necessarily meet social needs

  • Markets do not necessarily meet democratic needs


What is the public interest
What is the Public Interest? media platforms? How do they extend their reach?


Market – Whatever the public is interested in media platforms? How do they extend their reach?

Sphere – Media responsibility to….

a. Promote diversity (Avoid homogenity)

b. Provide Substance (w/out Elitism)


Which side do you fall on
Which side do you fall on? media platforms? How do they extend their reach?

“The media’s role in facilitating democracy and encouraging citizenship has always been in tension with its status as a profit making industry…” (38)


Part three
Part Three media platforms? How do they extend their reach?

Destabilizing Ownership


Are these part of Mr. Media, or part of you? media platforms? How do they extend their reach?


Is he part of Mr. Media, or part of you? media platforms? How do they extend their reach?


2006 Most Visited Site, USA media platforms? How do they extend their reach?


2007 most visited sites us
2007 Most Visited Sites, US media platforms? How do they extend their reach?

1. Yahoo.com - Yahoo! Inc.

2. Google.com - Google Inc.

3. Myspace.com - News Corp.

4. MSN.com - Microsoft Corporation

5. ebay.com - eBay Inc.

6. YouTube.com - Google Inc.

7. Facebook.com - Facebook

8. wikipedia.org - Wikimedia Foundation

9. craiglist.org - craigslist, inc.

10. live.com - Microsoft Corporation

11Amazon.com - Amazon.com, Inc.

12. Blogger.com - Google Inc.

13. Go.com - The Walt Disney Co.

14. AOL.com - Time Warner

15. microsoft.com – Microsoft Co.

16. CNN.com - Time Warner

17. Comcast.net - Comcast Co.

18. IMDb.com - Amazon.com, Inc.

19. Flickr.com - Yahoo! Inc.

20. Photobucket.com – Photobucket

http://www.freepress.net/content/top20websites alexa, 2007


2009 most visited sites us
2009 Most Visited Sites, US media platforms? How do they extend their reach?

  • Google

  • Facebook

  • Yahoo! Mail

  • MySpace

  • Yahoo!

  • YouTube

  • Windows Live Mail

  • MSN

  • Yahoo! Search

  • eBay

Gmail

Bing

13. AOL Mail

14. AOL

15. Google Image Search

16. My Yahoo!

17. Wikipedia

18. Amazon.com

19. Yahoo! News

20. Craig's List

http://www.businessreviewonline.com/internet-weblog/archives/2009/08/top_20_websites.html


2012 most visited sites us
2012 Most Visited Sites, US media platforms? How do they extend their reach?

  • Google

  • YouTube

  • Facebook

  • Amazon

  • Yahoo!

  • Twitter

  • MSN

  • Wikipedia

  • Wordpress

  • Microsoft

http://bottomline.nbcnews.com/_news/2012/03/25/10760486-americas-10-largest-websites?lite


  • Is media platforms? How do they extend their reach?The Shallows right? Do you agree with it?

  • What is the difference between Mass Media & New Media Structures for Marketing and Advertising?

  • How will Filter Bubbles influence our future consumer habits?


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