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 • Mass media compete w/ other forms of communication • Viewers are aware of their needs
Categories of Motivation • Cognition • Diversion • Social Utility or Integration • Withdrawal • Personal Identity
Mass Media Models • Hot-Cool Model • Entertainment-Information Model • Content-Distribution Model • Elitist-Populist Model • Push-Pull Model
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
The Big 4 Media Conglomerates • Time Warner • Viacom • News Corporation • Disney
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?