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  1. 1. Mass Media & Everyday Life Christopher Burnett California State, Long Beach

  2. Mass Media in Our Lives • Average time spent using media each year • More than half of our waking lives • More time than we sleep • Impacts every area of life • Mass media and American life • Greater influence • Bigger business Shannon Stapleton/The New York Times

  3. Average Media Use Illustration 1.1

  4. Media Earnings Percentages 1.2

  5. Mass Media Today • The Past: Wired • Needed an electrical outlet • Limited mobility • Today: Wireless • WiFi: Wireless Fidelity • Total mobility • More choices • Converged Media • Complex network of media • Global system JMMelton/motleyimage

  6. The Communication Process • Intrapersonal • Communication within one person • Interpersonal • Direct sharing of experience between two people • Mass Communication • Communication from one person or group of persons through a transmitting device (a medium) to large audiences or markets

  7. Elements of Mass Communication Illustration 1.3

  8. Mass Media Industries • Radio • 13,000 radio stations • Satellite and Internet radio • Movies • 30,000 theaters, 400 films a year • DVDs, downloads, overseas • Television • 1600 TV stations • Subscription TV (cable and satellite) • Internet • Newest media • Ad earnings growing • Book Publishing • 40,000 titles a year • Audio books & e-books • Newspaper • 1500 dailies • Magazine • 15,000 published a year • Declining • Recordings • People over 25 buy CDs • People under 25 download

  9. Media are Profit-Centered • Who Owns the Media? • Concentration of Ownership • Chains, Broadcast Networks • Cross-Media Ownership • News Corporation • Owns multiple media formats • Conglomerates • Corp. that owns more than just media • General Electric • Vertical Integration • Controlling related media • Time Warner AP/Wide World Photos

  10. Concentrated Media Ownership • Media Industry and Acquisitions • Public ownership of media companies: stockholders • Convergence • Melding of communication, computer and electronics industries • Deregulation • Since 1980, ownership limitations have been decreasing

  11. Newspaper & Broadcast Properties • Attractive Investments • 10% profits a year, double the average for manufacturing company • Scarce Commodities • Limited number makes them more valuable • Family Ownership • Selling off inherited media companies • Easier to buy than to create • Expensive to start up

  12. Pros & Cons of Concentrated Ownership • Advantages • Employee training • Higher wages • Better working conditions • Greater resources • Disadvantages • Limits diversity of opinion • Loss of message pluralism • Authoritarian corporate culture

  13. Paying the Bills • Advertising & Consumers • Ads are primary income for newspapers, radio and television • Consumers pay indirectly • Magazines receive over half of income from ads, the rest from subscribers • Movies, recordings and books profit from direct consumer sales JMMelton/motleyimage

  14. The Changing Technologies • 1st Information Revolution • Pictographs, 3500 B.C. • Phonetic writing, 1000 B.C • Parchment, 200 B.C. • 2nd Information Revolution • Printing, 1455 • Spread of knowledge • Storability, portability, accessibility • 3rd Information Revolution • Computer technology • Satellite broadcasts, digital recordings, global network • Media History Link Archivo Iconografico, S.A./Corbis Universitatsbibliothek, Gottingen, Germany/ Bildarchiv Steffens/The Bridgeman Art Library Gutenberg Bible, 1455

  15. Time on the Internet Illustration 1.4

  16. Digital Delivery • One-Way vs. Two-Way • Classic model of mass communication • One-way • New model of mass communication • Instantaneous feedback • Interactive • “Dumb” vs. “Smart” • TVs, VCRS = “dumb” • Telephone = “smart” • Digital communication • Information Bits • Storable information

  17. Digital Network Illustration 1.5

  18. Mass Media Audiences & Effects • Mass Media influence • Political institutions • Social institutions • Cultural institutions • Selective Perception • Different people perceive messages differently • Few people share identical mass media environments ABC News Click image to play video TWPS #1- Why don’t people share identical Mass Media environments?

  19. Critical Discussion • In spite of the wonderful advantages created by the Internet, what might be some of the drawbacks? • How is digital delivery changing the communications industry? Give examples of how digital delivery is changing consumers’ habits.