Communications 201 Midterm 1
Terms
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- Media conglomerate
- Adding unrelated businesses, i.e. NBC + GE
- When Donaton (Madison & Vine) says a power shift is occurring in the advertising industry, what does he mean? How are new communication technologies involved with that power shift?
- Consumers are becoming > distributor, direct conflict of conglomerates of today.
- Generally speaking, the major broadcast television networks (CBS, NBC, ABC, Fox) in the United States seek to attract a particular kind of audience. What are the most important characteristics of that audience?
- 18-49, consumes the most
- Concentration of media ownership
- Trend in which fewer and fewer corporations owner more and more media organizations - organization ownership concentrated among fewer large corps.
- Large media "conglomerates" do two fundamental things. What are those two fundamental things?
- Make and Distibute content
- Pull model of advertising (also called invitation model)
- Term: "invitation", 'pulling media messages towards consumers' allowing customers to willingly click on matching purchases and view commercials to match tastes
- Horizontal integration
- Adding similar businesses, ESPN + A&E, Olympian + News-Tribune
- CPM
- Cost per thousand i.e. American Idol, Income = $45,000, skews female, CPM = $28, If you only want to reach 18-49: CPM = $32
- Given what you know about the goals of TV station and TV network owners in the early 1970s, why wouldn't it have been an economically rational decision to broadcast music videos 24 hours a day? What happened to make it sensible do to so in the early 1980s?
- Nothing to offend FCC laws or liscensing practices
- What are the three consequences or effects of new digital communication technologies that I discussed in class? What are the key effects on "traditional" media like newspapers, broadcast television or even some of the organizations that make cable television content? And what implications are there for people who work in the media industries, such as journalists?
- No more oligopoly, Audience share drops, Programming changes: Reality TV, Cultivate 'narrow' audience
- Based on the readings and class discussion, what were the basic challenges facing MTV as it turned 25 years old? That is, what must it do to "stay cool" - to remain a successful business?
- Adv., online ventures, content is now all audience. Go offline ventures (street teams), go online to find better content, not depending on reality tv
- Public Sphere Model
- 1. Media are special businesses, not like others 2. Audience = citizens 3. Promoting citizenship, education, social betterment 4. Determining public interest? Diverse, non-elitist, 5. Regulation helps assure this 6. Judging success? Serving the public 7. Limits of market 8. Key assumption
- Cyclical (as related to advertising spending)
- adv. up = economy, adv. down = economy down
- Push model
- Old fashioned commercials, blatant placement. Term: "instrusion", i.e. short lived sitcom using Coca-cola as a device for guy to get girl
- How did the decisions of the Federal Communications Commission affect the development of cable television?
- hindered a media companie's ability to produce any message against the gov't, strict liscensing laws also played a role
- What does Merrill think are the main drawbacks of having more concentrated media ownership?
- Quality diminished, Investigative journalism cut, Too many conflicts of interest, Fewer points of view, information control a fear, 'A threat to democracy'
- Why are the networks interested in reaching those people and not others? In fact, who don't they particularly want to reach? What impact does this have on the kinds of programs shown on the broadcast TV networks?
- Don't want to reach older, leaves limited superficial programming to be on TV
- Why does Bill Gates think the "traditional" media in the United States are facing troubled times? What's happening that's causing trouble for them?
- Advertisers do not want to go to them, b/c they are all going to the internet
- I mentioned that the market for national television entertainment programming has been described as an oligopoly. What does that imply about the kinds of programs provided under an oligopoly? (I used the ice cream example)
- Is only what is popular, not necessarily the most interesting or educating in relation to the pb model
- Digital communication technologies
- Computer based: Digital phones and PDAs, World Wide Web (via cable, WiFi), Digital (two-way) cable
- Why does Dennis think big media are not necessarily bad for us?
- Big media draw more scrutiny, More choices for viewers, listeners, Wider range of programming (genre and quality), Greater resources for news coverage i.e. 9/11, New York Times, Wall Street Journal, Washington Post, Time, Newsweek, Vanity Fair, The New Yorker
- Socially constructed reality
- Maps of the world created through a socially constructed through a social process creating a result of a VERSION of reality. (i.e. impressions of social figures --> Mother Teresa, Paris, and Professor Beam's house)
- Market model
- 1. Just like other firms selling goods 2. Audience = consumers 3. Making profits main purpose 4. Determining public interest? What's popular 5. To regulate is to interfere 6. Judge success? Profits 7. Advantages of market 8. Key assumption: competition
- Oligopoly
- The situation where a small number of companies own or control the production of a particular goods or services i.e. the three networks that did not offer that much of different programs
- Narrowcasting
- media programming on cable TV or the Internet that is focused on one topic and aimed at a particular audience. Examples include MTV, ESPN, and C-SPAN.
- When Rosen (blogging article) says that a "power shift" is occurring for the news media, what does he mean? What's he referring to? And how are "the people formerly known as the audience" affecting the news?
- power shift of consumers > distributing, creating the news
- Segmented market
- Producers provide products (or versions of them) tailored to serve specific needs of different groups of customers, i.e. different variations of tide, UW --> majors, (Opposite) Mass market (Energy): gas and electricity because of no specifics
- Vertical integration
- Adding business w/ another function, i.e. Disney + ABC, Warner Bros. + cable systems, ,i.e. ABC makes content (Desperate Housewives) and distributes content (ABC), MOST OF today is this