Media and Society Chapter 2.

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Presentation transcript:

Media and Society Chapter 2

Media Economics Industrialization of Media Mass Production Mass Distribution Expanding Markets Standardized Products

Mass Media Development

Competition Better products, lower costs Economies of Scale First copy costs Marginal costs Media monopolies Barriers to entry

Ownership Patterns

Making Profits Direct sales Rentals Subscriptions Usage fees Advertising Syndication Licensing Subsidy

Market Segmentation Mass to Targeted Markets More channels ‘narrowcasting’ More channels More information about audiences Converged technologies Audiences as markets

Media Revenues

New Media Economics Personalization of media & information products Very low production & distribution costs Consumer input determines final form of media product

Critical Analysis Different approaches to understanding media texts and systems Marxist Feminist Ethnic Media criticism

Political Economy Marx: politics and economics must be considered together Hegemony: Supporting the ‘status quo’ Preserving ideas of ruling class Corporate and some non-commercial media reinforce these ideas

Political Economy Issues: Access to media Corporate media model Corporate responsibility Cultural implications

Feminist Studies Media serve patriarchy Depictions of women in media Presence of women in the media industries Gendered media

Ethnic Studies Uses ethnicity to view media texts Studies representation of ethnic minorities in media industries Stereotypes Inferior social roles Underrepresented in mass media

Media Criticism Search for symbolism in media Genre studies semiotics Genre studies Audience expectations & media selection

Social Functions of Media

Social Functions of Media Surveillance Important events, topics of interest Interpretation Information processed & correlated Values transmission/Socialization Teach & pass along ideas Entertainment Diversion as American lifestyle

Shaping Our News Agenda setting Gatekeeping Political power of the media Media shape public opinion Gatekeeping Media outlets determine coverage Which stories go in; which stories stay out

Shaping Our News Framing Media bias? Interpretation of particular stories Invisible self-censorship Media bias? Journalists claim objectivity Underlying interests of media professionals and corporations

Diffusion of Innovations

Technological Determinism Media determine shape & direction of culture Form, not content, that matters Marshall McLuhan High Culture vs. Mass Culture Postmodernism questions this distinction

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