THE MEDIA OF MASS COMMUNICATION 11th Edition John Vivian PowerPoint™ Prepared by Amy M. Carwile Texas A&M University at Texarkana This multimedia product and its contents are protected under copyright law. The following are prohibited by law: any public performance or display, including transmission of any image over a network; preparation of any derivative work, including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program. Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Chapter 7: New Media Landscape Thematic Chapter Overview Media Technology Media Economics Media & Democracy Media & Culture Media Future Audience Fragmentation Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Jobs’ Historical Model Stage 1: Computer Revolution Vast increase in human productivity; roughly 1980-1994 Stage 2: Internet Revolution Post-1980 fundamental changes triggered by digital technology Stage 3: Digital Lifestyle Personal & hand-held computers become a centerpiece of outgoing and incoming communication Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

What does the Stage 3, Digital Lifestyle, mean to you? How did the Computer Revolution, which was Stage 1 in Steve Jobs’ framework for a digital history, pave the way for the new media landscape? How did Jobs’ Stage 2, the Internet Revolution, affect our everyday life? What does the Stage 3, Digital Lifestyle, mean to you? Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Portals Walled Gardens Browsers America Online Marc Andreessen & Netscape Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Why did the walled garden online business model peak and then flounder? Browsers were a quantum leap in online technology but still fell short. How so? Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Search Engines Google Yahoo Sergey Brin & Larry Page David Filo & Jerry Yang Dot-Com Bust Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

How would the internet and web be different today without browsers and search engines? How do search engines earn money without charging their users? What do you see as their long-term revenue streams? Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Messaging E-mail Texting Mostly One-On-One Spam Use by Businesses & Organizations Use by Political Organizers In the U.S., 4 of 5 mobile phone users are texting Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

When is e-mail mass communication and when not? How has texting affected how people live their lives? What do you see as political implications of texting? Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

POINT Major U.S.-based internet companies like Yahoo and Google argue that the Chinese people are better off having internet access even though they are censored and spied on. Segey Brin, one of Google’s founders, notes that political searches coming out of China: “You want to look at the total value.” Also, internet companies cannot be unmindful of profits. With 253 million users, China is the world’s biggest internet market and advertising in China is in explosive growth. Estimates peg online advertising is growing 60 to 70 percent per year. No wonder Yahoo and other internet companies want to cash in. COUNTERPOINT But internet access and profits should never carry a price tag of human liberties. Human Rights Watch, which monitors the Chinese situation closely, has called for U.S. internet companies “to act more ethically.” Rebecca MacKinnon, a consultant to Human Rights Watch, says these companies can be more ethical and still operate in China. As she puts it: “It is time for internet companies to decide whether they want to be part of the problem or part of the solution.” Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

User-Generated Sites Blogs Social Networking Twitter Video Sharing User-Generated Content Social Networking Facebook Myspace Flickr YouTube Twitter Video Sharing Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

How can it be said that bloggers have democratized mass communication? What is the immense attraction of Facebook? Twitter has been characterized as a tool for people with short attention spans and contributes to a decline in culture. What is your view? How do social networking sites make money to stay in business? Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Online Commerce Sales Sites Auction Sites Mail Order Product Downloads Pierre Omidyar & eBay Mail Order Jeff Bezos & Amazon.com Product Downloads iTunes Store Kindle Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Why the early disdain for commercial content on the internet? Can a case be made that eBay forced the commercialization of the internet? Why did Jeff Bezos choose books for online commerce? What was the effect on traditional book retailing? How does Kindles move Amazon nearer the iTunes model? How does its impact on e-commerce compare to that of the iPad? Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Online Domination Amassing Target Audiences Behavioral Targeting Targeted Marketing Behavioral Targeting Facebook’s Like button Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

What obstacles does Facebook have as a behavioral targeting service? What is the advantage of social-networking sites to target customers for advertisers? What obstacles does Facebook have as a behavioral targeting service? Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Games Online Game Audience Game Advertising $1 billion globally in 2014 (predicted) Up $300 million over 5 years Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

How do your game habits compare with the 6 ½ hour-a-week average reported by the entertainment software association? What impact does your playing have on your daily schedule? What do advertisers find attractive about buying space in game messages? Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Archives Digital Storage Google Book Search Wikipedia News Record Google Books Library Project Wikipedia First 8 years – 2.9 million articles in English, 5 times that in additional languages News Record Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

What is digital storage replacing? Why are many book publishers and authors concerned over the Google Print Library project? Contrast the Wiki collaborative process with how the Britannica is edited. What advantages do digital archives of news have over traditional news archives? Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.