1. Media and Society
Chapter 2

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

3. Mass Media Development

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

5. Ownership Patterns

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

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

8. Media Revenues

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

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

11. 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

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

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

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

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

16. Social Functions of Media

17. 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

18. 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

19. 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

20. Diffusion of Innovations

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