1. THE MEDIA OF MASS COMMUNICATION 11th Edition John Vivian
PowerPoint™ Prepared by Amy M. Carwile
Texas A&M University at Texarkana
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2. Chapter 7: New Media Landscape
Thematic Chapter
Overview
Media Technology
Media Economics
Media & Democracy
Media & Culture
Media Future
Audience Fragmentation
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3. Jobs’ Historical Model
Stage 1: Computer Revolution
Vast increase in human productivity; roughly
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
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4. 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?
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5. Portals Walled Gardens Browsers America Online
Marc Andreessen & Netscape
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6. 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?
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7. Search Engines Google Yahoo Sergey Brin & Larry Page
David Filo & Jerry Yang
Dot-Com Bust
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8. 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?
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9. 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
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10. 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?
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11. 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.”
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12. User-Generated Sites Blogs Social Networking Twitter Video Sharing
User-Generated Content
Social Networking
Facebook
Myspace
Flickr
YouTube
Twitter
Video Sharing
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13. 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?
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14. Online Commerce Sales Sites Auction Sites Mail Order Product Downloads
Pierre Omidyar & eBay
Mail Order
Jeff Bezos & Amazon.com
Product Downloads
iTunes Store
Kindle
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15. 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?
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16. Online Domination Amassing Target Audiences Behavioral Targeting
Targeted Marketing
Behavioral Targeting
Facebook’s Like button
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17. 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?
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18. Games Online Game Audience Game Advertising
$1 billion globally in 2014 (predicted)
Up $300 million over 5 years
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19. 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?
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20. 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
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21. 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?
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