COM105 Notes - Summary Media Communication in a Changing World PDF

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COM105 Media Communication in a Changing World Seminar 1   Introduction to history, industry and controversy in the mass media in its various forms o Print o Electronic o Advertising and public relations (Information and persuasion industries) Examine various media issues in a changing world Commu...

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COM105 Media Communication in a Changing World Seminar 1 

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Introduction to history, industry and controversy in the mass media in its various forms o Print o Electronic o Advertising and public relations (Information and persuasion industries) Examine various media issues in a changing world

Communication Process

Source Receiver Encoding/Sending Feedback Decoding/Receiving Noise

In advent of Internet, one person can become mass communicator, and has little detailed information about particular audiences Audience is large, heterogeneous, geographically dispersed. Audience members anonymous to one another Multi-stage process. Mass media channels impose at least one or more machine in the process of sending the message Typically one way – source to receiver. Internet is changing the difficulty of initiating feedback in interpersonal communication Messages sent to all receivers Can be semantic, environmental or mechanical

Communication Setting Type Interpersonal communication Machine-assisted interpersonal communication Mass communication

Characteristics  One to one  Immediate feedback  Synchronous  One to one  Element of machine  Can be asynchronous  One to many  One same message to many audiences

Models for studying mass communication Traditional Model One-to-many. Little direct interaction between sources and receivers (ie. newspaper/magazine)

Example Interview

Telephone, e-mail

Newspapers, magazine

Internet Model Multiple different levels of communication 1. One to one (email) 2. One to many (CNN.com) 3. Few to few (Chat rooms, blogs) 4. Many to many (eBay)

Internet    

Game changer for mass communication Reduces cost of production o Both monetary and time (ie. create online newspaper in minutes) Individual can reach out to many Content can be customized for each individual (eg. Google ad business model – collection of data from user’s search, maps, etc. – customized ads)

American Dominance of World Media 

Because of o Freedom of speech o Produces for diverse audience o Big business and popular entertainment

Cultural Imperialism 

Displacement of a country’s traditional culture with another country’s culture Eg. American culture, Columbia pictures (Japan), CBS (Australia)

Reasons for corporate media growth 

Economics of scale o Savings that grow with mass production  More units, lower costs per units

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Synergy o A combination of forces resulting in the whole is more than the sum of its parts  Cross-merchandising: Promoting a product in one form to sell in another form (ie. movies based on books – movie increases, book sales increases) (ie. radio station and music – radio listeners increases, music sales increases)

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Global competition favors larger companies o Companies need to be big to compete globally o New products must be constantly developed till one becomes a moneymaker to be exploited into as many markets as possible

Patterns of ownership 

Group ownership (Chain ownership) o Acquisition of the same type of business in more than one market area by one company Eg. SPH owns Straits Times, Berita Harian, etc.

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Conglomerates o Large companies that own different types of businesses o

Vertical Integration - Business model which a company owns different parts of the same industry (eg. Company produces magazines, newspapers)

Books Literary agencies Publishing houses Printers/Paper mills Book clubs Book Stores

o

Book Stores

Recordings/Radio Talent agencies Record labels Recording manufacturers Record clubs/ Networks Record stores/ Radio stations

Internet Website designers Web portals Information services Internet service providers E-commerce sites

Horizontal Integration - Corporate growth through acquisition of different types of businesses - When company buys many types of business (eg. TV network buys publishing company to produce books about its TV shows)

Books Literary agencies Publishing houses Printers/Paper mills Book clubs

Newspaper/Magazines Movies/TV News services Talent agencies Publishers Studios Printers/Paper mills Film/video manufacturers Subscription/Delivery Distributors/ services Networks Newsstands Theatres/Television stations

Newspaper/Magazines Movies/TV News services Talent agencies Publishers Studios Printers/Paper mills Film/video manufacturers Subscription/Delivery Distributors/ services Networks Newsstands Theatres/Television stations

Recordings/Radio Talent agencies Record labels Recording manufacturers Record clubs/ Networks Record stores/ Radio stations

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Monopolies o When one company dominates entire industry Eg. Microsoft - 90% of all computers equipped with Windows OS

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Oligopolies o Refers to a small number of companies that dominate an industry Eg. 6 movie studios produce 90% of US film revenues

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Entrepreneurship o Individual who risks time and money to start a new business Eg. Jerry and David created Yahoo! In trailer office in a university

Internet Website designers Web portals Information services Internet service providers E-commerce sites

Global Media Trends 

Audience Segmentation o Segmentation of mass media audience - Mass communication has become less mass and more selective o More mass media are using channels to reach more selective audience o While specialisation is evident, potential for reaching mass audience still exists

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Convergence o Technological, Content, Industries

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Increased Audience Control o Audience increasing have control over when and what they watch Eg. Video-on-demand allows programs to be watched at any time.

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Multiple Platforms o Same content can be viewed or read in several platforms Eg. Same news can be read hardcopy, online news sites or phone text

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User-Generated Content o Content such as blogs, wikis, forums, tweets, audios, videos, created by online system users, usually made available on social media sites. Eg. Youtube, Wikipedia, MySpace, Flickr

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Mobile Media o Emergence of small-screen media devices, PDAs, cell phones, laptops, tablets o Indicates mass media has become increasingly mobile

Media controversies 

Impact issues deal with media’s influence o How media affect society and how they affect individuals within society Eg. Effects of watching violent movies on children

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Legal issues deal with media law and regulation o Deal with media practices governed by law – areas of libel, invasion of privacy and antitrust actions Eg. MDA lists out regulation that govern Singapore media

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Ethical issues deal with the morality of media o Deal with basic idea whether certain media practices are right or wrong from a moral point of view Eg. Mass media ethics in media today

Media convergence Convergence: The merging of technologies, industries, and content, especially within the realms of computer, telephone, and mass media 3 types:

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Technological/Device o Merging of computer, telephone and mass media technologies (eg. iPhone, Blackberries)

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Content/Operational o Natural extension of technological convergence o Brings together mediated interpersonal messages (eg. Telephone/e-mail) with messages of traditional mass communication (eg. Text/TV) (eg. Facebook-combines traditional yearbooks with community websites, e-mail, blogs, bulletin boards, audio and video)

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Industries/Corporate o Corporate mergers o Allows companies to combine their media technologies (eg. Cable TV company acquires Internet and telephone divisions. Ie. AOL-Time Warner)

Elements of convergence Convergence fuelled by 1. Digitalisation of nearly all information 2. High speed connectivity 3. Advances in technology’s speed, memory and power As a result of the change, traditional concepts of mass communication process is reconsidered  Content providers can now be lone individuals aided by low cost of entry  Messages can be varied, idiosyncratic and freed of producer’s time demands  Feedback can now be instantaneous and direct – audiences, small or big, can be well known to content producers and distributors

Newspaper Understanding the Newspaper Industry Newspaper ownership  Concentration of ownership increases as large group owners acquire more papers Example of Big chains in US owning many newspapers: New York Times Co, Dow Jones and Co. Income derived from:  Advertising revenue o Print version:  Local advertising  Classified advertising  Preprinted inserts  National advertising o

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Online version:  Online ad sales  Banner and display advertising  Sell e-mail lists to advertisers

Circulation revenue o Receipts from subscription and single-copy sales o Independent distributors get 25% of newspaper cover price o Online papers charge subscription fees from circulation o Many newspapers offer paid access to back issues

Advantages of online newspaper VS traditional newspaper  Not limited by size  Updated continuously  Interactive  Can provide photos, videos, audio clips  Some offer social networking possibilities  Can feature user-generated content

Characteristics of Online newspaper  Organization and structure of contents  Non-linear news presentation  Layered news format due to archives and news related links    

Types of access Paid access Registration access Free access

Singapore Press Holdings  18 newspapers published. Eg. Straits Times, Sunday Times, New Paper, Berita Harian, Tabla!  2 Flagship papers: The Straits Times & Lianhe Zaobao  Straits Times has 16 bureaus in major cities around the world  Prints regional editions of international newspapers o Eg. Asahi Shimbun, the Financial Times  SPH Interactive o Eg. AsiaOne, STOMP, Razor TV, ST Online

Controversies in the Newspaper Industry Concentration of ownership  In last few decades, number of competing newspapers in US declined -Results in most US communities having one chain-owned newspaper (from 500 cities with 2 or more independent opposing papers in 1923, to 12 cities in 2006)  Newspaper Preservation Act in 1970 allows competing papers to set up joint operating agreements to share printing facilities and staff without violating antitrust laws  Critics fear diversity of opinions to readers are reduced  Chains responded - Broadcast, cable and internet news provide access to diversity of viewpoints  Singapore Press Holdings is a virtual monopoly in newspaper scene Pros & Cons of concentration of ownership  PROS: o Financial resources can support more correspondent and multiple bureaus o Can afford latest technology o Can provide elaborate training and public service programs 

CONS: o o o o o

Less diversity of opinion Absentee ownership Lack of empathy and interests Profits valued above equality Tend to avoid controversy

Motive of newspapers company  Profit  Government mouth piece

Sensationalism  Use of exaggeration and unpleasant elements to produce a startling effect  Consequences of sensationalism: o Increase readership o Invasion of privacy o Loss of credibility

COM105 Media Communication in a Changing World Seminar 2 Agenda Setting Theory  News media ability to influence the saliency of topics on the public agenda o Press and media filter and shape reality o Concentrated coverage of a few issues - Result in public thinking those issues are more important than other issues

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Occurs when o Issue appears more often in the news o It becomes at the top of our head o We think about it more often o Results in thinking that it is important

Role of journalism in society  Muckraking o Investigative journalism conducted with the goal of bringing about social reform o Helped lead child labor laws, worker’s compensation laws, Drug Act, etc. 

Fourth estate o The press as an unofficial fourth branch of the government o Designed to observe and report on executive, legislative and judicial branches o Media keep citizens informed on actions and decisions of elected representatives Ie. Watchdog on government activities

Citizen journalism  Consumers become producers of news o Active in collecting, reporting, analysing and disseminating news and information o Idea of user-generated content o Aided by new media 

Difficulties o Objectivity – Groups with agenda. Supporting certain rights o Accuracy – No formal verification. May not be credible

Magazine Understanding the Magazine Industry Types of magazines  Consumer Magazine o Targets buying public o Advertise consumer products o Cover consumer products and consumer lifestyle o Releaser at least 3 times a year, with at least circulation of 3000 readers o At least 16 pages of editorial content Eg. Her World 

Trade Magazine o Target specific businesses and industries, and people in business o Advertise products and services for industries Eg. Billboard – trade magazine for music industry

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Public Relations Magazine o Target corporation or institution employees, customers, stockholders and dealers o Enhance corporation or institution prestige Eg. Alumnus – NUS alumni magazine

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Miscellaneous Magazine o Professional journals  Periodicals that doctors, lawyers, engineers and other professionals rely on for latest research and information for their field Eg. Singapore Medical Journal o

Little Magazine  Promising and established poets and authors of literary essays and fiction  Tiny circulations Eg. The Paris Review

o

Comic books  Do not contain much advertising  Small revenue system

o

Zines   

Small, inexpensive publication put out by enthusiastic people on specific, obscure topics Eg. Hippie movement in 1960s Many Zines only exist on the Web. Ie. Weblogs- online version of Zines

Income derived from  Subscription  Advertising  Single-Copy sales  Ancillary services like e-commerce, custom publishing and database assistance

Economics of Magazine Industry  Advertising is important source of revenue  Shelf space for new titles is difficult- big retailers want to focus on top sellers  Magazines cost more to produce- increase in paper and postage cost

Magazine in Digital Age  Due to digital technologies, magazine evolved to stay competitive o Magazine websites o Ad-supported web-only titles o Digital form of print content o Paid access for archives o Sites used for e-commerce and help sell print edition o Readers can email articles, products and search past issues o Cost saving for publishers

Singapore Press Holdings  Leading player with over 100 titles  Her World – SPH flagship title  Other high circulating titles – Home & Decor, Torque  Publishing houses overseas such as China, Malaysia, Indonesia, Philippines  SPH editorials can provide custom publishing services to major corporate clients Eg. NSMan, SilverKris

Controversies in the Magazine Industry Magazines and body sizes  Most magazines promote unrealistic body size and shape  Critics insist men’s ideas about women shaped by images in magazines such as Playboy

Editorial Independence  Freedom of editors to make decisions and write stories without inference from owners/publishers/business teams  Magazines’ independence from o Advertisers o Those it writes about o Those who supply it with information

Advertorials  Advertisements in magazines designed to look like editorial content  Some advertisers withdraw ads from issue that contain potentially negative article  Some interviewers allow celebrities to read the article in advance and make changes

Radio Understanding the Radio Industry Radio format  Format programming o Consistent programming formula that creates a distinctive voice and personality for a station o Target specific audiences o Encourage listener loyalty o Advertiser like because they enable ads to target audiences with specific needs and buying habits o Helped radio survive competition from TV 

Dayparts o Are how radio divides the day  Morning Drive time: 6am to 10am  Midday: 10am to 3pm  Afternoon Drive time: 3pm to 7pm  Evening: 7pm to midnight  Overnight: Midnight to 6am Top station personalities programmed during drive times – Prime time of radio programming

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The Format Clock o Each segment of programming hour is part of overall strategy o Contests and promotions aim to get audiences to listen at key rating times of day o Radio programmers mop out every minute of broadcast period, with objective to keep listeners listening

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Talk/News Formats o Talk radio format appeals working to middle class adults, over 35 and appreciate outspoken opinions of show hosts o News formats attract more upscale audience  Provides formula that listeners can rely on for information o Example:  Complete news updates every 22 mins  Time every 3 mins  Weather every 5 mins  Traffic every 10 mins  Sports every 15 mins

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Radio o Music radio format includes  Country  Adult contemporary

 Black radio (R&B, rap, hip hop)

Income derived from  Selling advertising time  Station’s rate card lists station’s advertising fees

Controversies in the Radio Industry Effects of concentration  1996 Telecommunications Act did away ownership restrictions  Concentration of ownership may cut down diversity of views Diversity and censorship  Program editors (initially DJs), began to use legal form of payola (illegal practice of payment for broadcast of recording on commercial radio as part of normal day broadcast), called pay for play  Early-era payola occurred behind closed doors Homogenised programming  More formats but many sound the same  As successful formats tend to be copied, slogans (eg. ‘10 in a row’) are heard in different stations  Program directors must deliver high ratings and advertising dollars  Are more likely to stick to successful formulas  Less likely to experiment new ideas Shock radio  Shock Jocks o Humor and ratings using vulgarity, racism, sexism, and others that attracts amazed listeners o May include radio pranks and contests  Opie & Anthony: Sponsored contest where goal is to have sex in notable public areas  Australian DJ impersonated Queen and Prince William and called London hospital where Kate Middleton was warded for acute morning sickness  

FCC imposed fines against several stations that air shock radio  With heavy fines, shock radio moved to satellite radio In Singapore, several DJs and radio stations have been fined for shock jocks

Hate radio  Objective to spread hate on air 1993, Father Charles told millions to hate socialists, Communists, international bankers and Jews

Television Understanding the Television Industry Broadcast TV  All broadcast television stations are local o Signals from station transmitter can only be seen up to 50 miles unless by cable or satellite Structure of TV  Station Groups o Nearly all licensees are group owners with properties in 2 or more markets o No limit to number of stations a group can own, but group cannot combine stations to reach more than 35% of US population  Program Providers o Networks provide programming for a large part of the day o Program syndication  Selling programs directly to stations, cable channels and online venues, not to networks...