The Challenge of New Media

The Challenge of New Media

TV as Mass Media

• 3 big networks (late 1940s-1970s)• Few options• Standardization, norms, broad appeal

Rise of Cable

• Initially a way to deliver broadcast television in areas w/ poor reception

Cable as Competitor

• Conflict between cable and broadcasters• Emergence of original, specialized content:– Z-Channel (1974, indie/art films in LA)– TBS (1976, reruns, Braves games in Atlanta)– CNN (1980)– MTV (1981)

Proliferation

• Cable, satellite• Video rental market• Growth of porn• Global bootleg/pirate/“subterranean” market

End of the Mass?

• Broadcast networks persist w/ biggest audiences, by far

• But niches proliferate on cable, satellite, online

• M*A*S*H* finale remains biggest show from 1983-2010

Public Sphere vs. Counterpublics

• Can public arena survive a million echo chambers?

Immersion

• New media permeate everyday life• Cable, smartphones, Internet, gaming, TV, etc.• Prospect of the cybernetic