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TODAY’S AGENDA:
*Review Chapter Two and discuss some main
concepts*Chapter Two Study Focus
Questions*Discuss Reflective Project
#1
©McGraw-Hill Education. All rights reserved. Authorized only for instructor use in the classroom. No reproduction or further distribution permitted without the prior written consent of McGraw-Hill Education.
Chapter 2:Convergence and the
Reshaping of Mass Communication
Industries in Transition
• Paid movie attendance is declining; three of the past five years are down• Album sales decreased; sales of both CDs and
downloads dropped by more than 13% between 2013 and 2014• Major TV networks possess only 30% of viewing
audience; in 2010, the four major broadcast networks had 61% of all television viewing• DVD sales and rentals are dropping dramatically;
anywhere from between 8% and 14% a year
Industries in Transition• Video game revenue is flat; both the sale and
rental of gaming hardware and software are growing at only about 1% a year• Newspaper industry revenue is in decline and
job loss is considerable; annual revenue dropped by $26 BILLION dollars in the ten years between 2010 and 2014 while losing 20,000 newsroom jobs• North American magazine industry revenue is
in decline; from $30 BILLION in 2008 to $25 BILLION in 2014• Listenership for commercial radio continues to
decline; going from 96% of Americans 12 and older in 2001 to 91% in 2014
Good News for Media Industries
• But many of these losses in traditional media consumption are being made up by consumption via non-traditional channels; in fact, Americans are watching more videos, listening to more music, reading more often, playing more video games, consuming more news, and accessing the Internet more than ever before – they’re simply doing it in new ways…and also not paying for it like they used to• How do you watch “TV”? View “movies”? Listen to the
“radio” or an “album”? Read a “book” or “magazine”? Get your “news”? More and more people are doing all of those things via INTERNET and MOBILE channels, rather than traditional channels = MEDIA CONVERGENCE
Good News for Media Industries• The “Rules” of media consumption have
changed because of MEDIA CONVERGENCE; the erosion of traditional distinctions among types of media – consumers are now getting their media through the same channel/device instead of distinct ones• This “new” audience is described as being
“platform-agnostic”• PLATFORM = MEDIA CHANNEL• AGNOSTIC = UNCOMMITTED TO ONE (often applied to
religion)
Good News for Media Industries (1)
• Globally, media consumers average nearly 44 hours a week with mass media – a figure that grew by six hours a week between 2012 and 2014 alone• The average American child (between 8 and
18) spends more than seven hours a day engaged simultaneously with many different screens• They are adept at media multitasking;
simultaneous consumption of many different kinds of media
Good News for Media Industries (U.S. Teens’ Daily Media Usage)
Changes in Mass Media Business• Concentration of ownership:• Today six companies own about 90% of ALL corporate media
content consumed by Americans
• Conglomeration:• The ownership of media outlets by larger, NONMEDIA
companies who are typically not interested at all in the process of communication, only the profits
• Oligopoly:• A concentration of media interests in an even smaller number
of companies• This runs the risk of the continuation of changing the goal
from possible “shared meaning” to one of financial gain; being responsible to shareholders rather than an “audience” pushes communication into simply being a product instead of a process
Changes in Mass Media Business• Concentration of ownership:• Today six companies own about 90% of ALL corporate media
content consumed by Americans
• Conglomeration:• The ownership of media outlets by larger, NONMEDIA
companies who are typically not interested at all in the process of communication, only the profits
• Oligopoly:• A concentration of media interests in an even smaller number
of companies• This runs the risk of the continuation of changing the goal
from possible “shared meaning” to one of financial gain; being responsible to shareholders rather than an “audience” pushes communication into simply being a product instead of a process
Changes in Mass Media Business
•Many critics say Big Media shouldn’t be allowed to get bigger – former presidential hopeful Bernie Sanders is just one of them
Mass Communication Trend:CONCENTRATION (SYNERGY)
• SYNERGY = SYNCHED + ENERGY•CONCENTRATION (SYNERGY) =
Synergy can be when a conglomerate’s subsidiaries promote a product owned by the company themselves.
Mass Communication Trend:CONCENTRATION (SYNERGY)
• DISNEY ASSETS• Use their TV and Radio networks to promote
their movies, toys and theme parks by incorporating coverage into the programming itself. For example:• GOOD MORNING AMERICA had a “Star Wars”
day• ESPN featured the trailer• The Radio Disney Music Awards had Star Wars
as part of the program…
•STAR WARS @ THE WHITE HOUSE•“DISNEY OWNS EVERYTHING”
Mass Communication Trend:CONCENTRATION (SYNERGY)
Audience Fragmentation & Technology• Narrowcasting:• The opposite of “Broadcasting” = going for smaller
audiences such as specialized cable TV channels, “radio” stations & podcasts, magazines, etc.; also know as NICHE MARKETING or TARGETING
• Zonecasting:• Technology delivering different commercials to
specific neighborhoods• Location-based mobile advertising:• Technology that follows you around to sell you
things nearby• Addressable technologies:• Technology that allows the transmission of very
specific content to equally specific audience members
Hypercommercialism• Recouping the costs involved in acquiring numerous
or large media outlets (e.g., through the selling of more advertising on existing and new media and identifying additional ways to combine content and commercials) leads to hypercommercialism.• Product placement:• Using products within the content as “background”
• Brand entertainment:• When brands are “characters” in the programming and
name-checked specifically• A typical show contains more than 4 minutes of
product placement and nearly 15 minutes of commercials per hour
• “COST OF ENTRY” = what it financially costs to make mass media• In the newly evolving mass
communication, content providers are just as likely to be individuals who believe in something or have something to say as they are big media companies in search of audiences and profits = “the people formerly known as the audience”
Mass Communication Trend:PROCESS EVOLUTION
• Content providers can now be lone individuals aided by low cost of entry• As a result, messages can now be quite
varied, idiosyncratic, and freed of the producers' time demands• Feedback can now be instantaneous and
direct, and, as a result, audiences, very small or very large, can be quite well known to content producers and distributors
Mass Communication Trend:PROCESS EVOLUTION
• Due to Media Convergence and the Digital Revolution and through a variety of technologies, it has gotten much easier and almost routine for people to get commercial mass media without paying for it. With that in mind, answer the following:
Part A.) What do you think about people “sharing” digital media? Have you ever illegally downloaded a song, movie, or some other form of digital media? If so, how do you justify that decision?
IN-CLASS STUDY FOCUS QUESTIONS
• Due to Media Convergence and the Digital Revolution and through a variety of technologies, it has gotten much easier and almost routine for people to get commercial mass media without paying for it. With that in mind, answer the following:
Part B.) If you were selling commercial mass media, how would you combat the problem of digital piracy?
IN-CLASS STUDY FOCUS QUESTIONS
•Do you trust the “Mass Media”? No matter your answer, who do you trust to help form your “reality”?
IN-CLASS STUDY FOCUS QUESTIONS
