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CCT 300 Spring 2006

CCT 300 Spring 2006. Class 6: Media Ownership and Control. Previously…. Various forms of analyzing media form and genre Social influence and culture jamming. Media Ownership and Media Control. Most media privately funded - why?

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CCT 300 Spring 2006

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  1. CCT 300 Spring 2006 Class 6: Media Ownership and Control

  2. Previously… • Various forms of analyzing media form and genre • Social influence and culture jamming

  3. Media Ownership and Media Control • Most media privately funded - why? • Effects of media ownership on form and content of media product - examples from Network

  4. Horizontal Integration • Ownership of most/all players in media field • Cost savings, cost control and manipulation of barriers to entry can be managed in monopoly/oligopoly • Mass mediascape - rationalization of industry to few major players (examples?), a trend that continues

  5. Vertical Integration • Ownership of all stations within supply and distribution chain • Control and profit potential at every stop - “sum is greater than the parts” • Also good for branding and cross-promotion - examples?

  6. Alliances • Often not a question of outright purchase but adhoc alliances (examples?) • Enabled by interlocking boards of directors, “gentlemen’s clubs”, social class

  7. Limits to Integration • Synergy helps - some mergers don’t make much conceptual sense (examples?) • Not absolute control - still independent operators on the fringe, especially in high-risk, low-profit endeavours • Size and power not absolute - changes in interest or technology can compromise even the big brands

  8. Effects on Media Production • Steinem’s struggles with Ms. Magazine • Initially ad-supported, moved to subscriber-funded model in 1989- why?

  9. Advertiser bias • Women’s magazines = women’s products (e.g., beauty products and food, but not cars or technology) • Activist magazine “not our audience” • Position held even in presence of contrary evidence that women hold real power and influence on purchases, and not just on “women’s products”

  10. Product Placement • Double standard in women’s vs. “real” publications • Product placement linked to copy (e.g., recipes linked directly to food ads) deliberately part of contract - without such manipulation, no ads • Does this happen in other publications? Somewhat, but not as blatant as this

  11. Alternative Finance Models • Ms. moved to subscriber model • Others include: • Member support • Public/government support • Hybrid models • Pay-per-use

  12. Changes… • New media brings costs of production and dissemination down - reduces barriers of entry and barriers to distribution, allows for new players to emerge at reasonable cost • New payment options and technologies also have emerged in recent years

  13. McCloud • Micropayments as means to reward artists directly for their work while streamlining distribution overhead • Can/does this work? • Examples where it is? • What are the limitations of this model?

  14. Wiki • Specify media type with some specificity - can you break it down further? • Look to apply analytical frameworks and concepts from first two weeks • Provide exemplars • Note overlap with other media types

  15. Culture Jamming/Influence • Assignment outline expanded • Group formation • Proposal due Tuesday - hard copy for review, online to show others what you’re doing and get feedback there (wiki discussions)

  16. Next Class • Propaganda, Truth and Objectivity • Group Proposals Due

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