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Explore theories on media audience reach, message reception, and advertising in journalism. Analyze the impact of selectivity, involvement, and audience diversity. Evaluate competition within media markets and the role of advertising in sustaining media industries. Consider the challenges and future prospects of print media in the digital age.
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MMC 910 Journalism and Society Session 11: Circulation, Ratings, and Survival
Tonight’s Program • Reminder about Report: Strengths and Weaknesses of one theory found in e-readings; link theory and practice; 200o wds; due Monday, April 23, by 6 pm • Don’t forget to submit toTurnitin.com • Discuss Week 10 readings: Circulation, Ratings, and Survival • Discuss topics for final essay • Discuss topics for Presentation 2
Report due April 23 by email • Take one theory that we have covered this semester and discuss its strengths and weaknesses • Link the theory to current journalism that you read or follow – give examples • Use only short quotes • Paper must be written essay style, maximum 2000 words • Include List of Works Consulted – alphabetical by author’s last name. list of everything you refer to in your paper
Turnitin.com www.turnitin.com Class ID: 5031097 Enrolment password: MMC910
Circulation, ratings, survival Dennis McQuail • Need to know audience is quite new – unites everyone in media and relates to advertising • How much do we know about audience: does buying paper or tuning to TV program mean absorbing information? • Concepts of reach: Print – total reading public paying readers reading audience – paper read by more than buyer internal audience – some parts only
Circulation, ratings, survival 2 TV /radio – potential audience (own machine) regular audience intensity – background or watching actual audience for a program Films – paying audience/go to movies renting films buying films films on TV
Circulation, ratings, survival 3 Roger Clausse model of audience reception Message offered Message receivable – location Message received – what was that ad about? Message registered Message internalized – will lead to action Target audience – ideal group to be reached
Circulation, ratings, survival 4 • Spatial dimension of audience reach – location, regional, not national, or local; density desired • Time dimension – instant, daily, weekly, monthly • Intensity of use – varies in countries/habits • Variety of audiences – gender, age, income, occupation • More choices means more selectivity of media • Internal diversity – like BBC, many types of programs • External diversity – Al Jazeera, Fox News • Trend is to more specialized channels, media
Audience Selectivity Biocca’s five concepts • Selectivity – don’t watch everything • Utilitarianism – satisfies a conscious/unconscious need • Intentionality – audience is active • Resistance to influence – viewer in control • Involvement – viewer arousal
Transnational audiences • Multilateral flow – to many countries via networks like BBC, CNN, etc. • National redistribution 0f foreign media • Bilateral – spillover effect like US/Canada or Irish/British, India/Pakistan • Is there an international audience?
Role of the Market Robert C. Picard • Media industries operate in dual service market their own product + advertising • Media sell audiences to advertisers • Geographic markets – not in small countries like UAE • Media competition: inscribed vs recorded • Media have various strengths – Picard doesn’t get into social media which came after 1989 • Competition greatest among similar media/not across categories
Types of Media Competition Perfect – many Monopolistic competition – many products, each only from one firm Oligopoly – only a few big firms Monopoly – only one/gov’t controlled Concentration of ownership – big media
Economics of Advertising Gillian Doyle • Why advertising? • Does advertising work for brands more than products? • Advertising tries to inform and persuade • Oligopolies limit competition, to keep out new players • Brand proliferation – different prices, targets • How to measure advertising? • New media – but Doyle writes in 2002/very early
Editorial Independence? Michelle Grattan • Piece from 1998 speech, revised • Interesting for implications, not relevant to GCC today • Demolishing walls between editorial and sales • News vs entertainment • Should media provide info no one wants to pay for? • Decline in circulation of print newspapers, closings • Future of print? • Future of media?
Topics for Final Essay Select one of these and develop the argument using references and some of the theories you’ve studied; use examples from current journalism: • Being objective in journalism is impossible • Social media has changed everything about journalism • The print press can’t survive beyond the 21st century • There is no future for investigative journalism • Press freedom is growing/or not growing worldwide • Tabloidization is taking over the media
Topics for Presentation II What theories from after Midterm remain useful? From Week 7 in Syllabus beginning with Ian Ward: Team 1 Media and Market/Ethar, Anastasia, Shumaila Team 2 Anni, Saloomeh/ Team 3 Jaidaa, Karthik, Ali/ Presentation is on April 30
Schedule for rest of semester Week of April 23 – no class Monday or Wednesday Report due April 23 by 6 pm – 10 am EDT Don’t forget to email Turnitin receipt also Work on final Essay Monday, April 30 – discuss Week 11 readings; Team Presentations II Monday, May 7 – discuss Week 12 readings Monday, May 14 - first draft of Essay due by 6 pm Monday; work with Karen on it
Coming Up • MMC 911 meets in KV5 – 121 on Wednesday, April 18 • Online version of Field Trip Story 2 due before 6 pm • Team reports I on local version of international story in class • Wednesday, May 2 – Team Reports II on whatever you like See you Wednesday!
