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  2. TOPIC OUTLINE • Importance of Mass Media • Primary Mass Media • Mass Media Models • Economics of Mass Media • - Media Demassification • - Media Conglomeration • - Media Melding • Media Future: Mass Media A. Mass Media

  3. MASS MEDIA • is any transmission of information that reaches large numbers of people, usually within a short time frame, in a one-to-many communication flow. It can also be referred to the process of mass communication. • source: • the mass media are diversified media technologies that are intended to reach a large audience by mass communication. • Source: ScienceDaily, 2018


  5. Pervasiveness • Citizenship • Information Source • Entertainment Source • Persuasion • Binding Influence

  6. PRIMARY MEDIATraditional & New Media


  8. PRINT • Newspaper • Books • Magazines • Posters

  9. BROADCAST • Television • Radio

  10. Film/Movies • Commercials • Photographs


  12. Social Media (Facebook, Instagram, Tweeter, and Youtube) • Blogs, Websites


  14. Hot & Cold, Marshall-McLuhan “ If you want to start a revolution, use a radio. But, if you want to suppress one, use television. Radio is hot, television is cold.” - Marshall McLuhan

  15. Hot & Cold are temperatures of different media. Each media encourages different degrees of participation from the viewer. COLD Cold media provides less data for the viewer. It is considered low definition and loosely engages multiple senses. Cold media presents little information and invites high level of participation and completion by audience. HOT Hot media is well filled with data from high quality sources. It is considered high definition and intensely engages a single sense. Hot media presents complete information and does not leave much to be filled in or completed by the audience. Source:

  16. HOT MEDIUM • photograph • radio • phonetic alphabet • print • lecture • film • books • COOL MEDIUM • cartoon • telephone • ideographic/pictographic writing • speech (orality) • seminar, discussion • television • comics

  17. ELITIST-POPULIST MODEL • Elitist: serious media content that advances social and cultural is essential to society. • Populists: mass media are at their best when they give people what they want. • Battle between promoting social & cultural values vs. • providing contents that are geared toward the mass taste.

  18. PUSH-PULL MODEL Classic definition of Pull Media: You, the consumer, steer.  Pull media are passive, they are there if you want them.  Examples are the traditional media, such as radio and television, over which you have control to pull in a message.  You can turn them on or off.  You can pick up a newspaper, magazine or book and put it down.  You can go to a movie or not.

  19. PUSH-PULL MODEL Classic definition of Push Media: By contrast, push media propel messages at you whether invited or not.  An example would be a recorded voice in a grocery store aisle that encourages you to buy a certain brand of cornflakes, as you pass by the cereals.  Push media are taking sophisticated forms on the web and new technologies are making the media more pervasive than ever.  They are always on. 

  20. INFORMATION VS. ENTERTAINMENT MODEL • Based on primary use as media user and consumer. • Information – Newspapers • Entertainment – Movies, audio recordings

  21. CONTENT DISTRIBUTION • Content Distribution is the act of promoting content to online audiences in multiple media formats through various channels. These channels can be categorized into three groups: Owned, Earned, and Paid. • Some media companies focus on “creating” media content while some others, focus on “distributing” the contents created by others.

  22. Owned Content Distribution: This includes distributing content to web properties that belong to you, like your blog, email newsletter, social media, or microsite. • Earned Content Distribution: This is when third-parties distribute your content or content about you through press coverage, guest article contributions, retweets or shares, or product reviews. • Paid Content Distribution: This is when you explicitly pay for content distribution. Payment could take many forms, but often works on a cost-per-click (CPC) model where the owner of the content pays a certain amount every time someone clicks through to view the content.


  24. TWO WAYS TO MEET THE ECONOMIC IMPERATIVES 1. Advertising support • advertisers pay for access to customers • movie makers use “product placement to pick up advertising directly • direct payment

  25. 2. Circulation Revenue • Privately Supported Media • Direct Audience • Government Subsidies • Audience Donations • Government Advertising • Auxiliary Enterprises

  26. MEDIA DEMMASIFICATION Media Demassification or Media Fragmentation refers to the breaking down of an industry, specifically the media industry into smaller titles. The media shifts their products to appeal to certain audiences, and the largest audiences possible.

  27. MEDIA DEMMASIFICATION Demassification started with the radio in the 1950’s. Because of the popularity of television, radio stations had to target people through their music preferences. This way, radio did not become obsolete. Source: Vivian, John C. Media of Mass Communication, The (9th Edition) (MyCommunicationLab Series). Boston: Allyn & Bacon, 2008. Print.

  28. MEDIA CONGLOMERATION A media conglomerate, media group, or media institution is a company that owns numerous companies involved in mass media enterprises, such as television, radio, publishing, motion pictures, theme parks, or the Internet. According to the magazine Nation, "Media conglomerates strive for policies that facilitate their control of the markets around the world."

  29. MEDIA CONGLOMERATION Source: Singh, 2010 Retrieved

  30. MEDIA CONGLOMERATION Source: Singh, 2010 Retrieved

  31. MEDIA MELDING Simply, the integration of different media formats. • Digitization-process that compresses, stores and transmits data like text, sound, video… • Intracorporate Synergy-TV networks that rely on one another’s productions; joint ventures between Hollywood film studios and TV networks. Partners, not competitors.



  34. Presented by: MS. NATASHA NICOLE N. TINDAN

  35. References: What is Mass Media?, 2015, Retrieved at Media in Communication, 2017. Retrieved at Vivian, John C. Media of Mass Communication, The (9th Edition) (MyCommunicationLab Series). Boston: Allyn & Bacon, 2008. Print. Importance of Mass Media, 2015. Retrieved at Push & Pull in Media, 2014. Retrieved at Kuy, (n.d.) Lecture 1 PDF, Different Types of Communication Processes. The Third Wave by Alvin Toffler, Ibid.