Professional Documents
Culture Documents
Media
Most media is privately owned operating within a
capitalist system
Media as Economic entity
Who owns them?
How are they Financially supported?
Who pays the bill?
Sometimes they are provided special privileges
because they provide free information flow to the
public.
Continuing Search for
Audiences
Audiences are linked to Economic trends in the
profits through advertising media can also have
Shifting fortunes of media impact on the public.
organizations leads to
hiring and firing of
personal, softening of
advertising market and a
generalized worry about
some media trends.
The New Media Giants
Newspapers
Magazines
Books
Movies
TV
Radio
Mass Communication
During times of
national reporting
some kinds of
information can give
enemy and advantage.
1940 US-Germany Spy
game.
Direct Censorship during
Wartime
Control of Information
through deny of access
to Media (TV, Print,
Radio etc…)
Letting military
scanners scan copies to
protect information.
Protection of reporter’s sources
Lawmakers
PEMRA
Executive Branch
Includes host of
Government
departments and
agencies.
Offices of Supreme
Control (President’s
House/ Prime
Minister’s Secretariat
Outside Pressure Groups
Mass Communication
Writing
Editing
Media Relations and Placement
Special Events
Speaking
Production
Research
Programming and Counseling
Training and Management
Public Relations Industry
Sensationalism Journalism
Objective Journalism
Separating fact from opinion
Presenting an emotionally detached news
Striving for fairness and balance
The New Journalism
Scene setting
Extended dialogue
Point of view
Interior Monologue ( thoughts of people who
were the news sources, might be included)
Creation of composite characters
Types of journalism continued
Precision Journalism
Advocacy Journalism
Media Support Services
Role of Auxiliaries
AP , UPI
The Wire Services
Cost efficiency across the nation
An impact on content and style
Yet another competitor (INS) International News
Service
Wire services in Perspective
Measuring Circulation
Measuring broadcast audience
Types of Ratings
Rating = Household tuned to station / total TV
households x 100
Share = household tuned to station / households using
tv x100
Households using Tv (HUT) = Sets turned on / total
tv households x 100
Continued …
Obtaining ratings
People Meters Controversy
The rating problems
Rating and the news
Measuring public opinion
Role of media in our Society
History of Music
Development of Instruments
Development of Recording Machines
Juke Box
Recording technologies
Music as an Industry
Method of Mass
Communication Research
Sources of trust worthy knowledge
Religion
Interpretations by authorities (priests,
philosophers, kings)
Tradition
Common sense
Research!
Reasons for Conducting
Research
Public concern about media effects
Developing theories to explain media
influences.
Solving practical problems
Effects of Mass Media
Experiments
Surveys
Observational studies
Content analysis
Media Influences on
Individuals
Early Researches: Large scale researches did
not begin till late 1920’s.
A decade after world war I, researchers
started working on studying changes in the
society.
THE MAGIC Bullet Theory
Patterns of Viewing
Uses of Programs
Implications of results
Violent content
Social Learning from role models
Media Influences on Society
and Culture
Two ways in which media can be instrumental in
bringing change in the society.
A) Continuous presentation of information
related to a particular event or issue, over an
extended period of time ( Theory of
accumulation of minimal effects)
Continued …