Straubhaar10e PPT Ch02

CHAPTER 2
MEDIA AND SOCIETY
© 2018 CENGAGE. MAY NOT BE SCANNED,

COPIED OR DUPLICATED, OR POSTED TO A
PUBLICLY ACCESSIBLE WEBSITE, IN WHOLE
OR IN PART.
LEARNING OBJECTIVES
 Explain how your media choices are affected by
economies of scale in today’s converging media
industry.
 Distinguish the profit motives and subsequent
consumer costs behind advertising-supported media,
the movie industry, the book publishing industry, and
social media.
 List the nine sources of media revenue.
 Identify examples of the four functions of the media.

OR IN PART.
LEARNING OBJECTIVES (CONT’D)
 According to Everett Rogers’ diffusion of innovations
process, classify media users based on when they
adopted a piece of new technology.
 Evaluate the influence of media gatekeepers on
swaying public opinion of a news event.
 Explain Marshall McLuhan’s statement that “the
medium is the message.”
 Assess new media technology’s social function as
either a determinant or product of modern culture.

OR IN PART.
UNDERSTANDING THE MEDIA
 Do media change society or reflect
society?
 Mutual relationship between media and
culture
 Theories on how media institutions
function

OR IN PART.
MEDIA ECONOMICS (SLIDE 1 OF 5)
 Media exist to make money
 Mass production, distribution are keys to
economic success
 Profits reaped by producing many copies
at lowest cost
 Large audiences help media companies
recoup first-copy costs

OR IN PART.
 Economies of scale
 Cut staff, automate, merge
 Reduce marginal costs
 Difficult with digital media
 Big companies have advantage over “mom
and pop” news outlets

OR IN PART.
 Benefits of competition
 Law of supply and demand
 Good for consumers
 Lower prices
 Better products
 Marginal costs

OR IN PART.
 Media monopolies
 No pressure to be efficient
 Can raise prices (and profits)
 Not always bad … but often bad
 Duopoly
 Oligopoly

OR IN PART.
 Barriers to entry
 Lack of diversity in content
 Profit motive
 Profits: what’s left after paying costs, taxes, paybacks to
investors
 Sometimes compromise relationships with customers
 Media use different methods to recoup first-copy costs
 Profits are not always paramount (PBS)

OR IN PART.
HOW MEDIA MAKE MONEY
(SLIDE 1 OF 2)
 Direct sales (buy iPod)

 Rentals (rent video game)
 Subscriptions (newspaper, magazine, cable)
 Usage fees (movie ticket, pay-per-view)
 Advertising (newspapers, magazines, TV,
radio)
 More viewers/readers = higher advertising rates

OR IN PART.
HOW MEDIA MAKE MONEY
(SLIDE 2 OF 2)
 Syndication (TV reruns, newspaper

cartoons)
 License fees (song royalties)
 Subsidies (PBS)
 Voluntary donations (NPR, some software
and game developers, some musicians)

OR IN PART.
MASS MARKETS TO SEGMENTS
 Narrowcasting: target smaller audience
segments with specialized content
 Why?
 Information technologies
 Advertisers’ preferences for targeted audience
 Research techniques
 Conventional media response to audience
demand

OR IN PART.
NEW MEDIA ECONOMICS
(SLIDE 1 OF 2)
 Personalization (thanks to social media)

 Not narrowcasting, but specific to you
 Not possible with conventional media
 Internet: low reproduction and
distribution costs

OR IN PART.
NEW MEDIA ECONOMICS
(SLIDE 2 OF 2)
 Websites use advertising, too (but with a

twist)
 Example: Google “adwords”
 Traditional media have some advantages
in this case

OR IN PART.
CRITICAL STUDIES (SLIDE 1 OF 4)
 Need for media literacy
 Political economy
 Marx in Das Kapital: Dominant groups create
hegemony
 Content reflects interests of owners, advertisers
 Unequal access still an issue
 Often undermines traditional culture

OR IN PART.
 Feminist studies
 Women underrepresented as media
producers
 Often depicted in “typical” female roles
(housewife, nurse, mother, secretary)

OR IN PART.
 Ethnic media studies
 Racial/ethnic groups also depicted in
stereotypical roles (maid, criminal, terrorist)
 Music videos perpetuate “new racism”
 Attitudes also extend into advertising

OR IN PART.
 Media criticism
 Genres of media are important
 Semiotic analysis examines words and
images
 Audience plays a role

OR IN PART.
POSTMODERNISM
 Critique of modern technological society
 No universal truth
 Individual view depends on individual experience
 New forms of expression
 Nation-states of less concern
 What comes next?
 Are we already there?

OR IN PART.
DIFFUSION OF INNOVATIONS
(SLIDE 1 OF 2)
 Explains why people adopt new

communication behaviors
 Why innovations succeed: advantages of
new technology, price, compatibility,
social norms, other factors

OR IN PART.
DIFFUSION OF INNOVATIONS
(SLIDE 2 OF 2)
 Stages of diffusion: innovators, early

adopters, early majority, late majority,
laggards
 Critical mass is necessary

OR IN PART.
MEDIA’S FUNCTIONS
 Surveillance (information)
 Interpretation (editorials, The Daily Show,
blogs)
 Values transmission/socialization
(textbooks)
 Entertainment (movies, TV, social media)
 Functions of new media (self-expression)

OR IN PART.
MEDIA AND PUBLIC OPINION
(SLIDE 1 OF 2)
 Gatekeeping
 Agenda setting
 Media tell us what to think about
 But…the media is not all-powerful
 New media might be undermining older
media

OR IN PART.
MEDIA AND PUBLIC OPINION
(SLIDE 2 OF 2)
 Framing
 Media tell us how to think
 Journalists pre-edit their own work

OR IN PART.
TECHNOLOGICAL DETERMINISM
(SLIDE 1 OF 2)
 The medium is the message (McLuhan)

 Form, not content, matters
 The “global village” (electronically mediated small
town)
 Technology as dominant social force
(Postman)
 Technopoly: technology controls all aspects of
life

OR IN PART.
TECHNOLOGICAL DETERMINISM
(SLIDE 2 OF 2)
 Media drive culture

 Media should educate, not entertain
(Arnold)
 Pop culture overexposure = decline in
literacy and reasoning

OR IN PART.

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CHAPTER 2

MEDIA AND SOCIETY

© 2018 CENGAGE. MAY NOT BE SCANNED,

© 2018 CENGAGE. MAY NOT BE SCANNED,

© 2018 CENGAGE. MAY NOT BE SCANNED,

© 2018 CENGAGE. MAY NOT BE SCANNED,

© 2018 CENGAGE. MAY NOT BE SCANNED,

© 2018 CENGAGE. MAY NOT BE SCANNED,

© 2018 CENGAGE. MAY NOT BE SCANNED,

© 2018 CENGAGE. MAY NOT BE SCANNED,

© 2018 CENGAGE. MAY NOT BE SCANNED,

 Direct sales (buy iPod)

© 2018 CENGAGE. MAY NOT BE SCANNED,

 Syndication (TV reruns, newspaper

© 2018 CENGAGE. MAY NOT BE SCANNED,

© 2018 CENGAGE. MAY NOT BE SCANNED,

 Personalization (thanks to social media)

© 2018 CENGAGE. MAY NOT BE SCANNED,

 Websites use advertising, too (but with a

© 2018 CENGAGE. MAY NOT BE SCANNED,

© 2018 CENGAGE. MAY NOT BE SCANNED,

© 2018 CENGAGE. MAY NOT BE SCANNED,

© 2018 CENGAGE. MAY NOT BE SCANNED,

© 2018 CENGAGE. MAY NOT BE SCANNED,

© 2018 CENGAGE. MAY NOT BE SCANNED,

 Explains why people adopt new

© 2018 CENGAGE. MAY NOT BE SCANNED,

 Stages of diffusion: innovators, early

© 2018 CENGAGE. MAY NOT BE SCANNED,

© 2018 CENGAGE. MAY NOT BE SCANNED,

© 2018 CENGAGE. MAY NOT BE SCANNED,

© 2018 CENGAGE. MAY NOT BE SCANNED,

 The medium is the message (McLuhan)

© 2018 CENGAGE. MAY NOT BE SCANNED,

 Media drive culture

© 2018 CENGAGE. MAY NOT BE SCANNED,

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