MASS MEDIA FINAL

Maslow Hierarchy of needs

1) Self actualization

2) self esteem

3) love/belonging

4) safety and security

5) psychological needs

MH Self actualization def and ad example

Morality, creativity, experience, purpose

“Gillette ad” make people feel good about buying the product, man shaving father, “safe for caregivers”, states that it is safe controlled and convenient

MH Self esteem definition and ad example

confidence, achievement, need to be unique

Rolex: nice things make people feel good. The Rolex advertised its durability, reliability, and precision

MH Love and belonging definition and ad example

Friends family intimacy

Every kiss begins with kay. A diamond is forever- diamonds last forever so people feel confident in their decision to spend more

MH Softy and security

Health, property, employment

AARP- medical alert device, “private and only device you need”

MH Psychological needs

breathing, water, food

Pom juice- charge your health with antioxidants. people want to live longer.

4 Models of media control

authoritarian

communist

libertarian

social responsibility

MC authoritarian

total gov. control; media must support the gov

MC communist

strict gov control, determines what audience sees and hears

MC Libertarian

no regulation, up to individual what they see, watch, and hear (no example)

MC Social Responsibility

a belief in a free marketplace of ideas and individual rights to have them, but some gov. regulation is okay. concept of balance

Advertising definition

showcasing something weather it be a producing or an idea for an audience to but or practice

PR definition

managing info from a place or person to influence their perception of you, your idea, or your product. To give yourself a good rep

Criteria for advertising

1) you pay for space and time

2) use mass media

3) you identify the goods and services your advertising

4) your message is directed at more then one person

Criteria for PR

1) you don’t pay for service

2) don’t have to use media

3) mask the presence of service/good

differences between Ad and PR

AD: bought. 1-way process marketers pay to communicate with you

PR: earned. relies on feedback and comm fro both parties

HUB Communicator of radio

Djs, advertisers ,network, local stations

HUB Gatekeeper of radio

seven second delay, program editors can delete, stop, and modify content

HUB regulator of radio

FCC set standards and they need to follow PICON

HUB Feedback of radio

ratings

HUB communicator of recording

artists, composers, producers, managers, agents

HUB gatekeeper of recording

producers, managers, agents

HUB regulator of recording

piracy, and organizations like AFM, CSAC

HUB feedback of recording

streams, award shows, sales

5 media trends

Fragmentation

Segmentation

Globalization

conglomeration

vertical/horizontal

Recordings Fragmentation

big, 42% of music is independent

Recordings segmentation

big, highly segmented, People create playlists (MY playlist)

Recordings Globalization

HUGE, 1/3 in US, music is written, produced, and marketed globally

Recordings conglomeration

BIG, companies like SONY, universal, Warner, 60% controlled by major labels

Recordings vertical/horizontal integration

Strong, (Taylors version), live performance, mixed products, looking for experience

Radio fragmentation

HIGH, over 15k radio stations, localized channels connect to local audience

Radio Segmentation

HIGH, highly segmented, types of radio for specific audience: country, new/talk, Spanish

Radio globalization

none unless you live on border, extremely regulated

Radio conglomeration

iheart, cumulus, townsqaure, intercom

Radio vertical and horizontal integration

v: strong, control of production, distribution, and exhibition

H: not as strong,  doesn’t lend itself to much horizontal integration, not multi-platform