cmn 277: media policy & law

describe the regulation approach

strategic policy intervention to deliberately shape outcomes & advance specific social objectives:

• implements specific rules governing media content & operations

• establishes operational boundaries

• actively manages market behavior

describe the deregulation approach

minimizing government involvement to allow market forces to determine industry direction:

• removes restrictions on media companies & content producers

• prioritizes innovation & economic efficiency

define legislative authority

congress serves as the ultimate source of regulatory authority:

• constitutional power to create laws governing media

• establishes the framework for media regulation 3

define federal communications commision

the FCC serves as the primary regulatory body for communication media:

• five commisioners appointed by the president, confirmed by senate

• authority to create & enforce specific regulations

• controls broadcast licensing processes

describe the role of the judicial branch in the regulatory ecosystem

• cannot proactively create media policy

• respond only to challenges of exisiting laws & regulations

• 3 primary options when reviewing policy: affirm the constitutionality of the regulation, strike down the regulation as unconstitutional or illegal, return to agency for reconsideration

describe the role of the executive branch in the regulatory ecosysten

the president & executive agencies influence media policy through:

• appointment of commissioners who reglect administration priorities

• development of administration-specific communication

• budget proposals that fund or defund media programs

define direct government regulation

creating & enforcing explicit laws and rules that mandate specific behaviors; highest level of intervention

define raised eyebrow approach

suggesting potential regulation if industry doesn’t self-correct problematic behaviors; moderate level of intervention

define marketplace competition

allowing consumer preferences & market forces to shape media content and services; minimal government intervention

describe selling intent comprehension in children’s advertising

young children lack the cognitive ability to fully understand the persuasive intent behind advertising

• full comprehension of selling intent doesn’t intent until ~8 years old

• younger children often perceive commercials as entertainment

• children <5 cannot distinguish between programs & advertisements

describe cognitive vulnerabilities in children’s advertising

young viewers have specific psychological limitations that make them susceptible to advertising:

• difficulty in role-taking (understanding the advertiser’s perspective)

• tendency to interpret ads literally

describe disclosure requirements in children’s advertising

regulations mandate clear communication of product limitations that aren’t obvious to children:

• “batteries not included” warnings

• clear indication of what is & not included with purchase

describe health considerations in children’s advertising

growing concern about childhood obesity has focused attention on food marketing practices:

• ~80% of child-directed food ads promote high-sugar products

• PSAs are used as a countermeasure to encourage healthier choices

define premium offers in children’s advertising

regulations address “premium offers” like toys in food products (e.g. cereals)

describe commercialization concerns in internet regulation

• deceptive practices: digitcal environments enable novel formed of misleading advertising

• tracking technologies: commerical surveillances through cookies, fingerprinting, & others to create unprecedented privacy implications

• dark patterns: manipulate consumer behavior