MASS MEDIA FINAL (copy)

Maslow Hierarchy of needs

A theory that categorizes human needs into a pyramid.

1) Self actualization

2) self esteem

3) love/belonging

4) safety and security

5) psychological needs

MH Self actualization def

Morality, creativity, experience, purpose

MH Self actualization ad example

“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

confidence, achievement, need to be unique

MH self esteem ad example

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

MH Love and belonging definition

Friends family intimacy

MH love and belonging ad example

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 meaning

Health, property, employment

MH softly and security ad example

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

MH Psychological needs

basic needs

breathing, water, food

MH Psychological needs ad example

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 authoritarian example

germany under nazi, russia under Putin

MC communist

strict gov control, determines what audience sees and hears

MC Communist example

Russia and china

MC Libertarian

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

MC Libertarian example

no current example but appealing

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

MC Social Responsibility example

US and Europe

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 Recording

artist, producer, agents

HUB gatekeeper of recording

influencers, producers, managers, agents

HUB regulator of recording

piracy, and organizations like AFM, CSAC,royalties

Org. designed to protect music.

HUB feedback of recording

streams, award shows, sales

HUB Communicators motion picture

HUGE, everyone who worked on it

HUB gatekeepers motion picture

started w “haze code”

Regulated era 1930s—>50’s

Rating: PG, R, PG-13

HUB regulators Motion picture

first amendment applies

anti-trust regulations

HUB Feedback motion picture

box office receipts, ticket sales ,subscription service, reviews.

5 media trends

Fragmentation

Segmentation

Globalization

conglomeration

vertical/horizontal

Recordings Fragmentation

big (channel #’s)

42% of music is independent

Able to promote and distribute.

Recordings segmentation

big, highly segmented,

People create playlists (MY playlist)

Many genre and formats

Recordings Globalization

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

China,Japan, Germany, France

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, religion

Radio globalization

none unless you live on border, extremely regulated

laws against transmission from Mexico to Canada

Radio conglomeration

Telecommunications act 1966

5 major corps: iHeart, Cumulus, Townsquare, intercom, Saga

Radio vertical integration

strong, control of production, distribution, and exhibition

Radio horizontal integration

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