Mass Media Final

Maslow’s Hierarchy of Needs

A motivational theory highlighting the different types of human needs through a five-tier pyramid model.

Physiological Needs

Maruchan Ramen

• Ad from 6 years ago showing a woman feeding and satisfying her children by using Maruchan ramen and how quick it was for her to make

• Emphasizes how convenient and quick instant ramen is to make (easy solution to hunger)

• Emphasizes this as an accessible way to meet the basic need for nourishment, especially when time and resources are limited

Safety and Security Needs

Ring doorbell system

• Taps into the consumer’s needs for safety and security

• The ad depicts how easy it is to install Ring and how you can see whoever rang your doorbell/who is at the front door through the camera system

• Investing in this security system provides peace of mind, protection, and a secure environment for the family

Love and Belonging Needs

Every kiss begins with Kay

• The ad depicts a man giving his wife a ring and her jumping into his arms and they kiss

• Shows how the product can provide happiness, a sign of love, and belongingness

• The human desire for love

• Joy of possibilities

Self-Esteem Needs

Gucci

• Usually is set in a luxurious setting, such as a mansion, pool, garden, or city

• Uses celebrities

• Uses the Gucci logo often

• Often gold is included to elevate status and show wealth

• Appeals to the feeling of wealth, prestige, and accomplishment

Self-Actualization Needs

Expedia Group

• The ad focuses on the travel experience

• Opportunities for personal growth, self-reflection, and the realization of one's full potential.

• Travel allows individuals to discover themselves, broaden their perspectives, and achieve a sense of personal fulfillment

• By choosing to travel and engage in meaningful experiences, individuals can pursue self-actualization—fulfilling their unique potential and achieving a deeper understanding of themselves and the world

• aims to connect with consumers who value personal growth, exploration, and the pursuit of fulfillment

Media Control

• Authoritarian

• Communist

• Libertarian

• Social Responsibility

Media Control- Authoritarian

• Total government control: media doesn’t need to be owned by the government but must support the gov

• All media must support the government

• The first model that emerged

• Ex. Germany under Nazi, Russia under Putin

Media Control- Communist

• Strict government control

• Determines what an audience sees, hears, and reads through media

• The difference is government in a communist society determines what people hear and see through indoctrination and education

• Process of indoctrination and education 

• Little more flexible but still tight

• Ex. China and Russia

Media Control- Libertarian

• No regulation of mass media

• No restrictions

• Rights of the individual

• Up to the individual what to watch, see, and hear

• Truth will always win out so why regulate anything

• “Free for all” - philosophy that truth will play out so why regulate anything; doesn’t exist, gaining traction in social media

• The idea is gaining popularity

• Does not exist right now in any country

Media Control- Social Responsibility

• A belief in a free marketplace of ideas and individual rights of access to those ideas

• but tempered by the belief that some government regulation is appropriate to provide safety and security, balance

• Ex. United States and Europe

Advertising

• COA: began in 19th, growth in 20th, online in 21st

• Over 200 billion dollars are spent annually on advertisement

• Digital is now the largest ad medium 

• Largest advertisers in the US: amazon, Comcast, AT&T, Proctor and Gamble, Disney 

• Conglomeration and globalization are big in the advertising world

• In 1840 first ad agency in the US called Volney Palmer

• Concerns about regulation because of advertisement

• Regulating in ads: copyright, trademark act of 1947, privacy, endorsement, liable and defamation, lottery, true and advertising

• Things we are worried about with ads today: clutter, consumerism, children, feedback, new technology (digital)

Four Concepts that Define Advertising

1. You pay for space and time

2. You use mass media

3. You identify the goods and services you are advertising

4. Your message is directed at more than one person

Public Relations

• COA: began in 20th century

• Use the facts to shape public opinion (publicity and promotion)

• 1904: started with Ivy Lee

• Emerges out of muckraking, mine disasters, scandals

Major areas:

• Internal or corporate communication

• Financial communication

• Healthcare

• Public Affairs

• Crisis management

Three Concepts that Define PR

1. Do not pay for space and time

2. Mask the presence of your service or good

3. Do not have to use mass media (institutional use of persuasion)

Books Fragmentation

BIG

• # of titles published in any given year

• Niches contribute

Books Segmentation

BIG

• # of titles increases, audience increases

• Looks at demographics, maximizes CPM

• Digital media has created channel fragmentation

• Mass media companies seeking target audiences with specific demographics for CPM

Books Globalization

BIG

• The internet allows for book circulation and translations

• Most publishing organizations are international

Books Conglomeration

BIG

• Book publishing is more about marketing and distribution

• Penguin Random House

Books H/V Integration

BIG

• Major publishing corporations such as Penguin Random House

• Books into movies, action figures, stuffed animals, restaurants

Motion Pictures Fragmentation

STAGNANT

• 500-700 films produced each year 2008

Motion Pictures Segmentation

BIG

• drives content

• 50% of ticket sales age 12-36

• primary appeal to 16-24 males of action and adventure films

Motion Pictures Globalization

BIG

• dominant, 23% of the average film distributed in 2022 came from international audiences (mainly China)

• effects filters, and codes

Motion Pictures Conglomeration

BIG

• Disney, Warner, SONY, Universal, Paramount, 20th Century Fox

Motion Pictures H/V Integration

BIG

• movies into comic books, concerts, clothes

Definition of Communicator, Gatekeeper, Regulator, Feedback

• Communicator definition: the source

• Gatekeeper definition: information is filtered, and has the power to stop a message from reaching a primary audience

• Regulator definition: look at content and determine if content is legal 

• Feedback definition: the response, reaction, or information given

Books HUB Model

Communicators: authors

Gatekeepers: editors (internal)

Regulator: external, is content legal? make sure it has no slander, plagiarism, liability, copyright, or privacy

Feedback: measuring economic sales and reviews

Motion Pictures HUB Model

Communicators: directors, actors, coaches, designers

Gatekeeper: haze code, rating board, production code

Regulator: antitrust, first amendment, catholic legion of decency

Feedback: ticket sales, subscriptions, reviews, award shows

Social Media Becoming New Way of Communicating/Entertainment

• Significant growth in personalized mass media

• Innovations in tech are demassifying mass media

• Newspapers and print media will decline significantly 

• Newspapers and magazines will try to become more personal

• Computers are the most important tool in this day

• By 2033 we will become increasingly digital and completely away from an online presence

• We will see a steady deterioration of major labels and more artists like Taylor Swift take control of the distribution, exhibition, and production channel (vertical int)

• Radio will be a local medium and primarily dedicated content

• Content of TV will shift to social media platforms

• Motion pictures are up for grabs, he doesn't know

• Key article: Christopher Mims Social Media is Warping into Old Fashion Social Media (the more things change the more things stay the same, don't make the assumption that social media is gonna rule the world)