EP

Introduction to Mass Communication: Media Literacy and Culture

Introduction to Mass Communication

  • Learning is transformative.

  • Focus on Media Literacy and Culture.

Chapter 2: Convergence and the Reshaping of Mass Communication

Industries in Transition 1

  • Movie attendance is static.

  • CD sales are decreasing.

  • Traditional TV networks command only 30% of the audience.

  • DVD sales and rentals are significantly dropping.

Industries in Transition 2

  • Video game revenue has plateaued.

  • Newspaper industry is experiencing revenue decline and severe job losses.

  • North American magazine revenue is decreasing.

  • Commercial radio listenership remains flat.

Good News for Media Industries 1

  • Media consumption patterns are evolving:

    • Average Americans spend 13 hours and 35 minutes daily on media.

    • In 2019, streaming of music exceeded 1.15 trillion tunes.

    • Increased media multitasking (using multiple media simultaneously).

Good News for Media Industries 2

  • Electronic sell-through (EST) is gaining traction (digital movie downloads).

  • Convergence: Blurring traditional media boundaries leading to new forms of media consumption.

Changes Impacting Media

  • Internet and digitization:

    • New content delivery methods.

    • Pricing strategies for content.

    • Choice of distribution platforms.

Concentration of Ownership

  • Conglomeration: Media companies merging increasing centralized ownership.

  • Economies of scale: Reducing costs through larger production.

  • Oligopoly: Few companies dominating the market.

Issues with Concentration and Conglomeration

  • Possible conflicts of interest and bottom-line mentalities.

  • Decline in quality media content and investigative journalism.

  • Appearance of news deserts (areas lacking quality news sources).

Globalization Issues

  • Lack of diversity in cultural expression.

  • Profit-driven motives may override respect for local customs.

  • Economic interdependence globally complicates local conditions.

Audience Fragmentation

  • Narrowcasting: Targeted media delivery to specific audiences.

  • Niche marketing: Tailoring media products to meet specific audience tastes.

  • Streaming ad insertion: Custom advertising based on viewer data.

  • Zonecasting: Sending different content to different geographic locations.

  • Location-based mobile advertising: Ads tailored to user's location.

  • Addressable technologies: Technical means to deliver content and ads to specific households/groups.

Hypercommercialism

  • Increasing reliance on advertising to recover costs from media acquisitions.

  • Product placement: Integrating brands within content (e.g., movies, TV shows).

  • Brand entertainment: Content created specifically to promote brands.

  • Payola: Payments made to promote certain media content.

Issues with Hypercommercialism

  • In a typical $60/min TV show, approximately 20 minutes are ads.

  • Streaming platforms widely use product placements (e.g., all Amazon Prime shows).

  • Blending advertisements with regular content is prevalent.

Erosion of Distinctions Among Media

  • Convergence: Genres and media formats merging due to technological advancements.

  • Webisodes: Short online video episodes, typically tied to TV shows.

  • Wi-Fi: Wireless internet connectivity as a standard for media consumption.

  • Synergy: Different media entities working together to create a marketing advantage.

  • Platform agnostic: Creating content that can be accessed on any platform.

Reconsidering the Process of Mass Communication 1

  • Interpreter A – Content Producer:

    • Blogs and user-generated content democratize content creation.

    • Low cost of entry for new content producers.

    • RSS (Really Simple Syndication): Allows users to keep track of updates from websites and feeds.

    • Appointment consumption: Scheduled watching of specific shows/products.

    • Consumption-on-demand: Ability to watch or access content anytime.

Reconsidering the Process of Mass Communication 2

  • Interpreter B – The Audience:

    • Digital media changes feedback methods, enhancing interaction between creators and audiences.

The Result of Media Evolution

  • Content creation and distribution are more democratic.

  • Audiences are better understood by creators, although fragmented.

  • Media literacy enables individuals to navigate and take advantage of new media landscapes effectively.

  • Fraction of selection determines personal engagement with mass communication.