Chapter 1: August 28th, 2013

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Questions mcom100@winona.edu There are 14,865 radio stations in the US Demassification Chapter 1: Mass Media Literacy Literacy- competence or knowledge in a specific area o Researching a specific field o Understanding vocabulary of the field, and being able to use terms intelligently o Applying understanding in operation Media Exposure o Americas are exposed to media messages 68% of their waking hours o Americans are actively involved in media activity 30% of their waking hours. o Concurrent media usage media multitasking Mass communication - technology-assisted transmission of messages to mass audiences. o Radio/TV/Cable/Satellite Radio o Newspapers/magazines/books o Movies/DVDs o Music/CDs/downloads o Internet sites o Social media Importance of Mass Media o Pervasiveness Ubiquity: Its everywhere! Symbiosis We need them, they need us o Information Source o Entertainment source o Persuasion Forum Advertising Public relations Mass Media Models o Hot/Cool Model

Hot: books, magazines newspapers (require concentration, thinking) Cool: television, radio (audience is passive, less involved) Are movies hot or cold media? o Entertainment/Information Model E: movies, music, TV, magazines I: newspapers, TV, magazines o Content/Distribution Model Content creation: movies, music, TV, magazines Distribution of content Vertical integration (companies do both) o Elitist/Populist Model Elitist: serious media such as NPR, PBS, classical music, etc. Populist: marketplace-oriented media such as major networks, pop music, reality shows, etc. What is The Daily Show? Both What is CBSs 60 Minutes? Human Communication o Intrapersonal- I talk to myself (1) o Interpersonal- people talk to each other (1:1) o Group- reduced intimacy, several talk, one talks to many (1:xx) Mass Media literacy o Possessing the knowledge to be competent in assessing messages carried by mass media Media Dynamics Its all inter-related Media Effects The TV made me do it Media Issues Responsibility Gatekeeping Advertising Mass Communication

o Mass communicators talk to mass audiences with mass messages via mass media technology Printing press Transmitter Computer, server, internet protocol o Mass communicators cant see their audience (distant, heterogeneous) Demass media you know something about your audience Economics of Mass Media o Most media privately owned, profit motive Advertising revenue Circulation revenue Audience donations Private support Government subsidies Government advertising o The economic imperative (relationship of audience and advertising rates)

Media Conglomeration o Negatives Lack of Cognitive Dissonance o We like to hear things we agree with. We like to hear things that support our currently held opinions. o We do not like to hear things that vary from our current views o We seek to ignore, block out, selectively hear the message or reinterpret it to make it less dissonant, more comfortable.

Chapter 2 Notes 9.4.13

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Mass Media: Technology Dependent One defining characteristic of mass communication is its reliance on technology Unlike most face-to-face interpersonal communication. Drudge Report Mass Media Print o Books o Magazines o Newspapers Chemical o Film/movies Electronic o Recordings o Radio/TV Digital o Internet cable, telephone, Facebook, etc. Communication Models Basic Model (Shannon-Weaver) o Sender Message Receiver Narrative Model (Lasswell) o Who says what? o In which channel? o To whom? o With what effect? Concentric circle model o Sender o Encode o o o o

Media Decode Receiver Feedback Receiver to Sender completes the two-way communication process with the intended result (shared meaning) Players in the Process The Sender The Receiver(s)

Modern

Gatekeepers: o People who can alter or stop a message o Editors, Producers, Directors, Tech People Regulators: o Non-media people who influence messages o The FCC, Pressure groups, Advertisers Gatekeeper-Regulator Hybrids: o NAB, SPJ, Professional organizations communication Models Linear Communication

o Point A >>> Point B Mass communication o Point A to many point B Web communication o Point A sending things to Point Bs who send things back to point A and to other Point Bs Impediments To Communication Noise o Semantic (wording, slurring, etc.) o Channel (static, technical problems) o Environmental o Filters Informational, physical, psychological Effects of communication Amplification o Status conferral Feedback o The recipient responds o Delayed feedback Effects o The whole point of communicating a message is to have an effect. Pavlik & McIntosh

Chapter 3: 9.4.13

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Media Economics In the U.S.: The mass media operate in the money-driven system of capitalism Primary revenue streams: Advertising (Radio, TV, Websites) Sales (Books, Music, Movies) Hybrid (newspapers, magazines, websites) Different systems in different countries Ownership Structures Entrepreneurial Origins o Most media operations start with an individual and vision Media Chains o Greater reach, power, efficiency o Less localism Conglomeration o Greater reach, power; less localism New Media Models Community Foundations Non-Profits, Philanthropy Government ownership or Government support or Context: Government & Media Postal Subsidies for periodicals o 1789 to present o helped magazines more than papers o 2nd class postage: books, periodicals Broadcast Industry o Safety & service o Regulation of The public airwaves o FRC then FCC (to also cover TV) FCC does not have authority over: o Satellite radio o Cable TV o Internet (?) o The FCC does not censor ANY content (Remember this: It comes up often)

MOVIE

Human need for communication is constant

Chapter 12: 9/11/13

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Media and Society Mass Audiences The Mass Media are focused on gathering large audiences (eyes and ears), so they can sell those eyes and ears to advertisers Its not enough to gather a large audience To be credible media must present advertisers with research proof of the audience size, characteristics, loyalty, etc. Today the research is sophisticated, with more at stake Like which television programs survive and which get axed Public opinion surveying is a multi-billion dollar a year business; clients: large corporations, political candidates, media themselves. About 1000 companies and institutions are in the survey business in the U.S.; most doing advertising and product-related opinion research. Major Media Research Companies Nielsen mostly network television ratings Arbitron mostly radio audience research Gallup human nature & behavior, specializing in management, economics, psychology Pew studies attitudes toward the press, politics Harris market research, opinion polling; a pioneer in internetbased research Four Factors of Probability Sampling (small sample, results can be applied to large populations) Sample size 384 is the magic number (allows a 95% confidence level) Sample selection all members of a given population has an equal chance of being interviewed Margin of error increase sample size = decreased margin of error Confidence level inverse of margin of error Quota sampling Surveying cross-sections of the whole population o Mirrors the population as a whole o Gender, ethnicity, education, economics, etc. Straw Polls

Inviting people to respond to a poll by phone, email, facebook, twitter, etc. o Fun, but statistically meaningless o Not: random, cross-section, representative Measuring Audience Size To attract advertisers, the mass media need to know the number and kinds of people they reach. Circulation - the number of issues of newspapers or magazines distributed Audit Bureau of Circulations o Formed in 1914 o Independent o Publications cannot inflate their numbers Broadcast Ratings Nielsen Media Research tracking network television viewership Demographic Breakdowns o Age groups: 18-34, 18-49, 35-49. 50+ o Income, education, religion, occupation, etc. Criticism of ratings o Hyping o Respondent accuracy o Slanted reporting of results (by stations) Are People Really Watching? Zipping, zapping, flushing Engagement ratings Gauges how attentive the audience is How well they recalled certain aspects Internet Engagement Ratings Not just page views Time spent on site? Click-throughs (on and off site) Eye-tracking studies (heatmapping) Measuring Audience Reactions Not just numbers; why people watch, listen o Focus groups o Interviews

o Galvanic Skin Checks o Prototype Research (pilot screenings) Quantitative vs. Qualitative Research o Quantitative = quicker, easier, cheaper? o Qualitative = slower, more complete, more actionable data? Psychographics VALS: Values and Life-Styles o Belongers (38% of U.S. pop.) o Achievers (20%) o Socially conscious (11%) o Emulators (10%) o Experientials (5%) o I-Am-Mes (3%) o Survivors o Sustainers o Integrateds (2%) Maslows Hierarchy of Needs Self-actualization personal growth and fulfillment Esteem needs achievement, status, responsibility, reputation Belongingness and love needs family, affection, relationships, work group, etc. Safety needs protection, security, order, law, limits, stability Biological and Physiological needs basic life needs (air, food, drink, shelter, warmth, sex, sleep) How to Build Audience Give the audience what they want? Or give the audience what they need? For News: What Makes News? Timeliness Prominence/Power Proximity (Geographic, demographic, etc.) Conflict/Drama Novelty Consequence o (Money, sex) For Entertainment

 Character Story Drama Visual appeal Emotional appeal (humor, fear, love, etc.) Quality (technical, timing, etc.) Its about engagement, comfort, belonging (Cognitive Dissonance?) For Advertising Visual appeal Emotional appeal Problem solving Confer status, belonging Sense of want need Price

9/25/13 Chapter 4

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Ink on Paper Newspapers About 1570 daily newspapers, 52.4 million copies a day. Still newspapers are on the decline as other media compete for attention. Weekly papers put out 50 million copies Most employees versus other news media Newspaper Content and Diversity o Because the news hole is larger, newspapers carry more news, greater depth o Mix of content: news, sports, editorial, business, lifestyle, comics, advice, etc. o Content is indexed you can find it Formats of Newspapers o Broadsheets (12.5 x 23) standard larger size o Tabloids (11 x 17) reputation for tawdry content, but refers to the size, about half a broadsheet. o Berliner (12.5 x 18.5) popular in Europe Cost Convenience Compromise The Guardian in England went Berliner in Sept. 2005 o Tabloids are convenient for young, mobile commuters o More people are testing new formats Newspaper Chains o Believing he could multiply profits by owning multiple newspapers, William Randolph Hearst started a chain of bigcity papers in the 1880s. o Newspaper profitability in the 70s and 80s prompted chains to buy up local papers o Conglomeration expanded as newspaper chains bought magazines, radio and TV stations Big Newspaper Chains o Gannett: 99 dailies (5.5 million circ.) including USA Today, Detroit News, Des Moines Register; 39 weeklies, 16 radio,21 TV, a news magazine, and billboards

o Lee Enterprises: 58 dailies (1.7 million circ) including Winona Daily News, Quad City Times (Iowa), and the capitol Times (wis.) o Tribune Co.: 30 dailies (5.2 million circ.) including Chicago Tribune, Los Angeles Times, and Baltimore Sun National Daily Newspapers o The Wall Street Journal (used to be #1 with 1.8 million circulation) founded in 1889 o USA Today (now is #1, with 2.3 million copies sold each day one at a time) founded in 1982 o The New York Times is NOT a national newspaper (1.3 million) founded 1851 Hometown Daily Newspapers o Metropolitan Dailies: like the New York Times, Washington Post, Los Angeles Time, Star Tribune. Local/regional news distributed nationwide o Hometown Dailies: the most important in American society, consistently profitable and, more and more, chain owned Challenges for Newspapers o Circulation Young people dont read newspapers Newspapers stay profitable primarily through new technology advances and cost-cutting Almost all metropolitan dailies are in circulation decline o Sunday Editions More advertising, weekend relaxing Circulation figures mask weekday declines Even Sunday circulation is declining

Advertising o National advertisers are abandoning newspapers for magazines and TV. o Free-Standing Inserts: glossy ad circulars like Kmart, Shopko, Target, Gander Mountain, etc. The Future o Newspapers are transitioning to Internet o More room for more content (and ads)

o Advertisers have been skeptical of the value of internet newspaper advertising Magazines Magazines, today as in the past, constitute a mass medium through which a distinctive U.S. culture is brought to a national audience o 1829s: First successful magazines in the U.S. o Saturday Evening Post, founded in 1821 o Postal Act of 1879 Nespapers traveled through mail free Magazines now got a cheaper, 2nd class rate Promote national culture and literacy Influence of Magazines o Advertisers used national magazines through the 1800s to build national markets. Newspapers were local o Nearly 90% of US Adults read 10 mags/month o About 12,000 magazines exist in US today Magazines as business o The Profit motive capitalism o 500-600 new magazines appear each year o Only 1 in 5 survive o Revenue streams Newsstand or rack sales Subscription Advertising U.S. Magazine Circulation o AARP, The Magazine o AARP Bulletin o The Costco Connection o Game Informer o Better Homes & Gardens o Readers Digest o Good Housekeeping o National Geographic o Family Circle o People Parade newspaper insert

o Inserted in 600 Sunday newspapers o Readership is 63 million o 53% female; 47% male o Most widely read magazine in America The Publishers Decision o Seek a broad, general readership o More eyes for advertiser messages o Cost per thousand is attractive to advertisers Seek a well-defined, targeted readership o Qualified prospects for advertiser messages o CPM (Cost per thousand) higher; targeted message = greater return Magazine Innovations o Investigative reporting muckraking READ o Personality profiles: New Yorker to Playboy The Q & A interviews Abbreviated 10 Questions Q & A o Photo Journalism: Harpers in the Civil War, National Geographic at the turn of the century, Life and Look in the

30s; Today? Non-Newsrack Magazines o These outnumber consumer mags and include those available only to subscribers o Sponsored mags: AARP, National Geographic o Trade journals: aimed at those in specific fields, professions, e.g. Billboard, Hardware Age, Progressive Grocer o House Magazines: Aimed at primarily internal audiences Conclusion The largest category of books involves textbooks Publishing is very risky most books do not make money Trade books are overwhelmingly populist not elitist What about e-books? Growth

9/4/2013 4:10:00 PM Recordings In past times, music was for special events; since the advent of small personal music players, music is everywhere, all the time. o In 2004, the U.S., the recording industry was estimated at $12.9 billion ($33.6 billion worldwide) Actual music sales $4.9 billion in U.S. ($18.4 world) The rest is T-shirts, magazines, fees to radio, TV, etc. o The 4 major recording companies have 84% of the US market, and 75% of the international market Universal, Sony BMG, EMI, Warner Music o The Indies come up with innovation, then get bought up by the majors Sound Technology o Recording formats have changed significantly, since Thomas Edison introduced recording on foil-covered cylinders in 1877 o When media technology changed, the old media adapted and found ways to co-exist Edisons talking machine, the phonograph, invented in 1877: to write sound o His system involved a cylinder wrapped in tin foil, a vibrating needle and diaphragm and someone yelling into a large metal funnel o To play back Innovations o You couldnt reproduce Edisons cylinders o 1887: Emile Berliner came up with sturdy metal discs. Molds Regulatory Pressures o Objectionable lyrics catch the attention of the public and government o Parental Content Warning Labeling is an industry response to quell criticism o Question of artistic freedom vs. societal responsibility. o Populists win this battle; freedom trumps societal influence

Music

10/2/13 MOTION MEDIA

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Motion Media Motion Pictures o The experience of watching a movie uninterrupted in a darkened theater has moved people since the earliest days of the medium. Movies have a special power among the mass media. o Suspension of disbelief know its fake but pretend theyre there. Characteristics of Film o More intense than any other medium when watched as intended in a theater. o Its not the movie itself its the exclusion of the outside world, concentrated attention on the film in front of the audience. o A measure of sensory deprivation. o Movies create an impression of reality Cultural influence of film o Incredible societal influence historically o Sociologist Norman Denzin says movies romanticized drinking o o o Film o in the early years. People think society is more violent than it is because of movie portrayals. Movies corrupt the morals of the young and glamorize deviant behavior. There is a clear influence between movies and changes in our society and its people. technology Movies are based on the same technology as photography:

Edisons movies, Eastmans film o 1727: Light causes silver nitrate to darken o Persistence of vision: this has NOTHING to do with hypnosis or darkened theaters or motion Our brain can only process things so quickly. When you look away your brain holds the image Technology

o 1888: William Dickson of Thomas Edisons labs figured out how to get a camera to capture 16 images per second. Still photography moved to motion photography motion pictures. o Edisons Old time movies o The Kinetescope o The Sneeze 1894 Thomas Edison Labs (first film) Digital Cinema o The next step? Digital development of pictures and then the digital projection of those movies is replacing the literal films of today. o Movie attendance is dramatically falling especially among young men. o DVDs and video games are replacing theater movie attendance significantly in recent years. The Movie Industry o Three main components Production: 90% of U.S. movie revenue comes from six major studios: Columbia, Paramount, 20th Century Fox, Universal, Disney and Warner Distribution: Mostly by the big studios, this involves booking movies into theaters Exhibition: revenues are box office o Concessions are a major source of movie revenue for the exhibitor. o They share ticket revenue with film-makers and distributors. o They get to keep most or al concessions $. About exhibitors o Multiplex theaters have replaced individual movie houses and palaces. Its cheaper to have many screens but only one ticket seller, refreshment stand, heating/ventilation system, parking lot: economy of scale. o Multiplex theaters were first established in Europe, but are the rule in the U.S. today. Movie Economics

o Six companies dominate the industry, but pick up projects from independent producers and capitalize on other enterprises. o Major studios finance some movies and use the money they make to produce more. o Investor groups and banks are becoming more prevalent, however. This involves risk sharing. o Independent producers, e.g. Mel Gibsons Passion of the Christ, go around big studios. o After-markets are an important source of movie revenue HBO/Showtime buy films to show on cable, foreign release Product Placement o A promotional tactic: a real product is placed in the media in exchange for some value. o Relatively new, since 1980s. o 1982: E.T. The Extraterrestrial and Reeses Pieces Spielberg originally wanted M&Ms Reeses Pieces sales went up 65-80% o Cars in action films, Gatorade in sports films o Now in TV shows, live sports, video games, CDs The Decline o Movie ticket sales peaked at 90 million a week in 1946 when the population was half what it is now. o TV cut into movies. People could stay at home and see the world for free after the cost of the set o Movies tried things TV couldnt: color spectaculars with huge casts, 3-D, Smell-o-Vision, special effects, controversial subjects, sex, etc. o Important note: TV moved to catch up with what movies could do with controversial subjects, language, sex. o Then movies upped the ante again. o TV responded. o A cycle of escalation of the populist at the expense of the elitist with dramatic effect on society and values. The content competition continues Movies and Morality

o Ongoing concern throughout the history of film. o The Hays Commission: guaranteed standards of content that protected the movie industry from these concerns for decades. This was an effort BY THE MOVIE INDUSTRY to fend off censorship by the government. Evaluating Movies o Box office success doesnt necessarily equate to critical success. Titanic had wonderful special effects; critics thought the films story trite. o Reviews can be helpful to the consumer. o Shop for reviewers free of bias; today, that is difficult. Some Magic Numbers o 1877: Eadweard Muybridge demonstrated with 24 cameras and trip-wires that a horse did, indeed, have all feet off the ground at times when galloping. When flipping those photos, you had motion pictures. Television o No medium in America has had a more powerful effect on society than television. It is our constant companion and not necessarily a positive influence. Cumulative Effects Theory o Exposure to messages and images over and over again, has a profound influence on how we see the world. This influence is not immediate; it is incremental and it is powerful. Influence of Television o Cultural impact: TV is on an average of 7 hours a day in each U.S. household o TV draws people from other activities: reading, recreation, sports, hobbies, family, social groups and studying? o When people had only one TV per household, the family go together to watch

Motion Pictures

The experience of watching a movie uninterrupted in a darkened theater has moved people since the earliest days of the medium. Movies have a special power among the mass media. Suspension of disbelief: the willingness of a reader or viewer to accept the premises of a work of fiction, no matter how fantastic or impossible. The audience may accept limitations and sacrifice realism and logic, for the purposes of enjoying the work as entertainment. Characteristics of Film More intense than any other medium when watched as intended Cultural in a theater Its not the movie itself its the exclusion of the outside world, concentrated attention on the film in front of the audience. A measure of sensory deprivation. Movies create an impression of reality that most often is not at all real. Influence of Film Incredible societal influence historically Sociologist Norman Denzin says movies romanticized drinking in the

early years People think society is more violent than it is because of movie portrayals. Movies corrupt the morals of the young and glamorize deviant behavior There is a clear influence between movies and changes in our society and its people. Film Technology Movies are based on the same technology as photography: Edisons movies, Eastmans film 1727: Light causes silver nitrate to darken. Persistence of vision: This has NOTHING to do with hypnosis of darkened theaters or motion It has to do with physiology: The human eye retains an image for a fraction of a second so it sees individual frames as being continuous motion. Technology

1888: William Dickson of Thomas Edisons labs figured out how to get a camera to capture 16 images per second. Still photography moved to motion photography motion pictures. Edisons movies were viewed by looking into a box a peep show. The Lumiere brothers in France invented the projection of motion pictures the first movie house in 1895. Old-Time Movies The Kinetescope Digita Cinema The next step? Digital development of pictures and then the digital projection of those movies is replacing the literal films of today. Movie attendance is dramatically falling especially among young men. DVDs and video games are replacing theater movie attendance significantly in recent years. The Movie Industry Three main components: o Production: 90% of U.S. movie revenue comes from six major studios: Columbia, Paramount, 20th Century Fox, Universal, Disney and Warner. o Distribution: Mostly by the big studios, this involves booking movies into theaters. o Exhibition: revenues are box office, shared between exhibitor and distributor. The distributor often gets up to 90% of revenues after the first week. Concessions are a major source of movie revenue for the exhibitor. They share ticket revenue with film-makers and distributors but get to keep most or all concessions $.

About Exhibitors Multiplex theaters have replaced individual movie houses and palaces. Its cheaper to have many screens but only one ticket seller, refreshment stand, heating/ventilation system, parking lot: economy of scale. Multiplex theaters were first established in Europe, but are the rule in the U.S. today. Movie Economics

Six companies dominate the industry, but pick up projects from independent producers and capitalize on other enterprises. Major studios finance some movies and use the money they make to produce more. Investor groups and banks are becoming more prevalent, however. This involves risk sharing. Independent producers, e.g. Mel gibsons Passion of the Christ, go around big studios. After-markets are an important source of movie revenue HBO/Showtime buy films to show on cable, foreign release, home video and DVD market. Auxiliary enterprises: use of character, themes Star Wars toys, Burger King toys, music soundtracks, product placement and the new one, product integration Placement A promotional tactic: a real product is placed in the media in exchange for some value Relatively new, since 1980s 1982: E.T. The Extraterrestrial and Reeses Pieces Spielberg

Product

originally wanted M&Ms Reeses Pieces sales went up 65-80% Cars in action films, Gatorade in sports films Now in TV shows, live sports, video games, CDs The Decline Movie ticket sales peaked at 90 million a week in 1946 when the population was half what it is now. TV cut into movies. People could stay at home and see the world for free after the cost of the set. Movies tried things TV couldnt: color spectaculars with huge casts, 3-D, Smell-o-Vision, special effects, controversial subjects, sex, etc. 1985: shift toward younger people. Today movies are made primarily for those 12-24. Blockbusters have to attract much larger age groups. The most profitable movies today are primarily animated children go with parents multiple times.

Today, only about 16 million people go the the movies each week despite having a population nearly twice that of 1946 a 350% decline. Important note: TV moved to catch up with what movies could do with controversial subjects, language, sex. Then movies upped the ante again. TV responded. A cycle of escalation of the populist at the expense of the elitist with dramatic effect on society and values. The content competition continues

Melding Media To help counter the box office slide, studios shifted their production from movies to TV. Today, studios make $54 billion a year in producing programs for TV. The majority of studio production today is for television fare. Movies and Morality Ongoing concern throughout the history of film. The Hays Commission: guaranteed standards of content that protected the movie industry from these concerns for decades. This was an effort BY THE MOVIE INDUSTRY to fend off censorship by the government. The movie rating code system is another effort BY THE INDUSTRY to appear to be doing something to control who sees what in the movies. It has failed miserably as you know. Evaluating Movies Box office success doesnt necessarily equate to critical success. Titanic had wonderful special effects; critics thought the films story trite. Reviews can be helpful to the consumer Shop for reviewers free of bias; today, that is difficult. Be an informed consumer of films and understand their profound effect on you, our society and, in the relatively near future, the next generation for which you will be parents. Some Magic Numbers 1877: Eadweard Muybridge demonstrated with 24 cameras and trip-wires that a horse did indeed have all feet off the ground at

times when galloping. When flipping those photos, you had motion pictures. 4000 drive-in theaters at their peak. 20,000 theaters in the early 1940s. Television No medium in America has had a more powerful effect on society than television. It is our constant companion and not necessarily a positive influence. Cumulative Effects Theory Exposure to messages and images over and over again, has a profound influence on how we see the world. This influence is not immediate; it is incremental and it is powerful. Influence of Television Cultural impact: TV is on an average of 7 hours a day in each U.S. household. TV draws people from other activities: reading, recreation, sports, hobbies, family, social groups and studying? When people had only one TV per household, the family got together to watch just as they had done earlier to listen to the one radio in the parlor. As televisions proliferated, it took family members away from each other as they watched different programs. Now, 25 years later, research is just becoming available on the possible child developmental damage done by educational TV programs like Sesame Street. Economic: nearly 25% of all advertising is spent on TV TV has influence other media: books, newspapers and magazines have been abandoned to a great extent to TV viewing.

Recordings: could not be successful without the music video today. Movies: the arms race continues over content exclusivity. Radio: programs all shifted to TV and radio was left with music and talk. TV Technology In the 1920s, farm boy Philo Farnsworth came up with the idea of electronic scanning.

At age 21, he showed the first images in 1927 via a tube he called the image dissector to pick up images and display them electronically on a screen, line after line. Competitor, RCAs Vladimir Zworykin came up with the Iconoscope, said he invented TV. Farnsworth wins a lawsuit to claim of being first. Zworykin had visited Farnsworths lab in the 1920s and could have easily seen his earlier work. How does it work? Camera picks up light reflected off a moving subject and converts the light to electrons. Electrons zapped one at a time across stacked horizontal lines on a screen. The electrons follow each other back and forth so fast viewers dont notice it and perceive it as a continuous picture in motion. (Persistence of vision) FCC Standardized TV technology in 1952. In 1997, finally, decided on digital and HDTV, years after Japan and Europe had analog HDTV.

Delivery of TV Over-air: leaders of early TV mostly former radio execs thought Radio with pictures. It would have been easier/cheaper to have started with (coaxial) cable at the beginning of TV. It wasnt until the 1970s that cable became generally available. 1994: Direct broadcast satellite TV by Stan Hubbard, Minneapolis; Murdochs king today. Structure of TV Cable Dual national system: FCC used radio as a guide. Localism rules. Federal regulation & corporate, for-profit corporations. Affiliates and networks: just as with radio, networks developed and locals became affiliates. Three networks: CBS, NBC, ABC, dominated until the 1980s; then came Fox, UPN and WB Cable: changed everything in the 1970s.

Early TV execs, with a background in radio, thought in terms of broadcast towers and reception by antenna. Millions, outside the range of the tower, could not get TV. Cable solved that starting in the 1970s with CATV entrepreneurs. Gerald Levin: HBO went from pay-per-view to pay-per-month in 1975. Turner takes WTBC to a super-station nationwide via satellite. Cable grabbed it. Cable goes after advertisers. Entertainment Video versions of popular radio programs of the past, mostly live comedy & variety 1951: I Love Lucy. Hollywood goes TV with the filming of shows. Filming, editing made reruns possible and Lucy and Desi rich.

TV News From the iconic Dave Garroway on the first Today Show, to Katie Couric at CBS News, a transition form news to Infotainment, magazines and 24-hour news with Fox driving content and style. The Future? TV on your computer, PDA, cellphone? 72-inch pictures or 1.75-inch screens of live TV or podcast playback? The issue of media melding will become even more important in the years ahead. Some wont survive.

10/9/13 THE INTERNET-NEW MEDIA

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The Internet-New Media The latest, the eighth, mass medium is the first to non-linear there is no clear-cut start, middle and end. All the other media are basically linear. Books, newspapers, magazines, recordings, film, radio, TV, internet The Internet Internet emerged in the mid-1990s It is the eighth mass medium Network of telephone and cable lines and satellite links that connect computers. It is non-linear Non-Linear? Books Linear- beginning middle end Magazines mostly linear: cover, inside Sound recordings? Linear: beginning, end Newspapers: Mostly linear cover, inside Movies: linear TV Shows: Linear Radio: shows are linear, songs within music radio are linear, etc. A Huge People might get to your site from a link that takes them to what was Page 12 when you designed the site. You might have wanted them to read material on previous pages. Change Linear: Messages go point A to Point B book, newspaper story, television program. Sender controls message Mass communication: messages go from centralized Point A to a number of Points B. Sender controls message. Internet communication: Receiver controls message.

Scope of Internet Every major mass media company today has a web product So have most businesses and millions of individuals. U.S. Internet users: 200 million + Billions in advertising dollars each year. History Internet dates to 1969 and defense communication system called ARPAnet.

 ARPAnet in 1976 Father of the Internet? Vint Cerf created the coding that allowed computers to talk to each other over phone lines. 1974 article; 1982 reality. Leonard Kleinrock, UCLA Prof, invented packet-switching: chunks of data from multiple sources travel via lines (phone) Oversaw transmission of the first Internet message from UCLA to Stanford in 1969 Tim Berners- Lee invented the World Wide Web in 1989 system for scientists to tap into each other information on the network; 1992 reality. Tim Berners-Lee Devised an addressing system using universal resource locators (URLs) Invented the language for displaying and accessing information on sites on the Internet (HTML) Invented the protocol that allows computers to connect to read internet files (HTTP) Browsers Geeks understood the early Web and used it, but in 1993 Marc Andreessen develop Mosaic the first browser to enable average folks to navigate the Internet. Then he developed Netscape to connect MS Windows, Apple OS and Unix. Today: Internet Explorer, Safari, Firefox Other browser software: Chrome, Opera, OmniWeb, Sea Monkey, Flock, Camino, etc. Marketing Blunder Steve Jobs begins Apple, invents the Apple operating system Bill Gates begins Microsoft, invents Windows operating system Jobs says Apple OS only available to those who buy Apple computers Gates makes Windows available to any computer-maker for a licensing fee in 2005 Microsoft computers: 95.8% of the computer market worldwide (now around 77%)

Sending Data Bandwidth: capacity required to transmit information (data) Bandwidth requirements have been increasing dramatically in a limited system. Fiber-optic cable : 1960s, speed of light Multiplexing: messages broken into bits for transmission quickest way and reassembled Compression: screening non-essential parts of messages to use less bandwidth Streaming: segments stored on your computer for replay even before the rest of the message is received. Internet Business Started out advertising-free Like other media, soon learned where the money is Dot-Com folly of the 90s Lack of good internet tracking, a ratings system. Media melding means uncertain future Credibility Accuracy and credibility questionable Users absolutely have to be discerning Availability of new media has increased publics access to information alternatives Three networks, handful of big newspapers dont control the public agendas any longer Blogs: Drudge Report, Huffington Post, etc. The future Who knows? You will determine that as mass communication professionals and consumers Media melding Technological convergence Privacy/security a continuing concern Cyberpornography is a small part of the Internet (one half of one percent of online files). Child protection remains an issue, however. Access remains an issue The Digital Divide

Chapter 8: News

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What is News? Current, important, interesting, unexpected It is influenced or manufactured by a variety of other people It is relative on any given day It concentrates on the negative It is increasingly audience-driven economically. It is increasingly being tuned out by younger Americans. Top Five News Sites The top 5 sites identified by Americans 18-26 as their main source for news are: o The Daily Show o Tonight Show with Jay Leno o Late Show with David Letterman o The Conan OBrien Show o The Colbert Report News: Two Primary Functions Agenda-setting: identifying which stories will be covered, and which ones wont. Being covered defines that story as newsworthy for Americans. Framing: what is included in the story, and whats left out; shapes what Americans know about issues. The less diversity of sources, the less likely Americans get diverse perspectives. Until recently, primarily three TV networks and a handful Historical Development The penny press brought newspapers to the masses in the early 19th century. They aided in assimilation of immigrants. Then sections emergedand editorial pages to contribute to view of impartiality. Objectivity Then and Now We know of the Partisan Period from our earlier study. We know of abuses in the Yellow Journalism era. Associated Press in 1840s marked era of objectivity. News for variety of papers meant it could not be slanted and sell. The neo-partisan period seems to have begun Pulitzer and Hearst

Sensationalism and Yellow Journalism: William Randolph Hearst, Joseph Pulitzer Color comics: the Yellow Kid, an 1890s version of South Park, stolen by Hearst Muckrakers President Teddy Roosevelt coined the term Investigative reporting is born A badge of honor, but good investigative reporting and bad just like today. Many reported for magazines but newspapers had their share Investigative reporting took time, if it was to be accurate and socially meaningful The Rise of Electronic News Golden Age of newspapers, 1920s, declines with growth of radio. As we saw in an earlier chapter, radio news was brief; primarily entertainment medium. TV emerges in 40s and 50s; news still brief Meet the Press, started in 1947, still on today Edward R. Murrow: radio and TV news icon News programs increase; cable, all-news channels, emerge and succeed Foundations of Journalism Gathering factual information to provide an informed electorate Fair agendizing and framing is critical to an effective democracy 1947 Hutchins Commission: publics right to information that affects them and media responsibility to provide news fairly and in a balanced way. More Foundational Issues Separation of editorial from business operations Concern: breaking down in recent years Objectivity replaced by fair and balanced; that leaves room for interpretation, analysis and context Some argue thats a cover for reporter bias and promoting an agenda

Agendizing: Pew Center and People & Press research shows changes: government and public affairs take a back seat, less coverage in media Agendizing: what media report defines whats important. Users Seek Alternatives Alternatives available thanks to cable. Internet changes mass comm, news forever. Bloggers: are they journalists and is what they do the new journalism? Does it matter as long as you determine credibility? Bloggers, cable or mainstream Opinion As News Heres a hint: Jon Stewart isnt news; but neither is Bill OReilly, Keith Olberman, Joe Scarborough, etc.; they just deal with issues of the day News magazine shows emerge entertainment and talk develop as new elements of whats news today. Memorable News Images What o o o o o o makes a news photograph memorable? Human involvement Drama Emotion Implied movement Clear focus on the main idea Well composed Framing, reading lines, draw attention Distractions in background?

What Can You Do in Journalism? Specialization: o Business and Financial o Arts and Entertainment o Sports o Health and Medical o Science and Technology o Environmental

o Political and Government o Crime and Police Breaking Tradition New Journalism: blurring fiction and fact? Narrative inviting opinion? (reader comments) Literary Journalism: immersive, story-telling vs. the inverted pyramid. Alternative Journalism: personal, individual point of view. Opinion or bias? Advocacy: political and social reform Civic Journalism: expanding on the watchdog role. Pre-judging the correct policies? The Future Inevitable, swift media melding. Journalism, in one form or another, will always be there. Demand for information Greater options for users, selectivity by users Changing content appearance, ways of gathering and presenting news and other information. Greater emphasis on entertainment.

CHAPTER 9 NOTES

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Entertainment The prevalence of media in our lives today and fragmentation of media channels have placed greater demands on different media formats to get our attention Some modern journalist have been accused of concentrating too much on entertaining the public at the expense of the public service mission to inform citizens of important issues and news. Despite what seem like incredibly busy schedules, people today have more leisure time than ever. Functions of Entertainment To entertain Cultural transmission o A societys dominant cultural values are transmitted to the public through mass media Mobilization o Entertainment can also mobilize the public to action, although often not in a positive way Mobilization Examples 1992 Rodney King Riots in Los Angeles o 4 police offices accused in the videotaped beating of black motorist Rodney King acquitted. o Media covered the story and played the tape repeatedly o Racial tensions and unrest boiled over resulting in looting, assault, arson and murder o 53 people died and more than 2000 injured during the 5-7 days of the riots. NBA Championship Riots o Media covers the big game; the celebration afterwards o o o 1938 outside the venue 1990: Victory celebration in Detroit degenerated into a riot that left 7 dead. 1993: 3 people died during victory celebration in Chicago following the Bulls NBA victory 2000: Lakers win Championship riot Orson Welles: War of the Worlds

o Oct. 30, 1938, Mercury Theatre of The Air, Performance of radio plays o Play sounds like a news broadcast describing an invasion from Mars. o Music interrupted with a fake news about a flaming object landed on a farm in N.J. o Broadcast said it was a radio play, but audience may have missed the explanation at the beginning; 40 minutes later. o Mass hysteria, people on East Coast clogging highways, real news reports of the reaction, etc. Entertainment Media In 1999, a typical child in the U.S. spent an average of 5.5 hours a day 38 hours a week- consuming various media Almost half that time was spent watching TV. The 1950s: The Golden Age of TV o Emergence of innovative programming o Tremendous growth in variety of programs o Technical improvements abound o Debut of cable TV The 1960s: The Birth of PBS o 1969 PBS goes on air o Sesame Street debuts in November 1969 o PBS is private, not-for-profit corporation owned by its member stations o 2001: PBS has 350 member TV stations o PBS depends on federal appropriation, corporate sponsorships, underwriting (advertising) and private viewer contributions The 1970s: Pushing the Envelope o Significant program development o Movie of the Week, Mini-series, crime dramas, youth-oriented prime time shows o All In the Family with Archie Bunker The 1980s: MTV Generation o MTV debuts in 1981 o Used to play music

Today: Cable Gets Respect o Increased audience fragmentation o More quality programming o More bland, or crappy, programming o Corporate culture in TV is risk-averse, not innovative, copying, re-using, formulas, etc. Changes in Programming Some programming endures o Variety shows (Tonight Show, Late Show, etc.) o Evening News o Face The Nation Some programming is changing o Soap operas o Quiz shows o Daytime talk shows o Court TV shows Other Entertainment Issues Questionable Programming o Jerry Springer, Bill Mahers Politically Incorrect, Jackass, WifeSwap, Temptation Island, Jersey Shore, Ice Loves Coco, Honey Boo-Boo ? etc. o Sports Football, Soccer, Wrestling, NASCAR o Movies Not dead, box-office receipts up Social activity 40 and over are the largest movie-goers Teens attend movies more frequently Videotapes and DVDs o More than 90 percent of US Homes have DVD players o What about TIVO, DVR, DVD-Recorders, etc. Video Games o How much time do you spend a day playing video games? o On-line content for console game Borderlands, Call of Duty, Halo, etc. o MMOG: Massively Multiplayer Online Games

 Skyrim Entertainment Ethics Because of the pervasive and important role of entertainment, media entertainment companies consider: o Stereotypical Portrayals o Sexual and violent themes o Appropriate content for youthful viewers o Content ratings systems o Viewer-listener-user ratings and advertising o Conglomeration and diversity; audience service o Manipulation of reality (special effects) Ethic Issues Does repeated viewing of certain ethnic groups or minorities in a bad light or stereotypical Bad roles cause an unconscious shift in viewer attitudes? Does repeated portrayals of sex and violence influence behavior? Does sex sell? Industry self-regulation o Responsible self-discipline o Improves reputation o Reduces unwanted government regulation Does Television Cause Violence? 1982 Study by National Institute of Mental Health 10 years & 2500 individual studies collated; o A direct correlation exists between televised violence and aggressive behavior, yet there is no way to predict who will be affected and why. o Heavy television viewers are more fearful, less trusting and more apprehensive than light viewers. o Children who watch pro social programs such as Sesame Street tend to act more socially Does the FCC Censor TV Content? NO Frequently fine networks and licensees after indecent material has aired o Nudity

o References to sexual or excretory functions Dependent on viewer complaints