The document discusses several trends in modern media including demassification, deregulation, convergence, and commercialization. Media have moved from a social responsibility model to a profit-driven model focused on selling audiences to advertisers. This has led to audience fragmentation, less meaningful content, and media controlled by a small number of large corporations prioritizing profits over public interests.

1. http://people.uncw.edu/bolducw/COM%20160%20Medi
a%20Lit/Powerpoints/1.%20Trends%20PPT.ppt

2. Creation and
Regulation of
Electronic Media in
the 1920s
Trusteeship (Social
Responsibility)
Theory - underlying
principles

3. 1. Demassification
narrower audience and
content focus
Audience Fragmentation
“Less” mass audiences
Focused content

4. 2. Deregulation
Reduced government
control & oversight
regarding content,
ownership, etc…
“Different” regulation,
say critics, in favor of
media elite

5. 3. Convergence
Media overlap in form &
content.
Brands available in
multiple media.
TV, magazine, web,
radio…
ESPN brand: TV
(4+channels, mag., radio,
web, movies)

6. 4. Conglomerization
Media properties part of
large international
corporations
Link to diagram

7. 5. Consolidation - fewer owners
Oligopoly
Few companies control industry
Dominant media ownership model
Monopoly
One company controls market or industry

8. 6. Commodification &
(Hyper-)Commercialization
All content is a brand to be sold
Sole purpose to make profit off of
products sold
Everything is a brand
Examples: Extreme Make-over:
Home Edition; 40-Year Old…

9. 7. Globalization
Media corporations globalized.
Messages and ownership cross
borders
US exports most
entertainment/news media in
the world
We are influenced also, but we
can pick and choose most
marketable programs (BBC)

10.  Globalization affecting media everywhere
 Democratic media obliterate borders
 Small media & web enable democratization (also subversive
communication)
 Rich countries dominate industry
 Fear loss of national sovereignty

11. 1. State-run (Government Ownership)
Media are a tool of the state.
Typical of dictatorships & communist countries.
Soviet model, North Korea, Cuba

12. 2. Authoritarian model
Generally free market economic model (advertising)
Tight government control over content, sedition illegal
Journalism a risky career
Typical in dictatorships (Iraq under Saddam)

13. 3. Libertarian
U.S. model (generally)
Great freedom of speech, right to criticize government
Funded mainly through advertising
True libertarian model is rare

14. 4. State-funded Independent
Independent of government but funded through taxes (CBC, BBC,
PBS)
Free to report, criticize government

15. 5. Mixed Model
Some government control
Some level of freedom
Some advertising economic support
Some government economic support
China, US, Britain

16. Oligopolistic corporate owned
Larger, less connected w/audience
Profit, stockholder satisfaction are primary goal
Demassification of audiences and messages
Less regulation regarding content and ownershi
Little to no social responsibility

17. 1. You are a demographic to be sold.
2. They want you to believe they have your best
heart.
3. They are shirking their social responsibility.
4. Consumption rules. Media corps and advertis
your money and brand loyalty.
5. You are a consumer, not a citizen.
6. They are earning a great deal of money via it

18. Are you/we being used?
By whom? Who are the communicators?
To what end?
What are some legitimate responses to the
current media environment?
What are the implications of NO response?

19.  Roman satirist in
the time of Caesar
Augustus Juvenal
wrote of “bread and
circuses.”

20.  Murray Sperber of
Indiana U. wrote of
“beer & circus”
 Original reference
was to college
athletics but also
applies to modern
media

21. Awareness of impact of media
Understanding of the mass communication
process
Strategies for analyzing and discussing media
messages
Understanding media content as a text that
provides insight into our culture

22. Enjoy, understand and appreciate media
content
Understanding of ethical and moral
obligations of media practitioners
Development of appropriate and effective
production skills

23. Knowledge of genre conventions - ability to
deconstruct them
Respect power of media
Ability to think critically about media
messages - regardless of source (credible or
not)
Knowledge of the “internal language”
(production values) and conventions of various
media
Heighten expectations

24. Link to course home page.
Media Literacy Link

25.  Marketplace vs. Trusteeship (Social Responsibility)
 Status Conferral and Agenda Setting
 Audience Effects? Socialization cues?
 View of the mass audience?