The document discusses the theory of agenda setting, which posits that mass media is highly successful at telling people what to think about rather than what to think. It provides statistics on media consumption and discusses how media industries are largely profit-driven and owned by corporations. The mass media plays a role in shaping societal attitudes and priorities through agenda setting.

1. Theory of Agenda SettingTheory of Agenda Setting
““Here may lie the most important effect ofHere may lie the most important effect of
mass communication, its ability to mentallymass communication, its ability to mentally
order and organize our world for us. Inorder and organize our world for us. In
short, the mass media may not beshort, the mass media may not be
successful in telling us what to think, butsuccessful in telling us what to think, but
they are stunningly successful in telling usthey are stunningly successful in telling us
what to think about."what to think about."
— Donald Shaw &— Donald Shaw &
Maxwell McCombs,Maxwell McCombs,
19771977

2. Does the MediaDoes the Media
Dominate Your Life?Dominate Your Life?

3. Mass CommunicationMass Communication
 Communication from one person or groupCommunication from one person or group
of persons through a transmitting deviceof persons through a transmitting device
(medium) to large audiences or markets.(medium) to large audiences or markets.

4. Communication ModelCommunication Model

5. The Communication ProcessThe Communication Process
 Sender (Source) (e.g. local cableSender (Source) (e.g. local cable
company/satellite company)company/satellite company)
 Receiver (You)Receiver (You)
 Message (e.g. “CSI Miami”)Message (e.g. “CSI Miami”)
 Channel/Medium (e.g. Your television set)Channel/Medium (e.g. Your television set)
 Feedback (e.g. Nielsen Ratings)Feedback (e.g. Nielsen Ratings)

6. 3 Characteristics of Mass3 Characteristics of Mass
CommComm
Message is:Message is:
1.1. Sent out on some mass commSent out on some mass comm systemsystem
(e.g. internet, print, broadcast)(e.g. internet, print, broadcast)
2.2. DeliveredDelivered rapidlyrapidly
3.3. ReachesReaches largelarge groups simultaneouslygroups simultaneously

7. Average Number of Hours EachAverage Number of Hours Each
Person Spends Using EachPerson Spends Using Each
MediumMedium
 Washington Post reported in 2011 that theWashington Post reported in 2011 that the
average American spends 8 hours and 50average American spends 8 hours and 50
minutes a day consuming media (in 2011minutes a day consuming media (in 2011
it was 6 hours and 50 minutes)it was 6 hours and 50 minutes)
Arbitron/Edison Media ResearchArbitron/Edison Media Research

8. Mass Media IndustriesMass Media Industries
 BooksBooks
 NewspapersNewspapers
 MagazinesMagazines
 RecordingsRecordings
 RadioRadio
 MoviesMovies
 TelevisionTelevision
 New Media (Internet)New Media (Internet)

9. Media is Profit-CenteredMedia is Profit-Centered
 $276 Billion$276 Billion
 Entertainment Media=movies, video games & recordingsEntertainment Media=movies, video games & recordings
 Atlantic Cape’s Budget: $35 MillionAtlantic Cape’s Budget: $35 Million

13. 3 Vital Mass Media Concepts3 Vital Mass Media Concepts
Profit-Centered BusinessesProfit-Centered Businesses
Technology changes the way massTechnology changes the way mass
media is delivered and consumedmedia is delivered and consumed
Both reflect and affect politics,Both reflect and affect politics,
society, and culture.society, and culture.

14. Media is Owned byMedia is Owned by
CorporationsCorporations
 These are vast businesses.These are vast businesses.
 Small number of companies control most media.Small number of companies control most media.
 The Press of Atlantic CityThe Press of Atlantic City appears to be familyappears to be family
owned, but it actually is owned by Abarta (basedowned, but it actually is owned by Abarta (based
in Pittsburgh). 6in Pittsburgh). 6thth
largest newspaper in the state.largest newspaper in the state.
Circulation: 72,450 daily and 89,014 on Sunday.Circulation: 72,450 daily and 89,014 on Sunday.
Up for saleUp for sale..
 The Vineland Times JournalThe Vineland Times Journal is owned byis owned by
Gannett. The company's 90 daily newspapersGannett. The company's 90 daily newspapers
have a combined daily circulation of 7.3 million.have a combined daily circulation of 7.3 million.

15. Time WarnerTime Warner
 2011 revenues:2011 revenues: $28.9 billion$28.9 billion
Largest media conglomerate in the worldLargest media conglomerate in the world
 Holdings includeHoldings include
 The CW Television Network, CNN, HBO, Cinemax,The CW Television Network, CNN, HBO, Cinemax,
Cartoon Network, TBS, TNTCartoon Network, TBS, TNT
 DC Comics, NASCAR.com, Warner Bros. Pictures, NewDC Comics, NASCAR.com, Warner Bros. Pictures, New
Line CinemaLine Cinema
 150 magazines such as Time, Cooking Light, Marie150 magazines such as Time, Cooking Light, Marie
Claire and People.Claire and People.
 22ndnd
largest media and entertainment conglomerate in thelargest media and entertainment conglomerate in the
worldworld

16.  2011 revenues:2011 revenues: $40.89 billion$40.89 billion
Holdings:Holdings:
 ABC Television NetworkABC Television Network
 Numerous cable networks including ESPN, TheNumerous cable networks including ESPN, The
Disney Channel, SOAPnet, A&E and LifetimeDisney Channel, SOAPnet, A&E and Lifetime
 71 radio and 10 television stations71 radio and 10 television stations
 Music and book publishing companiesMusic and book publishing companies
 Production companies such as Touchstone,Production companies such as Touchstone,
Miramax and Walt Disney PicturesMiramax and Walt Disney Pictures
 Six theme parks around the world.Six theme parks around the world.
 Largest media conglomerate in the world.Largest media conglomerate in the world.

17. Comcast Merges withComcast Merges with
NBC UniversalNBC Universal
 Approved by US Justice Department andApproved by US Justice Department and
FCC on January 18, 2011FCC on January 18, 2011
 Many conditions on the mergerMany conditions on the merger
 Took a year to approveTook a year to approve
 Comcast gets 51% stake on NBCComcast gets 51% stake on NBC
Universal, creating a $30 Billion businessUniversal, creating a $30 Billion business

18.  2011 Revenue:2011 Revenue: $55 Billion$55 Billion
 Largest cable provider in the US: 23.2 millionLargest cable provider in the US: 23.2 million
cable subscriberscable subscribers
 100,000 employees100,000 employees
 NBC-Universal (GE owns 49%)NBC-Universal (GE owns 49%)
 Universal Parks & ResortsUniversal Parks & Resorts
 Universal Pictures and Focus FeaturesUniversal Pictures and Focus Features
 30 television stations in the U.S30 television stations in the U.S

19.  Owns Cable networks such as MSNBC,Owns Cable networks such as MSNBC,
Bravo, Sci Fi Channel, Style, E! and NBCBravo, Sci Fi Channel, Style, E! and NBC
Sports Network.Sports Network.
 Headquartered in PhiladelphiaHeadquartered in Philadelphia
 Comcast Sports NetworksComcast Sports Networks
 Owns Philadelphia FlyersOwns Philadelphia Flyers
 Runs 60 other venuesRuns 60 other venues

20. Most Valuable CompanyMost Valuable Company
in the Worldin the World
 Apple is worth approximately $600 BillionApple is worth approximately $600 Billion
 Revenue 2011= $108.2 BillionRevenue 2011= $108.2 Billion

21. Types of OwnershipTypes of Ownership
 Chains—companies that own multipleChains—companies that own multiple
newspapers.newspapers.
 Largest:Largest:
 90 newspapers including90 newspapers including USA TodayUSA Today
 2011 Revenue: $5.4 Billion2011 Revenue: $5.4 Billion
 Asbury Park Press, Vineland Times-Journal,Asbury Park Press, Vineland Times-Journal,
Wilmington News JournalWilmington News Journal
 Owns 19 TV/Radio stations tooOwns 19 TV/Radio stations too

22. Types of OwnershipTypes of Ownership
 Broadcast Networks—a collection of radioBroadcast Networks—a collection of radio
or television stations that offers programsor television stations that offers programs
during designated times.during designated times.

23.  FCC regulates broadcast networksFCC regulates broadcast networks
 Julius Genachowski is chair of the FCCJulius Genachowski is chair of the FCC
 Deregulation began in 1980Deregulation began in 1980

24. AffiliatesAffiliates
 Stations that use network programmingStations that use network programming
but are owned by companies other thanbut are owned by companies other than
the networks.the networks.

25. Types of OwnershipTypes of Ownership
 Cross-Media Ownership—companies thatCross-Media Ownership—companies that
own more than one type of media.own more than one type of media.

26. Types of OwnershipTypes of Ownership
 Conglomerates—companies that ownConglomerates—companies that own
media and other types of businesses.media and other types of businesses.

27. Types of OwnershipTypes of Ownership
 Vertical Integration—one companyVertical Integration—one company
controlling several related aspects of thecontrolling several related aspects of the
media business at once.media business at once.

28. Why Media Properties SellWhy Media Properties Sell
 Strong ProfitsStrong Profits
 ScarceScarce
 InheritanceInheritance
 Expensive to start upExpensive to start up
 DeregulationDeregulation
 Stock Drop VulnerabilityStock Drop Vulnerability

29. ConvergenceConvergence
 Melding of the communications, computer,Melding of the communications, computer,
and electronics industries because ofand electronics industries because of
advances in digital technology.advances in digital technology.
 Economic alignment of different types ofEconomic alignment of different types of
media so they can offer a variety ofmedia so they can offer a variety of
services that technological advancesservices that technological advances
demand.demand.

30. ConcentrationConcentration
 Large companies offer advantages suchLarge companies offer advantages such
as resources, training, higher wages, andas resources, training, higher wages, and
better working conditions.better working conditions.

31. Dark Side of ConcentrationDark Side of Concentration
 Message Pluralism: diversity of opinionMessage Pluralism: diversity of opinion
and quality of culture.and quality of culture.

32. 7 ½ Hours7 ½ Hours
 Kaiser Family Foundation StudyKaiser Family Foundation Study
 8-18 year olds spend 7 ½ hours per day8-18 year olds spend 7 ½ hours per day
using smart phones, computers,using smart phones, computers,
televisions and other electronic devices.televisions and other electronic devices.

33. Advertisers and ConsumersAdvertisers and Consumers
Pay the BillsPay the Bills
Advertising directly supports:Advertising directly supports:
1.1. NewspapersNewspapers
2.2. RadioRadio
3.3. TelevisionTelevision
Split between Advertising and ConsumersSplit between Advertising and Consumers
1.1. MagazinesMagazines
Consumers:Consumers:
1.1. MoviesMovies
2.2. RecordingsRecordings
3.3. BooksBooks
General Motors spends $3 Billion per year on advertisingGeneral Motors spends $3 Billion per year on advertising
Verizon spends $800 Million per year on print advertisingVerizon spends $800 Million per year on print advertising

34. 3 Information3 Information
Communications RevolutionsCommunications Revolutions
 Phonetic Writing 1000 BCPhonetic Writing 1000 BC
 Printing Press 1445Printing Press 1445
Johannes GutenbergJohannes Gutenberg
 Computers 1950Computers 1950

35. The New Communications NetworkThe New Communications Network

36. Reflecting and AffectingReflecting and Affecting
 Selective Perception—The concept thatSelective Perception—The concept that
each person processes messageseach person processes messages
differently.differently.

37. Shaping Attitudes,Shaping Attitudes,
Beliefs, and ValuesBeliefs, and Values
AttitudesAttitudes
A predisposition to respond to people, ideas,A predisposition to respond to people, ideas,
objects, or events in evaluative ways.objects, or events in evaluative ways.
BeliefsBeliefs
The ways people perceive reality to be.The ways people perceive reality to be.
Our conceptions about what is true and what isOur conceptions about what is true and what is
false.false.
ValuesValues
People’s most enduring judgments about what’sPeople’s most enduring judgments about what’s
good and bad in life.good and bad in life.

38. By the NumbersBy the Numbers
 $273 billion: Annual Income for Media Industries$273 billion: Annual Income for Media Industries
 14,000,000: number of blogs14,000,000: number of blogs
 150,000 books published each year150,000 books published each year
 14,000: number of radio stations in the U.S.14,000: number of radio stations in the U.S.
 1,700: number of television stations in the U.S.1,700: number of television stations in the U.S.
 40,000: number of movie screens in the U.S.40,000: number of movie screens in the U.S.
 20,000: number of magazines in the U.S.20,000: number of magazines in the U.S.
 1,400: number of daily newspapers in the U.S.1,400: number of daily newspapers in the U.S.
 400: number of new feature films made by400: number of new feature films made by
Hollywood each yearHollywood each year

39. Chapter 1 SummaryChapter 1 Summary
 Media helps set the agenda.Media helps set the agenda.
 Mass communication reaches largeMass communication reaches large
audiences simultaneously.audiences simultaneously.
 Media is profit centered and primarilyMedia is profit centered and primarily
owned by corporations.owned by corporations.
 Media properties are sold frequently.Media properties are sold frequently.
 Media consumption can affect ourMedia consumption can affect our
attitudes, beliefs and values.attitudes, beliefs and values.