Download - CCT 300 Spring 2006
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CCT 300 Spring 2006
Class 6: Media Ownership and Control
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Previously…• Various forms of analyzing media form
and genre
• Social influence and culture jamming
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Media Ownership and Media Control
• Most media privately funded - why?
• Effects of media ownership on form and content of media product - examples from Network
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Horizontal Integration• Ownership of most/all players in media field• Cost savings, cost control and manipulation
of barriers to entry can be managed in monopoly/oligopoly
• Mass mediascape - rationalization of industry to few major players (examples?), a trend that continues
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Vertical Integration• Ownership of all stations within supply
and distribution chain
• Control and profit potential at every stop - “sum is greater than the parts”
• Also good for branding and cross-promotion - examples?
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Alliances• Often not a question of outright
purchase but adhoc alliances (examples?)
• Enabled by interlocking boards of directors, “gentlemen’s clubs”, social class
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Limits to Integration• Synergy helps - some mergers don’t make
much conceptual sense (examples?)• Not absolute control - still independent
operators on the fringe, especially in high-risk, low-profit endeavours
• Size and power not absolute - changes in interest or technology can compromise even the big brands
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Effects on Media Production• Steinem’s struggles with Ms. Magazine
• Initially ad-supported, moved to subscriber-funded model in 1989- why?
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Advertiser bias• Women’s magazines = women’s
products (e.g., beauty products and food, but not cars or technology)
• Activist magazine “not our audience”• Position held even in presence of
contrary evidence that women hold real power and influence on purchases, and not just on “women’s products”
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Product Placement• Double standard in women’s vs. “real”
publications • Product placement linked to copy (e.g.,
recipes linked directly to food ads) deliberately part of contract - without such manipulation, no ads
• Does this happen in other publications? Somewhat, but not as blatant as this
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Alternative Finance Models• Ms. moved to subscriber model
• Others include:
• Member support
• Public/government support
• Hybrid models
• Pay-per-use
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Changes…• New media brings costs of production
and dissemination down - reduces barriers of entry and barriers to distribution, allows for new players to emerge at reasonable cost
• New payment options and technologies also have emerged in recent years
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McCloud• Micropayments as means to reward
artists directly for their work while streamlining distribution overhead
• Can/does this work?
• Examples where it is?
• What are the limitations of this model?
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Wiki• Specify media type with some
specificity - can you break it down further?
• Look to apply analytical frameworks and concepts from first two weeks
• Provide exemplars
• Note overlap with other media types
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Culture Jamming/Influence• Assignment outline expanded
• Group formation
• Proposal due Tuesday - hard copy for review, online to show others what you’re doing and get feedback there (wiki discussions)
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Next Class• Propaganda, Truth and Objectivity
• Group Proposals Due