The Structure of Mass Media

Topics: Mass media, Concentration of media ownership, Corporation Pages: 5 (1102 words) Published: November 11, 2008
The Structure of Mass Media
Economics of Mass Media
Alternative Media:
-Campus/ community radio
-Serviced by low-powered transmitters
-Many are staffed by volunteers
-Alternative voices in the radio universe
Underground Media:
-Free-distribution weekly form
-Emphasis on local live entertainment, bar-centered, outrageous ribald humour, high quotient of street vulgarities and sexual innuendo High Tech Media:
-iPods, cybercafés, Wi-Fi
-technology creating new possibilities

Circulation: the number of copies of a publication that circulate Canadian Broadcasting Corporation: Canada’s National public television network. Began broadcasting in 1952

To reach potential customers, advertisers buy space or time in mass media that can deliver audiences. Its ads themselves, however, that drive home the sales pitch – but first they must get attention

Demassification: Media focus on narrower audience segments. Most media content today is aimed at narrow, albeit often still large, segments (i.e. demassification).

Alternative media: emerging narrowly focused advertising vehicles. They include: -sponsored websites and games and other lures to attract return visits -direct mail catalogues and flyers to selected addresses

-televisions commercials at the point of purchase, such as screens in grocery store shopping carts -place-based media, such as magazines designed for distribution only in physicians waiting rooms -Telemarketing in which salespeople make their pitches by telephone to households determined by statistical profiles to be good potential customers. -Email marketing, sometimes referred to as spam

Media Conglomeration
Conglomeration: combining of companies into larger companies The trend toward conglomeration, involves a process of mergers, acquisitions and buyouts that consolidates the ownership of the media into fewer and fewer companies. Convergence: Early 21st century model of media cross-ownership. Converged companies typically own print, broadcast, and internet holdings.

Dubious effects of conglomeration:
-Quality: headquarters push subsidiaries to cut costs to increase profits, a trend that has devastated the quality of writing and editing. Nowadays proofreaders have been replaced by spell-check which lacks the intelligence and judgement of a good proofer. The jobs of the reporter and the typesetter have been consolidated as well as copy editors and headline writers. -Cross-promotion: mega-media companies (ex. NBC) are finding more ways to cross-promote their products. Reporters will take shortcuts to increase productivity. Some major publishers have eliminated important stages in the editing process to rush new titles to print and turn quicker profits. -Sameness: Major record companies often encourage artists to imitate what is already popular. The problem? The profit driven trend to recycle existing material for a quick buck -Corporate Instability: conglomeration has also introduced instability. Profit driven corporate parents are quick to sell subsidiaries that fall short of profit expectations even for a short term or just to raise cash. Typically in unstable situations, uncertainty diverts energy and focus from ongoing projects. Some are put on hold which too causes career jitters for some employees who decide to look for jobs elsewhere.

Positive effects of conglomeration:
-Parent corporations have infused cash into their new subsidiaries, financing expensive initiatives that were not financially possible before, including multi-million dollar deals with authors -Because parent corporations often own newspapers, magazines and broadcast companies, book publishers have ready partners for repackaging books in additional media forms -Many of the new parent corporations own book companies abroad which helps to open up global market

In today’s business climate, the lure of market dominance and profit often on a global scale, keeps driving the concentration of...
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