Mass media Mass media * * The mass media are pervasive in our The mass media are pervasive in our everyday lives. everyday lives. * * The primary mass media are built on The primary mass media are built on print, print, electronic, chemical and electronic, chemical and digital technologies. digital technologies. * * Scholars have devised models to Scholars have devised models to explain the mass explain the mass media. media. * * Most mass media organizations must be Most mass media organizations must be profitable profitable to stay in business. to stay in business. * * Mass media are focusing on narrower Mass media are focusing on narrower audiences. audiences. * * Mass media ownership is consolidating. Mass media ownership is consolidating. * * Technology is blurring traditional Technology is blurring traditional distinctions distinctions between mass media. between mass media.
Transcript
Mass mediaMass media** The mass media are pervasive in our The mass media are pervasive in our everyday lives. everyday lives. ** The primary mass media are built on The primary mass media are built on print, print, electronic, chemical and electronic, chemical and digital technologies. digital technologies. ** Scholars have devised models to Scholars have devised models to explain the mass explain the mass media. media. ** Most mass media organizations must be Most mass media organizations must be profitable profitable to stay in business. to stay in business. ** Mass media are focusing on narrower Mass media are focusing on narrower audiences. audiences. ** Mass media ownership is consolidating. Mass media ownership is consolidating. ** Technology is blurring traditional Technology is blurring traditional distinctions distinctions between mass media. between mass media.
The SimpsonsThe Simpsons and the First and the First AmendmentAmendment
About 22 percent of Americans could name the five About 22 percent of Americans could name the five members of members of The Simpsons The Simpsons family, according to a family, according to a survey conducted by the McCornmick Tribune Freedom survey conducted by the McCornmick Tribune Freedom Museum (March 2006).Museum (March 2006).
About 52 percent of Americans could name at least About 52 percent of Americans could name at least two members of two members of The SimpsonsThe Simpsons family. family.
About 40 percent of Americans could name two of About 40 percent of Americans could name two of the three the three American IdolAmerican Idol judges. judges.
One in 1,000 people (.1 percent) could name the One in 1,000 people (.1 percent) could name the five freedoms guaranteed in the First Amendment. five freedoms guaranteed in the First Amendment.
One in four Americans could name more than one of One in four Americans could name more than one of the freedoms.the freedoms.
Class resultsClass results1. 1. The The names of the fivenames of the five Simpsons Simpsons family members arefamily members areHomer (94 percent)Homer (94 percent)Marge (88 percent)Marge (88 percent)Bart (94 percent)Bart (94 percent)Lisa (94 percent)Lisa (94 percent)Maggie (76 percent)Maggie (76 percent)
2. The three judges on 2. The three judges on American IdolAmerican Idol are arePaula Abdul (71 percent)Paula Abdul (71 percent)Simon Cowell (88 percent)Simon Cowell (88 percent)Randy Jackson (59 percent)Randy Jackson (59 percent)
3. The First Amendment rights are3. The First Amendment rights areclassclass
national surveynational surveyFreedom of speech Freedom of speech (94 percent)(94 percent) (69 percent)(69 percent)Freedom of religion Freedom of religion (59 percent)(59 percent) (24 percent)(24 percent)Freedom of the press Freedom of the press (47 percent)(47 percent) (11 percent)(11 percent)Right to assembly Right to assembly (11 percent)(11 percent) (10 percent)(10 percent)Right to petition for the redress of grievances (.05 percent)Right to petition for the redress of grievances (.05 percent)
(1 percent)(1 percent)
Right to bear arms (29 percent)/fair trial/speedy trial/equal Right to bear arms (29 percent)/fair trial/speedy trial/equal rights/not house soldiers/all respectedrights/not house soldiers/all respected
What are the mass media?What are the mass media? PervasivePervasive
Americans average Americans average almost 70 percent almost 70 percent of their waking hoursof their waking hours using the mass using the mass media. Media exposure often blends media. Media exposure often blends into the backgrounds of people’s into the backgrounds of people’s lives.lives.
Americans learn almost everything Americans learn almost everything about the world beyond their about the world beyond their environment through the mass media.environment through the mass media.
Often what is learned through the Often what is learned through the mass media is popular culture.mass media is popular culture.
Daily media usageDaily media usage Time spend Time spend exclusively with exclusively with media: 3 hours, media: 3 hours, 45 minutes45 minutes
Media multi-Media multi-tasking: 45.9 tasking: 45.9 minutesminutes
The average person spends almost 10 hours a The average person spends almost 10 hours a day using some type of media.day using some type of media.
Key findings of the Ball University research Key findings of the Ball University research include:include:
--About --About 30 percent of the observed waking 30 percent of the observed waking day was spent with mediaday was spent with media as the sole as the sole activityactivity versus versus 20.8 percent for work 20.8 percent for work activityactivity, while , while an additional 39 percent an additional 39 percent of the day was spent with media while of the day was spent with media while involved in some other activityinvolved in some other activity
--In any given hour no less than 30 percent --In any given hour no less than 30 percent of those studied were engaged in some way of those studied were engaged in some way with television, and in some hours of the with television, and in some hours of the day that figure rose to 70 percentday that figure rose to 70 percent
--About 30 percent of all media time is --About 30 percent of all media time is spent exposed to more than one medium at a spent exposed to more than one medium at a timetime
--People ages 18 to 24 spend less time --People ages 18 to 24 spend less time online than any other age group except online than any other age group except those older than 65those older than 65
Americans will devote half Americans will devote half their lives their lives
to forms of media next to forms of media next yearyear
Dec. 14, 2006/USA TODAYDec. 14, 2006/USA TODAY
Americans love their media — so much that next Americans love their media — so much that next year year they'll spend nearly half their livesthey'll spend nearly half their lives watching TV, going online, listening to the radio watching TV, going online, listening to the radio (or music) and reading. (or music) and reading.
That's what the U.S. Census Bureau is predicting That's what the U.S. Census Bureau is predicting in its “Statistical Abstract of the United States: in its “Statistical Abstract of the United States: 2007.” 2007.”
The annual report uses data from several sources, The annual report uses data from several sources, including private industry and non-profits. It has including private industry and non-profits. It has statistics on everything from elections to statistics on everything from elections to transportation to finances. transportation to finances.
In 2000, Americans spent 3,333 hours consuming mediaIn 2000, Americans spent 3,333 hours consuming media — and most of that time (1,467 hours) was spent in — and most of that time (1,467 hours) was spent in front of the TV, according to Veronis Suhler front of the TV, according to Veronis Suhler Stevenson, a media-oriented money management company Stevenson, a media-oriented money management company that supplied much of the media data used in the that supplied much of the media data used in the report. report.
In 2007, In 2007, Americans spent 3,518 hours with the mediaAmericans spent 3,518 hours with the media, , including 1,555 in front of the TV, says Veronis including 1,555 in front of the TV, says Veronis Suhler Stevenson. That means Suhler Stevenson. That means the average American the average American will spend roughly 146 days, or five months, will spend roughly 146 days, or five months, consuming mediaconsuming media. .
"It's the activity we do more than anything else," "It's the activity we do more than anything else," said Leo Kivijarv, vice president of research at PQ said Leo Kivijarv, vice president of research at PQ Media, which collaborated with Veronis Suhler Media, which collaborated with Veronis Suhler Stevenson.Stevenson.
However, the numbers don't mean we're just sitting in However, the numbers don't mean we're just sitting in front of our machines; we're multitasking. front of our machines; we're multitasking.
"I know people who use television as wallpaper," said "I know people who use television as wallpaper," said Paul Saffo, a technology forecaster based in Silicon Paul Saffo, a technology forecaster based in Silicon Valley. But, he added, "The news means that America is Valley. But, he added, "The news means that America is making a smooth transition from a couch potato to a making a smooth transition from a couch potato to a mouse potato. Put another way, I suspect the only mouse potato. Put another way, I suspect the only exercise Americans are getting is walking between exercise Americans are getting is walking between their TVs and their computers.”their TVs and their computers.”
The numbers mean that "people want to have — and The numbers mean that "people want to have — and almost need to have — information and entertainment at almost need to have — information and entertainment at their fingertips now, 24 hours a day," Kivijarv says.their fingertips now, 24 hours a day," Kivijarv says.
They also mean that technology tools are continuing to They also mean that technology tools are continuing to shift our "social, political and economic lives," said shift our "social, political and economic lives," said Lee Rainie, director of the Pew Internet & American Lee Rainie, director of the Pew Internet & American Life Project, which also supplied data for the report. Life Project, which also supplied data for the report. "In the past decade, the Internet and cellphones have "In the past decade, the Internet and cellphones have changed the way people interact with each other, the changed the way people interact with each other, the way they work, the way they spend their leisure time," way they work, the way they spend their leisure time," Rainie said. Also changed: "The way they maintain and Rainie said. Also changed: "The way they maintain and grow their social networks, and the way they share grow their social networks, and the way they share their stories with others through blogs (and) social their stories with others through blogs (and) social networking sites."networking sites."
The mass mediaThe mass mediaInformationalInformational
Mass media bind peopleMass media bind people Bring communities togetherBring communities together by by distributing messages that become distributing messages that become shared (common) experiencesshared (common) experiences..
Mass media's culturally binding role Mass media's culturally binding role has been diminishing recently has been diminishing recently (three (three TV networks to hundreds of TV TV networks to hundreds of TV channels).channels).
Media content was produced for a broad Media content was produced for a broad audience. It’s now produced for audience. It’s now produced for specialized nichesspecialized niches of the population. of the population. This could increase the media becoming This could increase the media becoming a vehicle for a vehicle for dividing society instead dividing society instead of bringing society togetherof bringing society together..
Sports Fan Names Newborn Sports Fan Names Newborn Son ESPNSon ESPN
By Associated PressBy Associated PressPublished October 7, 2006Published October 7, 2006
BILOXI, Miss. -- Leann Real promised her husband, an BILOXI, Miss. -- Leann Real promised her husband, an avid sports fan, that if they ever had a son he'd get avid sports fan, that if they ever had a son he'd get to pick the name. ESPN Montana Real was born this week to pick the name. ESPN Montana Real was born this week at Biloxi Regional Medical Center. at Biloxi Regional Medical Center.
Rusty Real, of D'Iberville, chose ESPN (pronounced Rusty Real, of D'Iberville, chose ESPN (pronounced Espen) after the sports network and Montana after Espen) after the sports network and Montana after football legend Joe Montana. football legend Joe Montana.
Baby ESPN isn't alone. Baby ESPN isn't alone.
Three others were cited in a 2005 report on Three others were cited in a 2005 report on tivocommunity.com about the network's 25th anniversary. tivocommunity.com about the network's 25th anniversary. They are Espn Malachi McCall in Pampa, Texas; Espn They are Espn Malachi McCall in Pampa, Texas; Espn Curiel in Corpus Christi, Texas; and Espn Blondeel in Curiel in Corpus Christi, Texas; and Espn Blondeel in Michigan. Michigan.
"We were the talk of the hospital," Rusty Real said. "We were the talk of the hospital," Rusty Real said. "The nurses kept asking my wife if she was really going "The nurses kept asking my wife if she was really going to let her husband name him ESPN. She said, 'Oh, yes.'" to let her husband name him ESPN. She said, 'Oh, yes.'"
Primary Mass Media Primary Mass Media and Their Technological and Their Technological
Electronic TechnologyElectronic Technology Records, Radio, Television, InternetRecords, Radio, Television, Internet
Chemical/Photographic TechnologyChemical/Photographic Technology Movies (moving to digital technology)Movies (moving to digital technology)
Digital TechnologyDigital Technology Traditional mass media have adapted. It has Traditional mass media have adapted. It has created a merging of media (e-books) or created a merging of media (e-books) or entirely new categories of media offerings entirely new categories of media offerings (Google, MySpace)(Google, MySpace)
Mass media modelsMass media models Hot-Cool ModelHot-Cool Model
Engaged vs. passiveEngaged vs. passive
Hot media require a high degree Hot media require a high degree of concentration to use them. of concentration to use them. Cool media can be used Cool media can be used passively.passively.
Media are defined by their Media are defined by their contentcontent. .
The content can be entertaining or The content can be entertaining or informational. informational. Infotainment Infotainment is a is a blend of entertainment and blend of entertainment and information.information.
Model limitations:Model limitations: no media content no media content is is strictlystrictly entertaining or entertaining or informative. It informative. It misses the potential misses the potential of all mediaof all media to do more such as to do more such as persuade or bind communities.persuade or bind communities.
Content-Distribution ModelContent-Distribution Model
Separates the functionsSeparates the functions of a of a company into creation divisions company into creation divisions and distribution divisions.and distribution divisions.
Vertical integration:Vertical integration: a sole a sole company’s control over products company’s control over products from creation to distribution. from creation to distribution. (Disney—Disney studios, ABC)(Disney—Disney studios, ABC)
Elitist-Populist ModelElitist-Populist Model
ElitistsElitists:: serious media content serious media content that advances social and cultural that advances social and cultural interests is essential to society.interests is essential to society.
Populists:Populists: mass media are at their mass media are at their best when they give people what best when they give people what they want.they want.
Media criticism usually follows Media criticism usually follows this elitist-populist continuum.this elitist-populist continuum.
Push-Pull ModelPush-Pull Model
PushPush:: media such as media such as advertisements that intrude on advertisements that intrude on the consumer (pop-ups).the consumer (pop-ups).
PullPull: media that consumers : media that consumers locate themselves (magazine locate themselves (magazine ads).ads).
Maturation ModelMaturation Model This model looks at mass media by This model looks at mass media by
studying three stages of development. studying three stages of development. Books are aBooks are a mature mature medium and the medium and the Internet is a Internet is a newnew medium. medium.
Innovation StageInnovation Stage Technology emerges to create medium.Technology emerges to create medium.
Entrepreneurial StageEntrepreneurial Stage Commercial possibilities are Commercial possibilities are
explored.explored.
Stability StageStability Stage Technology can be marketed for Technology can be marketed for
widespread use.widespread use.
Media Must Be ProfitableMedia Must Be Profitable Most mass media owners are in business to Most mass media owners are in business to make a profit. Although some companies make a profit. Although some companies exist to serve the readers (exist to serve the readers (Christian Christian Science MonitorScience Monitor) or viewers (PBS), most ) or viewers (PBS), most need to make money to stay in business.need to make money to stay in business.
Economic foundationEconomic foundation—sources of revenue—sources of revenue advertisingadvertising circulation/cable subscribers/movie circulation/cable subscribers/movie ticketstickets
audience donations (PBS)audience donations (PBS) private support (businesses, foundations, private support (businesses, foundations, churches)churches)
government subsidies (PBS, legal notices)government subsidies (PBS, legal notices) government advertising (post office, government advertising (post office, military recruiting)military recruiting)
Media demassificationMedia demassification The mass media are focusing on The mass media are focusing on narrower narrower audiencesaudiences. .
This demassification is occurring as media This demassification is occurring as media company owners company owners are looking for new ways to are looking for new ways to effectively sell more productseffectively sell more products..
Even with Even with targeting narrow segments of targeting narrow segments of audiencesaudiences, the media try to , the media try to reach as many reach as many people as possible in those segmentspeople as possible in those segments..
A medium will focus on narrower audience A medium will focus on narrower audience segments as it matures. As segments as it matures. As new technology new technology competescompetes with older media, the older media with older media, the older media begins to narrow the segment of the begins to narrow the segment of the population it targets.population it targets.
DemassificationDemassification MagazinesMagazines—family-oriented stories with —family-oriented stories with multiple photos. The competition from multiple photos. The competition from television helped magazines to change into television helped magazines to change into publications targeting select readers.publications targeting select readers.
RadioRadio—family-oriented programming at its —family-oriented programming at its beginning. This programming changed to beginning. This programming changed to target narrower segments of listeners when target narrower segments of listeners when television became popular.television became popular.
TelevisionTelevision—broadcast programming changed —broadcast programming changed when cable television became popular. (For when cable television became popular. (For example, 72 percent of TV households example, 72 percent of TV households watched watched I Love Lucy I Love Lucy on Monday nights in on Monday nights in 1953. About 15-20 percent of TV households 1953. About 15-20 percent of TV households will watch the top show in 2009.will watch the top show in 2009.
Effects of demassificationEffects of demassification Advertisers are able to reach Advertisers are able to reach narrow and narrow and targeted segments of the populationtargeted segments of the population. This . This is a bonus to company officials who are is a bonus to company officials who are targeting their product to a certain part targeting their product to a certain part of the population.of the population.
This This media focus on narrow audience media focus on narrow audience segmentssegments will continue because of three will continue because of three newer technologies:newer technologies:
the Internetthe Internet digitized messagesdigitized messages satellite communicationsatellite communication
Media conglomerationMedia conglomeration
Mass media ownership is Mass media ownership is consolidatingconsolidating. . America has America has fewer independentfewer independent media media companies now than ever before. Most companies now than ever before. Most medium-size companies are joining together medium-size companies are joining together or being bought by larger companies. or being bought by larger companies.
Media ownership Media ownership consolidationconsolidation
Dubious effects of conglomerationDubious effects of conglomeration growing vertical and horizontal growing vertical and horizontal
integrationintegration quality can suffer and samenessquality can suffer and sameness profit-driven profit-driven
Positive effects of conglomerationPositive effects of conglomeration stronger financial base for stronger financial base for
subsidiariessubsidiaries more audience choices with repackaging more audience choices with repackaging parent corporations own companies parent corporations own companies
abroad, which helps to open global abroad, which helps to open global marketsmarkets
Top media companiesTop media companies
(AOL) Time (AOL) Time WarnerWarner
HBO HBO CNN CNN CNN International CNN International CNN en Espanol CNN en Espanol CNN Headline News CNN Headline News CNN Airport Network CNN Airport Network Court TV (with Liberty Media) Court TV (with Liberty Media) Warner Bros. Warner Bros. Warner Bros. Studios Warner Bros. Studios Warner Bros. Television Warner Bros. Television
(production) (production) The CW Television Network The CW Television Network Warner Bros. Television Warner Bros. Television
Animation Animation Hanna - Barbera Cartoons Hanna - Barbera Cartoons Castle Rock Entertainment Castle Rock Entertainment Warner Home Video Warner Home Video
Time Time Time Asia Time Asia Time Atlantic Time Atlantic Time Canada Time Canada Time Latin America Time Latin America Time South Pacific Time South Pacific Time Money Time Money Time For Kids Time For Kids Fortune Fortune Life Life Sports Illustrated Sports Illustrated Sports Illustrated Sports Illustrated
International International SI for Kids SI for Kids People People People en Español People en Español Teen PeopleTeen People
Top media companiesTop media companies
Viacom/CBS Viacom/CBS (split into two (split into two
companies in 2006)companies in 2006) CWCW MTVMTV MTV2MTV2 NickelodeonNickelodeon BETBET Nick at NiteNick at Nite VH1VH1 Spike TVSpike TV Comedy CentralComedy Central
ShowtimeShowtime The Movie ChannelThe Movie Channel CBS RadioCBS Radio ParamountParamount
Top media companiesTop media companies
(Walt) Disney(Walt) Disney ABCABC ESPNESPN US WeeklyUS Weekly DISCOVERDISCOVER The Disney Channel The Disney Channel Toon DisneyToon Disney A&E Television (37.5%, A&E Television (37.5%,
with Hearst and GE) with Hearst and GE) The History Channel (with The History Channel (with
Hearst and GE) Hearst and GE) Lifetime Television (50%, Lifetime Television (50%,
with Hearst) with Hearst) Lifetime Movie Network Lifetime Movie Network
(50% with Hearst)(50% with Hearst)
Walt Disney Pictures Walt Disney Pictures Touchstone Pictures Touchstone Pictures Hollywood Pictures Hollywood Pictures Caravan Pictures Caravan Pictures Miramax Films Miramax Films Buena Vista Home Video Buena Vista Home Video Buena Vista Home Buena Vista Home
NBC Universal Television NBC Universal Television StudioStudioNBC Universal Television NBC Universal Television Distribution Distribution
CNBC CNBC MSNBC MSNBC Bravo Bravo Mun2TV Mun2TV Sci-Fi Sci-Fi Trio Trio USA USA Film Film Universal PicturesUniversal Pictures Parks Parks Universal Parks & ResortsUniversal Parks & Resorts
Top media companiesTop media companies
News CorporationNews Corporation FOXFOX 20th Century Fox 20th Century Fox Fox Searchlight Pictures Fox Searchlight Pictures Fox Television Studios Fox Television Studios MySpaceMySpace DirecTVDirecTV MyNetworkTVMyNetworkTV
Top media companiesTop media companies
BertelsmannBertelsmann Random House PublishingRandom House Publishing BMG LabelsBMG Labels Arista RecordsArista Records
Combined integrationCombined integration Most conglomerates combine Most conglomerates combine verticalvertical and and horizontal integrationhorizontal integration. .
Horizontal integrationHorizontal integration—organizations —organizations starting or acquiring other companies starting or acquiring other companies in a similar line of business.in a similar line of business.
Vertical integrationVertical integration—starting or —starting or acquiring businesses at different acquiring businesses at different stages in the production process stages in the production process (content provider merging with a (content provider merging with a content distributor).content distributor).
IntegrationIntegration IntegrationIntegration—Disney, for example, owns not only —Disney, for example, owns not only a a group of movie studiosgroup of movie studios but also but also movie theme movie theme parksparks where topics of the movies become where topics of the movies become attractions. attractions. Pirates of the CaribbeanPirates of the Caribbean, for , for example, was based on a long-standing theme example, was based on a long-standing theme park ride. park ride.
Disney also owns Disney also owns recording studiosrecording studios that sell that sell movie soundtracks and movie soundtracks and publishing companiespublishing companies that produce books and magazines about their that produce books and magazines about their movies and movie characters. It owns a movies and movie characters. It owns a profession hockey team, which was the subject profession hockey team, which was the subject of one of its movies. of one of its movies. (horizontal integration)(horizontal integration)
Disney also owns Disney also owns ABC television networkABC television network and and several cable channelsseveral cable channels that show its movies as that show its movies as well as well as video companiesvideo companies that distribute those that distribute those movies (and others) in video form. movies (and others) in video form. (vertical (vertical integration)integration)
Intracorporate synergyIntracorporate synergy After shunning the television industry in After shunning the television industry in the 1940s and 50s, the movie industry now the 1940s and 50s, the movie industry now works closely with small-screen works closely with small-screen productions. Television programming is productions. Television programming is often produced in Hollywood. often produced in Hollywood.
Many movie and television studios are Many movie and television studios are owned by the same conglomerate.owned by the same conglomerate.
CompanyCompany movie studiomovie studio TV networkTV network ViacomViacom ParamountParamount CBS & CW CBS & CW DisneyDisney Disney PicturesDisney Pictures ABCABC News Corp.News Corp. 20th Century Fox20th Century Fox FoxFox GE/UniversalGE/Universal UniversalUniversal NBCNBC Time WarnerTime Warner Warner BrosWarner Bros CW & HBOCW & HBO
Media meldingMedia melding Digital technology is Digital technology is blurringblurring traditional traditional distinctions between mass media by distinctions between mass media by removing many of the differences between removing many of the differences between the mediumsthe mediums. .
Mass media now are Mass media now are created and distributedcreated and distributed in this digital form. This change means in this digital form. This change means that the that the same technologies can be used to same technologies can be used to transmit text, audio, or video in an transmit text, audio, or video in an integrated communication system such as integrated communication system such as the Internetthe Internet. .
Separate channels of communication are no Separate channels of communication are no longer needed for each medium, which means longer needed for each medium, which means that the differences between the mediums that the differences between the mediums are eroding. are eroding.
Media meldingMedia melding In this “media melding,” newspapers or In this “media melding,” newspapers or
television news reports can now be read or television news reports can now be read or watched online. Movies can be watched on the watched online. Movies can be watched on the computer. Radio or television programs can be computer. Radio or television programs can be downloaded to iPods or cell phones. downloaded to iPods or cell phones.
The blurring of the media will only continue. The blurring of the media will only continue. This is in part because Americans are using This is in part because Americans are using the Internet more and in different ways.the Internet more and in different ways.
This digital melding is being accelerated by This digital melding is being accelerated by the continuing consolidation of companies the continuing consolidation of companies that produce and distribute mass media.that produce and distribute mass media.
Increased demassification is occurring in Increased demassification is occurring in some part because of digitization of media some part because of digitization of media content. Digitization makes it easier to content. Digitization makes it easier to identify segments of the mass audience and identify segments of the mass audience and tailor messages to narrower interests.tailor messages to narrower interests.
Mass media questionsMass media questions
How are the mass media pervasive in our How are the mass media pervasive in our everyday lives?everyday lives?
What are the three technologies on which the What are the three technologies on which the primary mass media are built?primary mass media are built?
Explain the models that scholars have devised Explain the models that scholars have devised to explain the mass media (hot-cool, to explain the mass media (hot-cool, entertainment-information, content-entertainment-information, content-distribution, elitist-populist, push-pull and distribution, elitist-populist, push-pull and maturation).maturation).
Define demassification. Describe Define demassification. Describe demassification that has occurred in radio, demassification that has occurred in radio, magazines and television.magazines and television.
Is conglomeration good or bad for mass media Is conglomeration good or bad for mass media consumers?consumers?
How are mass media and digital technology How are mass media and digital technology converging?converging?
