EXAM 1 Flashcards
Input
Cause
Thruput
Imagination
Output
Effects
“Media is a blur”
The idea that there is an overlap of media consumption across a plethora of platforms and devices
4 traits of Mass Communication
- Communication is Mediated
- Message Sources
- Audiences
- Message Content
Trait 1: Communication is Mediated
Communication message is Mediated thought a channel (magazines, books, tv, internet, etc.)
Traditional “1-way” Mass Communication
Less transactional and less feedback (EX: books, magazines, movies)
New Media “2-Way Technology” Communication
Anyone can be a content creator and feedback is instant (EX: social media)
Trait 2: Message Sources
Publicly held companies and professional communicators who produces mass communication messages.
The goal of publicly held companies:
To make money
6 ways message sources make money:
- Advertising
- Subscribers
- Outcosts
- Target largest audience possible
- Safe Programming
- Growth
- Advertising
Paid, one way communication through a medium in which the sponsor is identified and the sponsor controls the message.
Advertising brings in most of
The money
Advertising is said to be the “bone marrow” of
Corporate capitalism
Two main advertiser’s concerns:
- Audience Size
2. Audience Demographics
Audience Size
Often measured by ratings
Audience Demographics
Group based data (ethnicity, class, age)
Changes in Technologies
New technologies such as digital video recorders and watching TV on different platforms/mediums, which foster ad-skipping are presenting new challenges/opportunities for ads
5 ways media responds to change
Access Granting, Product Placement, Virtual Advertising, Integrated Marketing, Native Advertising
Access Granting
Being allowed to go there
Product Placement
when products are explicitly shown in media
Virtually Advertising
Digital ad is inserted on screen
Integrated Marketing
the product is weaved into storyline
Native Advertising
Algorithm ads in sites for target audience
- Subscribers
People who are willing to pay for content
- Outcost
To price products or services better or lower than
- Target Largest Possible Audience
Content is designed for “largest common denominator” (designing content that will appeal to the masses)
- Safe Programming
Benign repetitive content and programming (things people won’t get offended by)
- Growth
Conglomeration or combo of different business entities in different industries under an umbrella corporation (EX: Disney)
Two Results of Conglomeration:
Vertical Integration & Diversity of Content
Vertical Integration
A company that owns a supply chain of related products, which allows for cross production
Diversity of Content
The choice of Content
Trait 3: Audiences
Originally theorized by being large, passive and homogenous.
Conglomeration and tech advances enable influences to be segmented according to different
Demographics and psychographics
Trait 4: Message Content
The content of messages
Today most media is _________ rather than broadcast
Narrowcast
Narrowcast
Focus on a particular demographic and create niche content
Narrowcasting appeals to viewers of specific
Niches (LGBTQ, Asian, Black, etc.)
