LECTURE 3

Question 1

WHAT ARE THE 9 MASS MEDIA TRENDS?

Answer 1

(1) demassification
(2) convergence or merging
(3) increased audience control
(4) multiple platforms
(5) user-generated content (peer production)
(6) compression of space and time
(7) conglomeration
(8) mobile media
(9) globalization

Question 2

WHAT IS DEMASSIFICATION?

Answer 2

less mass, more selective

• audience fractionalisation or segmentation
• reduced audience for any single media vehicle
• definition of mass communication still applies because audiences are still large and organisations still complex
• specialisation is evident but potential to reach mass audiences still exists

Question 3

WHAT IS CONVERGENCE OR MERGING?

Answer 3

coming together or uniting in common theme or focus

Question 4

WHAT ARE THE TYPES OF CONVERGENCE?

Answer 4

• CORPORATE: companies acquire assets extending range of activities
• OPERATIONAL: owners of several media properties combine operations
• DEVICE: one mechanism contains functions of 2 or more devices

Question 5

WHAT IS INCREASED AUDIENCE CONTROL?

Answer 5

audience members can control what they say and hear and when

• technological advances give more power to consumer
• more sources of information, including blogs
• more flexibility in consuming products (download single track vs buy whole album)

Question 6

WHAT ARE MULTIPLE PLATFORMS?

Answer 6

a strategy making content available via a number of different delivery methods to a number of different receiver devices

• ex.music videos on cable/satellite networks went to websites, ipods, sell phones
• television content, newspaper, magazine content, all are repackaged for multiple

Question 7

WHAT IS USER-GENERATED CONTENT?( PEER PRODUCTION )

Answer 7

people share and collaborate on content

• youtube, myspace
• reflect web 2.0

Question 8

WHAT IS COMPRESSION OF SPACE AND TIME?

Answer 8

larger and larger territories covered: networks of networks emerging

• mobile, wireless untethered access: ubiquity
• communication across borders virtually instantaneously

Question 9

WHAT IS CONGLOMERATION?

Answer 9

withdrawal of public sectors, less regulation, more role for market

• trend to mergers and acquisitions
• multi media holdings

Question 10

WHAT ARE MOBILE MEDIA?

Answer 10

small screen devices allow media to become increasingly mobile (PDAs, cell phones, laptop computers, ipods)
-significant milestone in development of communication

Question 11

WHAT IS GLOBALISATION?

Answer 11

• growth in international trade in cultural products

- rise of 6 or 8 main companies dominating markets and merging industries

Question 12

WHAT ARE THE 7 DOMINATING COMPANIES OF CULTURAL PRODUCTS?

Answer 12

(1) AOL Time Warner
(2) Disney
(3) Vivendi
(4) Viacom
(5) Sony
(6) News
(7) Bertelesmann