week 3 Flashcards
sociological perspectives that argue how social structures shape and are shaped by human behavior
- agency and structural forces: human activities and attitudes must be understood in relation to broader social forces
- media industry has to be understood in the context of the forces that affect the industry
- production perspective: emphasizes that media production process specific media products or the consumption of those products
media products
results of social processes of production that occur within an institutional framework
contemporary media companies 3 key tasks
- products
- platforms
a. owned activity
b. organic activity - pipes
concentration of media ownership
process where fewer individuals or organizations control increasing shares of the mass media
media consolidation
concentrating media in fewer hands
conglomerates vertical integration horizontal integration cross media promotions synergy
large companies made up of a number of different companies, all owned by the same corporation
process by which one owner acquires all aspects of production and distribution of a single type of media product (Netflix)
concentrating ownership across different types of media
surpass traditional advertisements and include extra appeals (collaborations between brands); promote product with help of different media
cooperation between brands, companies to produce one large scale media product
3 components of commercial interest
- driving out competition
- efficiency
- growth
consequences of integration
- decrease in media products that are not suitable for media-cross promotion
- driving out competition - harder for smaller firms
- lobbying power - corporations use their holding to saturate consumers during promotional campaigns and ensure prominent exposure on media outlets and platforms
impacts of conglomeration
a. political power
b. Hollywoodization of the news
3. print journalism - loss of advertisers and paid subscribers
effects of concentration
- government led propaganda
- promoting specific political agendas
- promoting ideas that enhance their interests
- rely in perception of objectivity to maintain their legitimacy
media pluralism
homogenization hypothesis
diversity in media content
media owned by a few led to products that lack diversity
CONCENTRATION leads to HOMOGENITY and COMPETITIVE market leads to DIVERSITY
oligopoly
closed system
open system
control by small number of firms
major companies using limited number of familiar channels to produce and distribute music that dominates the charts
major recoding companies control large-scale manufacturing, distribution and publicity, draw semi independent producers to maintain the vitality of the popular music market
profit types
prime-time profits - goal for network executives is steady profits; achieves profits by broadcasting
profit-driven - follow logic of safety that minimizes the risk of losing money; rely on certainty
the first freedom
the public interest
limiting government interventions, hands-off approach towards the media –> democratic countries
using government interventions to promote progress
deregulations
regulations
antitrust regulations
free market system is adequate for accommodating the needs of both media producers and media consumers (companies tend to aim for deregulation –> more freedom and agency), right-wing
public interest using government interventions; assessed by public interest, based on a desired outcome; generalized concerns for the well-being of the citizens as a whole
different owners to ensure new voices and views in the media market
