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Lecture Notes Media Landscape
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All lectures in the course Media Landscape elaborated on the basis of the powerpoints
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Medialandschap hoorcollegesInhoud
Hoorcollege WEEK 1 ................................................................................................................................ 2
WEEK 1 KEY CONCEPTS ....................................................................................................................... 5
Hoorcollege WEEK 2 ................................................................................................................................ 6
WEEK 2 KEY CONCEPTS ..................................................................................................................... 10
Hoorcollege WEEK 3 .............................................................................................................................. 11
WEEK 3 KEY CONCEPTS ..................................................................................................................... 15
Hoorcollege WEEK 4 .............................................................................................................................. 17
WEEK 4 KEY CONCEPTS ..................................................................................................................... 25
Hoorcollege WEEK 5 .............................................................................................................................. 26
WEEK 5 KEY CONCEPTS ..................................................................................................................... 31
Hoorcollege WEEK 6 .............................................................................................................................. 32
WEEK 6 KEY CONCEPTS ..................................................................................................................... 36
TENTAMEN INFO ................................................................................................................................... 36
Hoorcollege WEEK 7 (audiences & societal changes) ........................................................................... 38
WEEK 7 KEY CONCEPTS ..................................................................................................................... 42
,Hoorcollege WEEK 1
Defining the media industry
For us:
- Broadcasting, print, film and recording industries
- Advertising, marketing, PR
- Social media companies
- Not a perfect fit: Google? Apple? Microsoft?
Media company = a company whose primary function is to produce or distribute media content.
(niet alleen create)
- Maar tijden veranderen > grenzen en rollen veranderen
- Inudstrie implies commercialiteit > past niet altijd bij indivuduele artiesten
Waarom defining: scope en analysis easier with precisien. Voor de industrie kan er nagedacht
worden over markten, concurrenten en strategieen.
Defining mass media
Mass media: media in traditional sense (radio, TV, newspapers, magazines)
5 key eigenschappen van massa media (iets moet voldoen aan alle 5 om mass media te zijn)
1. One to many, one way
- Identical message to a mass audience > niet interactief
2. Experiential (ervaringsgericht) good
Het gaat over de ervaring die je hebt met producten (bijvoorbeeld met de verhalen etc)
- Value: immaterial attributes
- Orginality, intellectual propert, stories old
3. High fixed/first copy costs
(Het is goedkoop om een artikel te lezen en te verspreiden, maar om dat te produceren is heel
veel geld uitgegeven)
- Low marginal cost (het kopiëren en verspreiden (nadat iets is gemaakt is tegenwoordig heel
goedkoop)
- Economies of scale: price per unit decreases as quantity of output increases
4. Potential for (cheap) re-versioning
- Re-selling in different formats, leads to economies of scope
- Economies of scope: een film produceren is enorm duur, maar uiteindelijk komt het op dvd
en netflix etc. terecht en is het opeens heel goedkoop (vergeleken naar de bioscoop gaan
voor de film)
- Maar ook : spin-offs en producten met zoals frozen 2 (het hele idee bestaat al, dus de kosten
voor het bedenken en maken van het verhaal is minder duur) en frozen poppen en
lunchboxes
5. But, high risk!
- Conusmer taste is fickle (onvoorspelbaar) en moeilijk te voorspellen
- High first copy costs regardless of the amount of consumers
- Consumenten kunnen mass media bijvoorbeeld niet terugbrengen, ze zullen van te voren
moeten bepalen of ze het leuk vinden en dat weten ze niet.
- Untouchable karakteristieken
,Samenvatting
1. one-way, one-to-many
2. experiential goods
3. high first copy costs
4. low re-versioning costs
5. high risk
Defining the mass media market
Dual product market: media companies produceren 2 dingen
1. content, sold to audiences
2. audiences, sold to advertisers
Attention economy: attention is the real product being sold/bought
Result: advertising goals influence content/strategy > dat is waar het geld wordt verdiend
- Problematisch voor journalistiek, omdat ze informatie moeten geven, en misschien niet alle
informatie kunnen geven als ze geld moeten verdienen (dan moet de info interessant en
aantrekkelijk zijn voor de lezer)
broader tension here: creative industries versus commercial needs (money)
The mass media market is changing
De verandering van de massa media markt wordt veranderd door digitalisatie en digitale
technolgieen
4 hoofdgevolgen
1. Convergence: previously separate channels fused; channels, content & computing
2. Interactivity: two-way replaces one-way; users become (mass) producers
3. Diversification: heightened user control & choice; fragmentation/expansion of content
4. Mobility: media ‘on the go’ becomes norm; ‘always on’ culture
Media organisaties zouden social verantwoordelijk moeten zijn voor onder andere:
- Forum for exchange of ideas/opinions
- Integrative influence for diverse societies
- Protection of core values/vulnerable audiences
(Mostly for journalism, but also others?)
•Plus, content matters! (next week: representation)
•Bottom line: the stakes are high
Er zijn sterke reacties op verandering
McLuhans optimism:
- Media is the message
- Technology itself matters
- New tech extends senses
- New, ‘cooler’, media:
Liberate audiences from hierarchies, isolation
Away from officialdom toward ‘everyday talk’
Toward a global village
, Postmans pessimism
- Print age: detailed, relevant, localized, coherent, rational
- Post-telegraph: dazzling stories from afar outweigh the relevant, local
- TV/images ➝superficiality
- Attention, rationality ↓
- Passive audience
- Media is slecht voor de kwaliteit en het gaat alleen nog maar om aandacht
Kritiek op McLuhan en Postman
- Both approaches = technological determinism
§that technology itself = primary cause of social change
- simplifies & overplays tech, ignores social context (ze zijn teveel bezig met de producten en niet
met de soicale context en om de mensen die dit maken en gebruiken en hier ook macht over
hebben)
- ignores power relations behind development/use
Optimism: tech as solution to man-made problems
Pessimism: blames tech for social problems
Problematic because...
Samenvatting
- Media industry has shifting borders, definitions
- Its products, market structures are unique
- It’s undergoing massive changes [t.b.c.]
- Theorists react to those changes very strongly
And companies do, too [t.b.c.]
- But, we are constantly engaging with it
Now... to the “media life” idea from Deuze
Media life (Deuze, 2011)
- Media now so central that we don’t notice them
We don’t live with media, but in media
- 2 clear manifestations:
1. Personal/individualized information space (je zit in een mediabubbel)
2. Always-available global connectivity
- 2 main consequences:
1. Liquefied boundaries between work/play & alone/interaction (je bent nooit klaar met werk of
socializen (je kan altijd nog met je telefoon contact hebben etc)
2. Life changed to accommodate/exploit media (het gaat meer om de fotos die je bijvoorbeeld op
vakantie maakt, ipv de ervaring zelf)
- Also: remember diversification, interactivity, mobility, convergence?
All reflected in “media life” notion
- Technological changes/responses create this new individualized connectivity (we zijn individueel,
maar wel hyperconnected) – more next week(s)
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