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Notes week 7
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Hoorcollege 6 – 25-10-2017Chapter 11 – The Media Organization: Pressures and Demands
This is about media organizations that send the messages instead of the sender (focus in
previous chapters).
Focus on the content that media organizations produce (video games, news, etc.).
Research of media organizations:
Goal is to identify the potential influence of various organizational and communicator
factors on what is actually produced.
Focus on internal features of media organization, especially relations with other
organizations and with the wider society.
Research shows: content is systematically more influenced by organizational
routines, practices and goals than by personal or ideological factors.
Back in the day people would bring their opinion and view / experience to their work bias.
Now routines / practices influence more than personal or ideological factors.
What is a professional? Different opinions people that continually work in a media
organization, follow some kind of routine. They do not have to get paid for the work.
Development of routines is important in this chapter.
Individual has some kind of role (your work, and what you have to do = pressure)
different people have different roles conflicts.
What is good and what is wrong? Norms: telling the truth, bringing things in an
interesting way, making something beautiful, etc. We don’t agree on norms. Organizations
have norms culture piece we discussed before, changes constantly.
What causes norms to exist?
All kinds of demands, depends on goal of the organization.
Culture clash: New media don’t “obey” the rules of the traditional media (bijv. Criminele
namen) and then norms are not the same. Different groups, so different norms/values.
Inverted pyramid: journalists put the interesting things in front of the article.
Rules of group are correct they don’t want to be in the same group (blogger/vlogger vs
journalists)
, Because of the diversity of organizational forms, it
is necessary to study organizations from several
perspectives
Different kinds of levels:
Individual (role) level / mass
communicator
Organizational level
Medium level
Societal level
International level
Prices/prays/criticism are to re-evaluate norms.
Media organizations have different kind of pressures (economic, social, political) on
different areas:
Management
Technical
Media professional
Types of media-organizational relations:
o With society
o With pressure groups
o With owners, clients and suppliers
o With the audience
o Internal to the organization
Different kind of organizational goals (IMPORTANT):
Utilitarian: organizations aim to produce or provide material goods or services for
financial ends (produce 10 comic book a year, for instance).
Normative: organizations aim to advance some value or achieve a valued condition,
based on the voluntary commitment of its participants (make a documentary for the
consciousness of eating meat).
How can we classify public broadcasting networks? moeilijk om massamedia te
classificeren omdat ze vaak gemixte doelen en vormen van opereren hebben.
o Public broadcasting networks are normative because platform for ideas etc.
norms for society.
o Public broadcasting networks are utilitarian because they need to make
money, also pressure from the government (20% must be documentary etc.)
In economic terms:
Revenue goals: gaining income from sales and advertisement pleasing the
audience is important.
Non-revenue goals: purposes without a financial aspect, such as gaining prestige.
One of the most iconic roles in the media landscape is journalist role. They have an
important role: important for democracy etc.
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