Study notes containing all the material from lectures & important materials from the book and literature needed for the Media Landscape exam (year 1). You can use them to complement with your own notes.
Course grade = 8.6.
Also includes illustrations from theories seen in the course.
Made ...
Summary
The rise of the digital media implies further challenges and changes.
It has systematically opposed responses to change.
Media life: one approach to theorizing media.
The media industry: broadcasting – print – recording industries – PR – advertising – marketing
– social media companies
Media company: A company whose primary function is to produce or distribute media content.
1. Media Ecology
The Medium is the Message
• The media is what has the real social signi cance.
• Researchers should try to learn about the cultural impact that has the medium.
• Each media technology enables a di erent extension of our communicative senses.
fi ff fi
,• Media as an extension of ourselves (our senses) – they expand our physical sphere of
communication (e.g. how we can talk across greater distances and at greater speed).
• We inhabit a global village – cool & informal mediums are important to enhance it.
• Allows multi-directional and decentralized electronic communication across the
world.
• Medium encourages certain patterns of communication while prevents others.
• Technological biases
• Print media – it encouraged that the reader is dictated by one-directional and intense
detail of information thus received a precise set of messages from few sources and
was not able to participate.
• It encouraged the development of society ruled by a rigid cultural hierarchy.
• Homogenizes language.
• Electronic media – TV liberates audiences from restrictions by enhancing
participatory and communicative practices.
• More spontaneous – intimate – informal (everyday talk) – incomplete
• It invites audience participation.
• Shifts away from centralized
• Postman argues how early newspapers o ered detailed & localized & relevant source of
communication.
• It encouraged a rational and serious engagement with local issues
• Promotes the development of informed & reasoned/critical discussion and political
engagement.
#A
Key characteristics of Mass Media (content)
The media Industry: broadcast, print, lm, and recording industries.
Mass media: Radio, TV, newspapers, magazines,
1. One-way (One to many): one single identical message sent to a large mass audience (e.g.
radio broadcast) – no individual fragmentation.
• One way from sender to receiver.
fi ff
, 2. Experiential goods: it is about the experience
• Value comes from how you experience it – immaterial attribute
• It comes from its originality and intellectual property & the quality of the music/stories are
told.
3. High xed (“ rst copy” costs): low marginal costs & economies of scale – involves a lot
amount of resources.
• Economies of scale:
4. Potential for (cheap) re-versioning: reselling in di erent formats/versions, recreating content
in di erent ways that leads to economies of scope. This is because so many copies can be
made. Relatively cheaper than initial cost.
• Economies of scope:
• Di erent versions of the same product
5. High risk:. High rst copy costs regardless of the number of consumers (cost so much to
make).
• High 1st copy costs.
• Consumer taste is changeable + can vary + hard to predict
Ordered by recency:
“Bomb”: a monetary connotation.
Not just in movies.. also in .newspapers, magazines, books, radio programmes, television
shows
#B
Hot vs. Cold
• A
- Hot medium (Radio – Books – Newspaper): high de nition – data sensitive – has large
amount of information conveyed – occupies all attention of individual and leaves few gaps
to be completed by audience.
• Print media – universally hot
• Thanks to the ability to mass-produce books and standardized print media, senses
became fragmented – end of oral, informal and face-to-face communication.
- Consequence: standardize dialect, language and culture
- Dictate particular ordered ways of viewing the world and homogenize
societies into organized nation states.
• Examples: Radio – audience requires intense concentration thus strongly shaping
their interpretations
- Cold medium: low in information intensity – high audience participation – leaves lot of
gaps for audience to ll in
• Electronic media – increasingly cool
ff ff fi fi fi fi ff fi
, • Examples: TV – combined visual and sound content simultaneously (sound and
low-de nition moving pictures) BUT provide less detail, allowing viewers to partially
interpret for themselves.
#C
De ning the Mass Media Market
• Dual-product market:
1. Content sold to audiences (e.g. a National Geographic)
2. Audiences sold to advertisers (in exchange to the media product).
• “Attention economy”: attention is the real product being sold/bought.
• Result: advertising goals in uence the content/strategy
• This is problematic for journalism in particular.
• Broader inherent tension: creative industries vs. commercial needs.
• Advertising has stop in uence the content to some extent as creative produce has to
be sold.
• The mass market media is changing.
#D
Change in the Mass Media Market
• Hodkinson argues about digitalization – digital technologies are the biggest force.
• He highlights 4 di erent outcomes.
1. Convergence: previously separate channels fused. (channels – content – computing) –
separate things in the media world all come together.
2. Interactivity: two-way communication replaces one-way. Engage with it at all times (e.g. )
Users also become producers as they can produce media products themselves.
3. Diversi cation: heightened users control and choice – fragmentation and expansion of the
content.
4. Mobility: media becomes the norm.
fi fifi
ff fl fl
Voordelen van het kopen van samenvattingen bij Stuvia op een rij:
Verzekerd van kwaliteit door reviews
Stuvia-klanten hebben meer dan 700.000 samenvattingen beoordeeld. Zo weet je zeker dat je de beste documenten koopt!
Snel en makkelijk kopen
Je betaalt supersnel en eenmalig met iDeal, creditcard of Stuvia-tegoed voor de samenvatting. Zonder lidmaatschap.
Focus op de essentie
Samenvattingen worden geschreven voor en door anderen. Daarom zijn de samenvattingen altijd betrouwbaar en actueel. Zo kom je snel tot de kern!
Veelgestelde vragen
Wat krijg ik als ik dit document koop?
Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.
Tevredenheidsgarantie: hoe werkt dat?
Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.
Van wie koop ik deze samenvatting?
Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper AndreaValdivia. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €5,88. Je zit daarna nergens aan vast.
