Session 11: Circulation, Ratings, and Survival

Tonight’s Program Reminder about Report: Strengths and Weaknesses of one theory found in e-readings; link theory and practice; 200o wds; due Monday, April 23, by 6 pm Don’t forget to submit toTurnitin.com Discuss Week 10 readings: Circulation, Ratings, and Survival Discuss topics for final essay Discuss topics for Presentation 2

Report due April 23 by Take one theory that we have covered this semester and discuss its strengths and weaknesses Link the theory to current journalism that you read or follow – give examples Use only short quotes Paper must be written essay style, maximum 2000 words Include List of Works Consulted – alphabetical by author’s last name. list of everything you refer to in your paper

Evaluating the Report Rubric for Report20 points maximum Theory is described and analyzed for strengths and weaknesses 4 3 examples of today’s journalism described and evaluated in terms of theory 6 (2 per piece of journalism) 3-5 sources used to analyze theory and/or examples of journalism 4 Essay follows clear logical structure as per template3 Grammar, spelling, proofreading are competent2 List of Works Consulted follows Harvard style1

Template for report Construction of Report2000 words maximum Opening paragraph: introduces theory and briefly indicates direction of the report 150 words Description and analysis of theory for strengths and weakness relating to today’s journalism; includes sources that contribute to analysis of theory Several paragraphs : words total Description and analysis of 3 examples of today’s media – specific stories, not general coverage; includes sources that contribute to analysis of the media examples Several paragraphs: words Concluding analysis of theory as relating to the examples of today’s journalism – not repetition but moving beyond what has already been stated above Several paragraphs: 300 – 500 words Submit to Turnitin receipt along with report as Word attachmentDeadline 6pm Monday, April 23

Turnitin.com Class ID: Enrolment password: MMC910

Circulation, ratings, survival Dennis McQuail Need to know audience is quite new – unites everyone in media and relates to advertising How much do we know about audience: does buying paper or tuning to TV program mean absorbing information? Concepts of reach: Print – total reading public paying readers reading audience – paper read by more than buyer internal audience – some parts only

Circulation, ratings, survival 2 TV /radio – potential audience (own machine) regular audience intensity – background or watching actual audience for a program Films – paying audience/go to movies renting films buying films films on TV

Circulation, ratings, survival 3 Roger Clausse model of audience reception Message offered Message receivable – location Message received – what was that ad about? Message registered Message internalized – will lead to action Target audience – ideal group to be reached

Circulation, ratings, survival 4 Spatial dimension of audience reach – location, regional, not national, or local; density desired Time dimension – instant, daily, weekly, monthly Intensity of use – varies in countries/habits Variety of audiences – gender, age, income, occupation More choices means more selectivity of media Internal diversity – like BBC, many types of programs External diversity – Al Jazeera, Fox News Trend is to more specialized channels, media

Audience Selectivity Biocca’s five concepts Selectivity – don’t watch everything Utilitarianism – satisfies a conscious/unconscious need Intentionality – audience is active Resistance to influence – viewer in control Involvement – viewer arousal

Transnational audiences Multilateral flow – to many countries via networks like BBC, CNN, etc. National redistribution 0f foreign media Bilateral – spillover effect like US/Canada or Irish/British, India/Pakistan Is there an international audience?

Role of the Market Robert C. Picard Media industries operate in dual service market their own product + advertising Media sell audiences to advertisers Geographic markets – not in small countries like UAE Media competition: inscribed vs recorded Media have various strengths – Picard doesn’t get into social media which came after 1989 Competition greatest among similar media/not across categories

Types of Media Competition Perfect – many Monopolistic competition – many products, each only from one firm Oligopoly – only a few big firms Monopoly – only one/gov’t controlled Concentration of ownership – big media

Economics of Advertising Gillian Doyle Why advertising? Does advertising work for brands more than products? Advertising tries to inform and persuade Oligopolies limit competition, to keep out new players Brand proliferation – different prices, targets How to measure advertising? New media – but Doyle writes in 2002/very early

Editorial Independence? Michelle Grattan Piece from 1998 speech, revised Interesting for implications, not relevant to GCC today Demolishing walls between editorial and sales News vs entertainment Should media provide info no one wants to pay for? Decline in circulation of print newspapers, closings Future of print? Future of media?

Topics for Final Essay Select one of these and develop the argument using references and some of the theories you’ve studied; use examples from current journalism: Being objective in journalism is impossible Social media has changed everything about journalism The print press can’t survive beyond the 21 st century There is no future for investigative journalism Press freedom is growing/or not growing worldwide Tabloidization is taking over the media

Evaluating the Final Essay Rubric for Final Essay40 points maximum Topic and approach of essay are logically explained in opening section 10 Relevant examples of today’s journalism are used to back up the main argument of the essay 10 – at least 3 examples 5-7 sources are used to back up main argument and discussion of examples of journalism 10 Literature review covers subject3 Grammar, spelling, proofreading are competent3 In-text citations, References (only) follow Harvard style (no footnotes) 4

Template for Final Essay Construction of Report4000 words maximum Opening section: introduces topic/argument and briefly indicates direction of the report Several paragraphs: words Literature review of relevant sourcesSeveral paragraphs: words Description and analysis of at least 3 examples from current journalism to develop the argument Several paragraphs: 500 words per example/1500 words at least Sources used as references discussed – they may be included in section above to analyze examples of journalism Several paragraphs: words What does it all mean – final sectionSeveral paragraphs: words Submit First Draft to Turnitin receipt along with report First Draft as Word attachmentDeadline 6pm Monday, May 7 Draft will be returned by end of week; final version due May 30; June 15 if working with Karen New Turnitin receipt required with Final Version

Topics for Presentation II What theories from after Midterm remain useful? From Week 7 in Syllabus beginning with Ian Ward: Team 1 Media and Market/Ethar, Anastasia, Shumaila Team 2 Anni, Saloomeh/ Team 3 Jaidaa, Karthik, Ali/ Presentation is on April 30

Schedule for rest of semester Week of April 23 – no class Monday or Wednesday Report due April 23 by 6 pm – 10 am EDT Don’t forget to Turnitin receipt also Work on final Essay Monday, April 30 – discuss Week 11 readings; Team Presentations II Monday, May 7 – discuss Week 12 readings Monday, May 14 - first draft of Essay due by 6 pm Monday; work with Karen on it

Coming Up MMC 911 meets in KV5 – 121 on Wednesday, April 18 Online version of Field Trip Story 2 due before 6 pm Team reports I on local version of international story in class Wednesday, May 2 – Team Reports II on whatever you like See you Wednesday!