1. Introduction to Mass Media
Instructor: Shujun (Penny) Jiang

2. You are connected
Q: What is your media experience of today since you wake up?
Smart phones make all types of mass media --- books, newspapers, magazines, music, radio, movies, TV, Internet---available 24/7 on one small device
Mass media keep you informed, entertained and sell you products.

3. Mass Communication becomes wireless
Wi-Fi (Wireless Fidelity)
New tech give you any mass media in any location
The "global village" defined by Marshall McLuhan come true.
Examples about your amazing experience of using mass media anywhere you are

4. Mass Media Are Everywhere you are
Radio in the car
Internet newspaper
News and updates from social media (facebook, twitter)
Homework or download new songs, favorite TV sitcom, reading e-book, text a friend, friends, which is more compelling?
Q: Mass media or homework? Are we all addicted?

5. source: veronis suhler stevenson (http://www.vss.com/)

6. Media/Impact: audience
Economically, socially, culturally
The way you vote, spend money, eat, talk, work, study, and relax
Basic needs: apparel, food, accommodation, transportation
More needs: information, entertainment, education…
Discussion: give an example how media have impact on you

7. Communication Process
Three ways people communicate
Intrapersonal communication
Interpersonal communication
Mass communication

8. Communication process
H. Lasswell’s 5W model: Communication is a process through which
who (source)
says what (message)
in which channel (medium)
to whom (audience)
with what effect?
Who?
Communicator
With what effect? Effect
To whom?
Receiver
In which channel? Medium
Says what?
Message

9. Communication Process
Shannon-Weaver ‘s mathematical theory of communication, 1949

10. Mass communication Process
Sender (source) e.g. cable provider/satellite company
Channel (medium)
Receiver e.g. TV set
Noise : distortion, interruption, static
Feedback: you receive the message and send response

11. Three characters of mass comm.
A message is send out on some form of mass communication system
The message is delivered rapidly
The message reaches large groups of different kinds of people simultaneously or within a short period of time

12. Three key concepts of Mass Media
The mass media are profit-centered businesses
Technological developments change the way mass media are delivered and consumed
Mass media both reflect and affect politics, society and culture

13. Mass Media are Profit centered business
Do you think mass media is
To fulfill public’s information need?
To influence the country’s governance?
To disseminate culture?
To offer entertainment and provide outlet for artistic expression?
Above all, profit-centered

14. The U.S. media industry collect $276 billion a year in income

22. Advertisers and Consumers Pay the Bills
Most of the income the mass media industries collect comes from advertising
People who want to sell you products pay for most of the information and entertainment you receive through the mass media
Consumers support the media indirectly by buying the products that advertisers sell

23. Mass Media Industry: the case of US
Books : 150,000/year, 1/3 from retail, e-books
(kindle, ibook)
Newspapers: 1,400 daily newspapers, moring, afternoon, weekly, Ad makes up over 2/3 spaces
Magazine: 20,000 magazines
Recordings: income from CDs and download, iTune is the largest music retailer
Radio: 14,000 radio stations, AM/FM, public, mostly FM, online radio (Pandora)

24. Mass Media Industry: the case of US
Movies: 40,000 theater in US, 600 pictures a year, oversea movie sales, downloads, 3-D
TV: 1700 tv stations, ¼ is public, network NBC, CBS, ABC, cable and satellite tv service termed as subscription TV, 90% home wired
Internet: fastest growing, 79% consumer online, a new mass media, an integrated sys for print, audio, video and interactive media, online shopping, social networking, e-business

25. Media Ownership in US
All media are privately owned except PBS (Public Broadcasting Service), National Public Radio (NPR) survive on government support, private donations and minimal corporate sponsorship, less than 2% of Advertising
Ownership is contracting, concentration of ownership

26. Concentration of ownership: US case
Chains
Broadcast networks
Conglomerates
Vertical integration

27. Chains
In 1700s:Benjamin Franklin establish American’s first newspaper chain in Pennsylvania Gazette
In 1930s, William Randolph Hearst newspapers accounted for 14% national daily, and 25% Sunday sales
Today, U.S. newspaper chain giant is Gannett Co, 83 daily, USA Today

28. Broadcast Networks Radio and television stations
Regulator: FCC (Federal Communications Commission)
Four major TV networks:
ABC (American Broadcasting Co.)
NBC (National Broadcasting Co.), oldest, 1920s
CBS (Columbia Broadcasting System),
Fox, youngest, 1986, TV only

29. Broadcast Networks
1996, Time Warner Inc. --- WB (Warner Bros.), Viacom Inc. --- UPN (United Paramount Network)
Affiliates are stations that use network programming but are owned by other companies
2006, TV networks offer shows on demand for downloading
Today, available on all mobile media, smartphones, ipads

30. Conglomerates
Conglomerates are companies that own media companies as well as businesses that are unrelated to the media business
GE (General Electric Co.) other businesses e.g. financial services, appliance manufacturing, owns NBC Universal pictures, sold 51% to Comcast, nation’s largest cable company.
Media properties are attractive investments,but some conglomerates are unfamiliar with the industry

31. Vertical Integration the most widespread trend
One company simultaneously control several related aspects of the media business, newspapers, magazines, radio and TV,
Gannett, largest chain of newspaper owner, owns TV and radio, a chain that is vertically integrated

32. Vertical Integration
Walt Disney Co. owns Disneyland amusement park, Motion Pictures Group, the ABC TV network, the ESPN cable network, and ESPN: The Magazine.
Time Warner owns Warner Bros. Pictures, HBO, Turner Broadcasting, CNN, TNT, TBS, Sports Illustrated, SI.com and the Cartoon Network.

33. Competition and Convergence Dominate
since 1986, NBC, CBS, ABC have been sold to new owners more than once
Fox Broadcasting Co. is a part of Rupert Murdoch’s News Corp. which owns The Wall Street Journal, TV stations, magazines, and 20th Century Fox Film Corp.

34. Competition and Convergence Dominate
Convergence: technological and economic
One way to expand a company to take advantage of convergence is to acquire an established business that is successful
Reasons for fast convergence:
public ownership, publicly traded, stocks on exchanges
Deregulation, FCC withdrew many restrictions

35. Why media properties converge
Media properties can be attractive investments,
newspaper and broadcast stations are scarce commodities; They are easier business to buy than to create; They have gone through a cycle of family ownership;
The fast way to gain internet expertise is to buy one that had created internet presence or products
The economic downturn in 2007 hit newspaper business and make it hard to survive

36. Concerns of Media Properties converge
Supporters of concentrated ownership and convergence say a large company offers advantages that a small company can never afford
Critics say concentrated ownership and convergence interfere with message pluralism.

37. Technology Changes Mass Media Delivery and Consumption
1st information communication revolution: The invention of phonetic writing in 1000 B.C.
2nd :The invention of movable type in 1455, Gutenberg, printing press, AD 1000, Chinese also invented a printing press
3rd: the invention of the computer
Wireless digital tech make mass media personal and mobile

38. Media Take advantage of Digital Delivery
Traditional communication: one way
Today’s communication use broadcast, telephone, cable , satellite, computer technology:
two way and interactive

39. Mass Media both reflect and affect politics, society and culture
Multiple sources of information and entertainment makes different media environment for each people

40. What we should understand mass media and why?
Media Impact