MASS MEDIA

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MASS MEDIA
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Youtube clip American Psycho

• http//www.youtube.com/watch?vIXlkq9vHuAEfeature
  related

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The Power of MEDIA

• Media Effects
• http//www.youtube.com/watch?vqvgURfZMGoQ
• Power of Media
• http//www.youtube.com/watch?vxmtd9o6ZWZM
• Power of Social Media
• http//www.youtube.com/watch?v5mid8p4A6Eg

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CANADIAN VS. US TV WATCHING

• AVERAGE WEEKLY VIEWING (hours mins)

Persons 2736 3412 Men 18 2730
3444 Women 18 3018 3846 Teens (12-17)
2136 2350 Children (2-11) 2130
2559 - From TV Bureau of Canada, 2012
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RECEPTIVITY TO ADSACROSS MEDIA TYPES

• Watching Television 58.8
• On the Internet 12.6
• Reading a Newspaper 11.2
• Listening to the Radio 8.6
• Reading a Magazine 2.7
• Out of Home 2.3
• -Survey conducted by BBM Analytics, 2011

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Innerscope Research Media Effectiveness Study

• observed 100 male and female participants aged
  18-49 as they experienced the advertising of 24
  national brands within the following media
  environments
• TV ads were viewed within a 30-minute episode of
  Two and a Half Men
• Radio ads were heard while listening to 15
  minutes of Toronto's CHUM FM during a virtual
  drive
• Online ads were viewed while surfing msn.ca for
  15 minutes
• Newspaper ads were viewed while reading the
  Vancouver Sun's Life section for 30 minutes

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METHOD OF STUDY

• The study biometrically measured consumers'
  unconscious emotional responses, captured with a
  lightweight wireless vest that monitors skin
  sweat, heart rate, respiration and movement.
• Eye tracking and measures of intensity and
  synchrony were condensed and analyzed to
  determine moment-by-moment, as well as overall,
  emotional engagement.

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RESULTS

• ADVERTISEMENTS WATCHED
• ON TELEVISION PRODUCED
• 3 X higher emotional engagement and three times
  higher aided next-day recall than radio ads.
• 1.8 X higher emotional engagement and 1.4 times
  higher aided next-day recall than online video
  ads.
• 5 X higher aided next-day recall than online
  display ads.
• 5.5 X more total emotional engagement and
  comparable aided next-day recall than newspaper
  ads.

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• The mass media refer to print, radio,
  television, and other communication technologies.
  Mass implies that the media reach many people.
  Media signifies that communication does not
  take place directly through face-to-face
  interaction. Instead, technology intervenes or
  mediates in transmitting messages from senders to
  receivers. Furthermore, communication via the
  mass media is usually one-way, or at least
  one-sided. There are few senders (or producers)
  and many receivers (or audience members).

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• 1450 Printing press (Gutenberg)
• 1702 First daily newspaper (London Daily
  Courant)
• 1833 First mass circulation newspaper (New York
  Sun)
• 1837 Photography (Daguerre)
• 1840 Telegraphy (Morse)
• 1875 Telephone (Bell)
• 1895 Movies (Lumiére)
• 1906 Radio
• 1941 Commercial TV
• 1948 Long playing records
• 1952 VCR
• 1961 Cable TV
• 1969 ARPANET (US Dept of Defense)
• 1975 Microcomputer (Apple)
• 1983 Cell phone
• 1989 World Wide Web (Berners-Lee)

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CANADIAN INTERNET USE
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Why the Mass Media Grew

• The Protestant Reformation promoted literacy.
• Democratic movements promoted mass involvement.
• Capitalist industrialization promoted the search
  for profit.

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Theories of Media Effects

• Functionalist (coordination, social control,
  socialization, entertainment)
• Conflict (legitimation of injustice and
  inequality, source of profit)
• Symbolic interactionist (audience interpretation)
• Feminist (under- and misrepresentation of women
  and other minorities)

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SOCIAL CONTROL

• SOCIAL CONTROL the social mechanisms that
  regulate individual and group behavior, leading
  to conformity and compliances to the rules of a
  given nation or culture

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Jerry Springer Social Control

• http//www.youtube.com/watch?vW_334td7t5I

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Theories of Media Effects

• Functionalist (coordination, social control,
  socialization, entertainment)
• Conflict (legitimation of injustice and
  inequality, source of profit)
• Symbolic interactionist (audience interpretation)
• Feminist (under- and misrepresentation of women
  and other minorities)

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Canadas Media Giants, 2007

• CTVGlobeMedia (BCE and Thomson, Toronto,
  4.3b/yr CTV, Globe and Mail, TSN, major urban
  radio stations)
• Rogers (Rogers, Toronto, 3.9b/yr cable TV, ISP,
  29 radio stations, 62 magazines, Sportsnet, Blue
  Jays)
• CanWest Global (Asper, Winnipeg, 2.9b/yr Global
  TV, National Post ,10 major urban dailies)
• Shaw (Shaw, Calgary, 2.8b/yr Cable TV, ISP, 49
  radio stations, etc.)
• CBC (public, Toronto, 1.6b/yr CBC-TV,
  Radio-Canada)
• Quebecor (Péladeau, Montreal, 1.0b/yr Sun
  newspapers, major Quebec newspapers, cable TV,
  etc.)

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Global Media Giants, 2007 (rank and annual
revenue)

• Rank and name US b
• AOL Time Warner (U.S.) 46.5
• Disney (U.S.) 35.5
• Comcast (U.S.) 30.9
• Vivendi Universal (France) 29.6
• News Corp. (U.S./Australia) 28.7
• Bertelsmann (Germany) 25.7

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CONFLICT THEORY

• 3 MEDIA BIASING MECHANISMS
• Advertising
• Sourcing
• Flak

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Audience Reaction to Pro-Choice TV Dramas

• Pro-life women from all social classes think
  abortion is never justified and reject the mass
  medias justifications for abortion.
• Pro-choice working-class women who think of
  themselves as members of the working class adopt
  a pro-choice stand as a survival strategy, not on
  principle.
• Pro-choice working-class women who aspire to
  middle-class status distance themselves from the
  reckless members of their own class who sought
  abortions on the TV shows.
• Pro-choice middle-class women believe that only
  an individual womans feelings can determine
  whether abortion is right or wrong in her own
  case.

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Youtube video

• http//www.youtube.com/watch?vkWuOVAWyKwQ
• http//www.youtube.com/watch?v9_JpYfScoHsfeature
  related

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Summary of the Four Theories

• Functionalism identifies the main social effects
  of the mass media coordination, socialization,
  social control, and entertainment. By performing
  these functions, the mass media help make social
  order possible.
• Conflict theory offers a qualification. As vast
  moneymaking machines controlled by a small group
  of increasingly wealthy people, the mass media
  contribute to economic inequality and maintaining
  the core values of a stratified social order.
• Interpretive approaches offer a second
  qualification audience members filter,
  interpret, resist, and sometimes reject media
  messages according to our own interests and
  values.
• Feminist approaches offer a third qualification.
  They highlight the misrepresentation of women and
  members of racial minorities in the mass media.