Discussion Mini-Essay Post #3 and Peer response: Complex and Interdependent Relationships

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Potter, Media Literacy, 9e. © SAGE Publishing, 2019

Development of the Mass Media Industries

Key Idea: Historically the mass media industries have followed a life cycle pattern of development (innovation, growth, peak, decline, and adaptation stages) but now the most powerful force shaping its current nature is convergence.

Chapter 6 Part 1

Potter, Media Literacy, 9e. © SAGE Publishing, 2019

Patterns of Development

Presence of old and new industries

Shaped by many factors

Life cycle pattern

Innovation (birth)

Penetration (growth)

Peak (maturity)

Decline

Adaptation

Shaped by many factors: different historical influences, technologies, regulations, and audience needs.

Development of Mass Media (1900s-1950s)

Potter, Media Literacy, 9e. © SAGE Publishing, 2019

Patterns of Development

Innovation Stage

Technological: channel of transmission

Marketing innovations

Recognize needs and value of audience

Attract and condition audience to repeated exposure

Marketing innovations: There have been many technological innovations for the dissemination of information but all have not been successful. Hence, in addition to technological innovations, marketing innovations too had been initiated that would use technology to deliver messages in order to garner audience and subsequently business.

Innovation Stage

The innovation stage of a medium’s development is characterized by a technological innovation that makes a channel of transmission possible.

Marketing innovations are strategic-type inventions that have created new ways to identify audiences and their needs, attract their attention, and present messages in a way that holds their attention and conditions those audiences for repeated exposures.

Technological innovations are engineering-type inventions that have created new ways to capture, store, and transmit information in print, graphic, photographic, audio, and video formats.

Potter, Media Literacy, 9e. © SAGE Publishing, 2019

Patterns of Development

Penetration Stage

New mass media channels need to appeal to a large heterogeneous population

Must satisfy needs of public in a better manner than existing media channel

Involves growing acceptance of a medium

Involves shift to a new medium from old

Affected by certain factors

Shift to new medium from old: Television was deemed to be better than radio, because it offered pictures in addition to sound. Television garnered more audiences in return for the same attention. Television satisfied many people’s need for entertainment because television brought many hours of entertainment into a person’s home each and every day. There was no need to leave the house to enjoy a movie or show.

Factors influencing growth of media: Public’s need and desire for the medium, additional innovations brought about to alter the appeal of other competing media, political and regulatory constraints and the economic demands of the private enterprises that own and operate the mass media.

Penetration Stage

During the penetration stage, a media channel must appeal to a very large, heterogeneous population.

The penetration stage of a medium’s development is characterized by the public’s growing acceptance of that medium.

Potter, Media Literacy, 9e. © SAGE Publishing, 2019

Patterns of Development

Peak Stage

Garners maximum attention

Generates maximum revenue

Highest level of penetration

Influences audience and advertisers

Peak Stage

The peak stage is reached when the medium commands the most attention from the public and generates the most revenue compared to other media.

Potter, Media Literacy, 9e. © SAGE Publishing, 2019

Patterns of Development

Decline Stage

Challenged by new medium

Loss of audience and revenue

Advertisers also diverted

Same needs satisfied by competing medium

Same needs satisfied by competing medium: The advent of 1990s saw broadcast television experiencing a decline in audiences and advertisers with the increase in cable channels. People were watching particular kinds of content that they wanted such as news (CNN and Fox News), sports (ESPN), movies (TCM), comedy, (Comedy Central), and music (MTV and VH1). The time they spent watching generic programmes designed for all had reduced. Cable television was successful in creating and targeting niche audience.

Decline Stage

In the decline stage, the medium is characterized by a loss of audience acceptance and therefore by a loss in revenues.

Potter, Media Literacy, 9e. © SAGE Publishing, 2019

Patterns of Development

Adaptation stage

Repositioning of medium, identify new needs

Eliminate common elements

Creating and targeting niche audience

Expand on other advantages

Adaptation Stage

A medium enters the adaptation stage of development when it begins to redefine its position in the media marketplace.

Evolution of the Mass Media in the United States | American Government

Potter, Media Literacy, 9e. © SAGE Publishing, 2019

Comparisons Across Mass Media

Potter, Media Literacy, 9e. © SAGE Publishing, 2019

Comparisons Across Mass Media

Life Cycle Pattern

Presence of old and new mediums

Some trying to coexist amid competition

Presence of old and new mediums:

Old mediums--print media like books, newspapers, and magazines

New medium--computers

Some trying to coexist amid competition: Except the cable TV and computers, all other mediums are in the adaptation stage. This implies that they are all trying to figure out how to coexist with the other up-and-coming media as well as with each other.

Life Cycle Pattern

The life cycle pattern is a useful template for showing patterns of development for mass media.

The life cycle pattern is not perfect; some media never reach their peak.

Comparisons Across Mass Media

Indicators of Peak

Change in medium over time

A medium at peak is dominant medium

Is radio second most dominant medium?

Computers and Internet entering peak

Is radio second most dominant medium?

People use radio as medium for background music and exposing themselves to other work at that time. Next, radio doesn’t generate much revenue.

Computers and Internet entering peak: audience control and variety increasing with computers. Content designed in specific way. Choices not restricted. Example: Amazon Prime, Netflix

Indicators of Peak

When a medium is at its peak, it is usually the dominant medium.

Broadcast television was in the peak stage for about 40 years but was replaced by cable television.

The medium of computers is well on its way to a peak because it can deliver many types of content through one medium.

The amount of money the medium generates.

The amount of time people spend with the medium.

Is Print Journalism Dying, Or is it Already Dead?

Comparisons Across Mass Media

Decline and Adaptation

Rise of one forces another to adapt

Growth of Internet, decline of traditional medium

Advent of smartphones initiates growth

Decline and Adaptation

When one medium rises to its peak, it affects other media.

Television surpassed newspapers, but newspapers were able to survive because they adapted.

Newspapers began presenting longer stories with in-depth reporting.

The fastest growing medium is the computer/Internet, especially with the widespread use of mobile devices, like tablets and smartphones.

In the United States, 9 of 10 adults carry a mobile device, and by the eighth grade, 80% of kids have their own cell phone.

Website

Technology that changed us: The 2000s, from iPhone to Twitter

Journalism: Last Week Tonight with John Oliver (HBO)