Discussion Mini-Essay Post #3 and Peer response: Complex and Interdependent Relationships
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Chapter6Part2-Dancer.pptxPotter, Media Literacy, 9e. © SAGE Publishing, 2019
Development of the Mass Media Industries
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Chapter 6 Part 2
Potter, Media Literacy, 9e. © SAGE Publishing, 2019
Current Picture
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Convergence
Change in perspective of elements of communication
Technological convergence
Change from analog to digital coding
Digitization primary
Technological convergence: refers to how innovations about storing and transmitting information have brought about changes to the mass media industries, like computer. But it is the software code that actually has brought about the change.
Change from analog to digital coding: The recording, storage, and retrieval of information that relies on the physical properties of a medium is analog coding. Example: use of vinyl disks in music recording studios. Digital coding refers to using a sequence of symbols or bytes (usually numbers) that are not dependent on the physical characteristics of any one medium. Digital code is standard and can be read by any medium. Also, the digital code can be compressed and stored.
Digitization primary: Switching from copper fiber to fiber optics, speed has increased. Advent of Wi-Fi and bluetooth increased speed of communication.
Technological convergence refers to how innovations about storing and transmitting information have brought about changes to the mass media industries.
Analog coding is the recording, storage, and retrieval of information that relies on the physical properties of a medium.
Digital refers to using a sequence of symbols or bytes (usually numbers) that are not dependent on the physical characteristics of any one medium.
With technological convergence, channels are much less important than are audience needs and messages.
One advantage is that a single message can generate many streams of revenue.
The second advantage is that when the message appears in one channel, it stimulates audience members to expose themselves to the message in other channels.
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Potter, Media Literacy, 9e. © SAGE Publishing, 2019
Current Picture
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Convergence
Marketing convergence
Marketing strategy has broadened
Niche audience targeted
Advantages of generating same messages
Marketing convergence: changed the way media programmers regard audiences and how they develop their messages.
With marketing convergence, companies have broadened their marketing by thinking about all the ways they can distribute their messages across as many channels as possible.
Convergence has also changed the way media companies view audiences.
Media companies used to rely on the principle of lowest common denominator (LCD) which means that they tailored their messages to appeal to everyone.
Programming has shifted to long tail marketing which involves attracting the small, niche audiences at the end of the tail of a bell curve.
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Mark Zuckerberg, CEO Facebook talks about the evolution of digital marketing
Potter, Media Literacy, 9e. © SAGE Publishing, 2019
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Potter, Media Literacy, 9e. © SAGE Publishing, 2019
Current Picture
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Convergence
View of media altered toward audience
Long tail marketing strategy viable
Constant research and use of Internet
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Potter, Media Literacy, 9e. © SAGE Publishing, 2019
Current Picture
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Convergence
Psychological
Eliminates geographical and sociological barriers
Interactive feature of media
People as contributors to media
Psychological convergence refers to changes in people’s perceptions about barriers that previously existed that are now breaking down or totally eliminated due to recent changes in the media.
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Potter, Media Literacy, 9e. © SAGE Publishing, 2019
Current Picture
Special case of the computer industry
Development of hardware and software
Dominant in transmitting messages
Internet-based services
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Special Case of the Computer Industry
The computer medium is moving into dominance.
There are three categories of media businesses in this industry.
Developer of hardware and software (Microsoft, Apple).
Conglomerates that acquire many media companies (The Walt Disney Company, Time Warner).
Companies that provide Internet-based services (Facebook, Twitter).
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Potter, Media Literacy, 9e. © SAGE Publishing, 2019
Fast Company Series Dives Into Work in 2040
https://cheddar.com/media/fast-company-series-dives-into-work-in/player?autoplay=false
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Potter, Media Literacy, 9e. © SAGE Publishing, 2019
Current Picture
Profile of Mass Media Workforce
Increase in digital media; loss of print and broadcasting sectors
Number of people in media occupations
Journalism a popular choice
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Number of people in media occupations: Wide variety of options have come into being other than the traditional job profiles. Also, with small businesses searching for a way to make a name, they too hire people to work on publicity for them. The genre has widened with time. These people target audience for any said business and aid to develop positive review about your business. Along with the 2 million full-time advertising professionals, these people too use skills.
Profile of Mass Media Workforce
Mass media employ less than 1% of the adult population in the United States.
The largest employer within the media industries has been newspapers along with film and video production.
Demographic patterns show that more women are working outside the home.
Although 45% of the labor force is female, there are still many more men than women working in the mass media industries.
The media industries that have the highest percentage of women employed are magazines and books, where women make up more than 50% of the labor force.
Journalism is a popular profession within the media industries.
Most journalists are male, White, and young.
Most television writers are male and young.
Women account for 55% of the working population in the advertising industry.
Women who are employed in the media industries are usually in positions of lower status, earn less money, and have less education.
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The future of news media is in our hands | Rickey Bevington | TEDxPeachtree
Potter, Media Literacy, 9e. © SAGE Publishing, 2019
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Potter, Media Literacy, 9e. © SAGE Publishing, 2019
Summary
Pattern of growth of media
Channels of distributing messages
Change initiated due to convergence
Large-scale distribution gives way to niche audience
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Summary
The development of the media industries generally moves from the innovation stage to growth, peak, decline, and then adaptation. Remembering this pattern will help you understand how the media industries start, how they grow, and where they are today.
Historically, the mass media industries have been defined by their channels of distributing messages--book, newspaper, magazine, film, recording, radio, broadcast television, cable television, and computer. But over the past few decades, the mass media industries have undergone profound changes due to the forces of convergence--technological, marketing, and psychological. These forces of convergence have eroded the old channel distinctions and have shifted the focus away from the characteristics of distribution and onto the needs for media messages in distinct niches of audiences.
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