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Final exam - mass media

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Final exam – mass media

Lecture 7 – Television

Television delivers audiences to advertisers:

• Commercial TV exists for the advertising reasons. (Examples).

• Television is faster to connect the audiences to the advertisers. (How?)

• It makes more advert money than any other media.

• 30 seconds on TV during the super bowl or American idol can cost 7


million AED.

Television overtakes radio

u The word Television appeared on an academic journal in 1907.

u Before that all image experiments called visual radio.

u By 1945 there were 10 TV stations in the US.

u 1949 radio has %81 of all broadcast audiences but by the end of the
year the TV was taking %41 of the audiences.

u People began enjoying watching the motion picture with the audio at
the same time.
Television ratings and the audiences

• Ratings provide advertisers with detailed information about the


audiences they have reaching.

• A.C. Nielsen company has providing description of audiences to


advertisers through surveys.

• Nielsen provides two types of numbers which are ratings and share.

• Rating is the percentage of households with TV set turned on to a


particular program.
• Share is to share-of-audiences, it compares the audience of one show
with another show.

• Sweeps refers to the most important months when rating companies


gather biggest rating information.

• Rating companies will receive their information in demographics like


age, gender, occupation and income. How?

• advertisers can target audience demographic based on such


information. (Example?)
Lecture 9 - Digital media

What is digital media

u Digital media refers to all form of communication media like text,


audio, video and graphics that is electronically transmitted over the
internet or computer networks.

u Technologically based

u interactivity

What digital media done to the world

- One of the major developments surrounding the digital media is the


internet.

- The internet made it possible to all the previous media including new
ones like social media to be delivered electronically via the internet

Digital communication has changed the media

• We can receive all types of media-print, broadcast, movies without any


obstacle.

• The internet led to the emergence of new media products like


Facebook, and Twitter (X). Which means social media existed.

• No central control on the internet.

• Media audiences became the consumers and the producers of the


media content. (How?)

World wide web (WWW)

• Sending emails, creating blogs, and websites, sharing videos, and


audios.
What happened to the old media

• Which appeared in a form of new media. Also, there is a signal of the


death of the old media.

• Whenever new forms of media appear the older forms don’t just die
but evolve to the situation.

New technologies take 30 years to settle

• Paul safo has a theory of 30-year role. This theory mentioned that each
technology as three stages of ten years each.

• In the first ten years, there will be an excitement stage.

• In the second stage there is wider access to the technology than


before.

• The third stage, the technology become commonplace and no surprise


anymore.

Digital divide

u Is the gap between those who have access and those without.

u Those who have no access are called “Truly disconnected adults”

Challenges before the entertainment

• Open access: this allows us to see more unwanted emails which called
spam.

• Storge capacity: internet users suffered from the limited storge.


(Examples).

• Personal privacy: banks started to create a secure system to protect


credit card information. In some countries, governments and security
agencies can monitor communication on the web.
Lecture 10 - The movie industry

Five important developments in Film industry

1- The move to California: movies were produced in New York in the early
days. However, to find the sunshine film companies were still must film
in Florida or Cuba. Then California became the Hollywood that offered
good weather, cheap land and Laboure.

2- the adaption of block booking: owners of theaters decided to make


movies because of the big profits. Block booking is when a movie
company signs up one of its theaters for 100 movies at a time.

3- The formation of united artists: in 1919 the block booking formed


studio called United Artists and started to distribute their movies and
other movies too.

4- Self-regulation: in 1920s the movie industry faced two crises. First are
the movie stars scandals, and second is the unappropriated content of
the movies, and some religious groups rejected it. That allowed the
MPDA, the motion picture producers and distributors association put
guidelines to follow so the cinema will be governed.

5- 5. the introduction of sound: in 1920 most movies were silent, but


technology improved sound by the mid-1930s.

Other ways to make money from the movies

u 3-D movies
u Widescreen and stereo (feel the reality).
u Popcorn and drinks in the theater.
Ancillary rights

• Subscription TV rights.

• Airline rights for in-flight movies.

• Song rights for soundtrack albums.

• Military rights to show films on military bases.

• Book publishing rights for screen plays.

• DVD reproduction rights.

• Video games rights.

• Internet downloads right.

How digital technology helps movie industry?

• Production: film recording is easier because of the smaller cameras.

• Distribution: movies could be distributed by satellite in the future.

• Exhibition: the theaters use a special effect, and seats selections


options.
Lecture 11 - advertising

What is advertising?

• We are paying for the media that we are watching, listening or even
reading through adverts we are consuming.

• Advertising is any paid form of non-personal presentation and


promotion of ideas, goods or services by an identified sponsor.

Advertising in magazines

u Magazines were initially wary of ads by 1887. they had fully embraced
them as way of raising the money they need to survive.

u The Federal trade Committee (FTC) Remained watching the advertising


content.

Advertising in radio

- regular ads have featured on radio.

- Companies announced higher sales since placements.

- In 1938, for the first-time radio recorded more ad revenue than


magazine

Advertising in Television

• Television adopted the dirt sponsorship that was borrowed from radio.

• This is a situation where an entire program is sponsored by one


company and its product will be the only one advertised in the
program.
Advertising on the internet

• The growth of the internet as a medium made advertisers to rush to


the internet as well.

• Banner advertising was used.

• Ad robots' method is common today.

• Viral marketing is the creation of entertaining ad messages that would


encourage audiences to pass it around through the social media.

Three characteristics of advertisement

• Repetition: when we repeat the statement over and over to reinforce a


specific point. This usually works with advertising. That draw an
attention to a product. (Right?)

• Style: advertisements started plain and straight forward so the viewer


will keep the attention with the advertisement.

• Ubiquity: being everywhere, every time. (same ad, we can see it on


radio, television, website, and newspapers). One ad will not grab
audience attention. (with or against?).

Advertisers target audience needs

u Advertisers are looking for what you need and target it.

u There are many studies goings on to understand the audiences’


nature.

u Which is called audience demographics.

u Audience demographics will enable the advertisers to know if this is


the right audience to be targeted or not. (give me example).
Three common criticisms against advertising

• Advertising adds to the cost of products: more expensive than the


usual price.

• Advertising makes people to buy what they don’t need like brands or
even buy one and get one offers. (example).

• Advert reduces competition. (only rich companies will go for


advertising because it is an expensive option).

Mass media and advertising

• Media and ad are dependent on one another. But advertising grows


bigger when the national economy is doing well. When economy is not
doing well income will fall and advertisers will choose the cheapest
options to reach audiences, this might be the internet. The success of
and ad depend on campaign brings.
Lecture 13 - Mass Media, society, culture and politics

Early mass media studies and views on media effects

• Two perspectives were held by the early researchers on the effect of


the media.

1. One group believed that media, especially TV affects our lives. It like
the injection that we are taking in our blood. (Hypodermic needle
hypotheses).

2. Other group believed that the media affects the human beings
differently. People are different in the way that they use media, so the
effect will be different from one to another.

Researchers on media effects

• Payne Fund sponsored the first major research into media effects.

• Blumer interviewed teenagers if they were influenced by television. His


research was a strong basis of hypodermic needle hypotheses.

• Cantril from Princeton university interviewed 135 people and their


views on what they watched on television. People who are well
educated will not be that much affected by television. (do you think TV
is the reason for being aggressive?)

Television as a social behavior

• George Gerbner found that 8 out of 10 prime-time programs contained


violence.

• The study conducted the television violence only affected some


children who were already aggressive.

• There is a direct relationship between television violence and


aggressive behavior.
• Children who are watching TV are more fearful and less trust than the
children who don’t watch TV.

• Good programs are building better personalities.


• Some studies mentioned that the environment of the children in
playing a role in their response to the Television effect.

Television and advertising

Studies showed that:

1. Children watch an average of hours of television advertising a week.

2. They see the advertising as another program and can’t differentiate


between programs and ads.

3. The idea of advertising is to sell a product which is far away from the
children’s thinking.

Media and politics

• %53 Was believing in media.

• Family and friends had more effect on people than the media.

• The theory that talks about getting information about politics from
media called two step flow.

Media and stereotyping

u Media have portrayed some ethnic and social groups in a certain way.
Images built about these groups over time.

u Whites tend to be represented more than anything else in the media.

u Minorities are either portrayed as outsiders or portrayed negatively.


(examples of media stereotypes).

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