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Date Created: 02/09/15
COMM 387 Media Public Relations amp Propaganda SutJhaHy EXAM 1 COMPLETE LECTURE NOTES This study guide contains lecture notes for the following 1 Advertising and the Origins of Broadcasting 2 The Factory in the Living Room 1 3 The Factory in the Living Room 2 4 The Factory in the Living Room 3 5 The Factory in the Living Room 4 Lecture 1 Advertising and the Origins of Broadcasting When it comes to media the major approach in the eld of communication has been a messagecentered approach o Is there another approach that will allow us to get to the logic of the system that drives mass media quotFollow the moneyquot 0 How media can be funded 1 By consumers directly buying a product 2 By advertisers supporting media 3 By government support 0 The commercial media industry TV has never focused on messages as the thing they sell Messages are a tool to produce something else History of Radio from 1920 1930 o The inspiration to turn radio in a consumer product is attributed to David Sarnoff President of RCA How can we start making from radio Sarnoff was the rst to have the idea to sell radio sets to consumers 0 Radio sets only receive messages radio receivers Consumer needed a reason to buy radio sets 0 RCA established radio stations across the USA 0 Messages are needed to sell the radio sets Selling sets primary concern messages secondary concern 0 19201922 400 radio stations established by RCA and others 0 By 1923 there are 600 0 Set up by universities newspapers police departments hotels labor unions 0 RCA sells over 83 million worth of sets between 19221925 RCA made up four companies 0 General Electric 0 Westinghouse 0 United Fruit 0 ATampT ATampT comes up with the idea of toll broadcastingquot o Broadcasters can sell time on air to someone else Paid messages sponsored o This idea now dominates the entire system of mass media amp society After some controversy it becomes tradename publicityquot 0 Instead of selling radio sets they begin selling time on air Why is it that ATampT experiments in this way with advertising 0 They manufactures only transmitters not radio sets The development of a network of stations linked together broadcasting the same messages quotcentralized production of messagesquot 0 NBC rst network What is a network 0 Flagship station sends out one message to many different af liated stations Why set up the network 0 NBC has two philosophies 1 Public servicequot sell more radio sets 2 Generate income from advertising 1927 CBS emerges as rival network 0 Like ATampT does not make radio sets 0 Generate money from advertising allows direct advertising The public will have to accept the fact that it can t have the best in programming unless advertising pays for itquot Wiliam Paley 0 Political statement limiting o Attempt to shut off thinkingquot Airwaves are a limited resource 1927 Radio Act Establishes Federal Radio Commission later the FCC to allocate broadcast licenses o Choices 1 Commercial system advertising takes central role 2 Mixed system noncommercial AND commercial voices This was the LAST time that society in the US contributed to a debate around the means of central communication Today our media is corporately controlled and no questions are raised closed system that presents itself as an open system 1996 Telecommunications Act Allocated the digital spectrum 0 Those who controlled the analog spectrum also control the digital spectrum 0 There was no debate about this 0 The movement towards a corporate dominated system based on advertising has both an ECONOMIC and POLITICAL dimensions Lecture 2 The Factory in the Living Room 1 o How is media funded What does that do to the messages 0 What is the logic of advertising based communication systems 0 Case study Television 0 The basic economics of television are quite simple They involve a commodity that s traded by both the networks and the creators of programming time The networks sell it and the producers ll itquot TV Guide c rp Independent Adventlsers pr u em Hinliwnnlci Enquot AdiE H mi i Li z ii FinaEmmi nweiarlemn 39 REGRAM E minutes 24 miWU lEEll 1 What is the COMMODITY sold by commercial media 0 Audience watching time is the commodity of the TV industry 0 Ad rates determined by the siie of the audience amp demographic make Up 0 The buyers of this commodity are advertisers o The commercial media re not in the message making business 0 They are in the consciousnessselling business 2 WHO produces this commodity 3 How is PROFIT generated in the production and sale of this commodity
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