MSCH-C 213 Week Four
MSCH-C 213 Week Four MSCH-C 213
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This 5 page Class Notes was uploaded by Abigail Billing on Sunday September 18, 2016. The Class Notes belongs to MSCH-C 213 at Indiana University taught by Suzannah Comfort in Fall 2016. Since its upload, it has received 79 views. For similar materials see Intro to Media and Society in The Media School at Indiana University.
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Date Created: 09/18/16
MSCH-C 213 Week Four Media Economics Cont. How does the Internet Make Money? Money comes from ads o Views and click-through “Banner-blindness” o Gotten used to seeing ads and brain automatically ignore it Native Advertising o Creation of content that resembles editorial content but is in fact a paid ad o Paid content that matches publications editorial standards while meeting audience’s expectations. Characteristics of a New Media World Four things media companies must do or die o People must want to share content Visual design – big images Make sharing easy o Embrace Mobile No two screens alike Design smallest version first o Redefine Advertising 2011 23% of consumer time was spent on mobile Only 1% of ad dollars flowed in o Become product driven Maximizing Profit Return on Revenues o Profit/Revenue Return on Assets o Profit/Asset Revenue – total income before expenses Assets – infrastructure invested in Profits – what you keep Economies of Scale - Producing an extra unit price decreases as scale of output expands Economies of Scope - Multiproduct production - Variation of same product Constructing Audiences - Orienting towards quantity or niche MSCH-C 213 Week Four Reducing Risk - Marketing and duplicating existing successes Three Basic Strategies Maximize profits by increasing revenue and decreasing expenses Construct niche audience and keep conditioning o Long tail marketing vs. lowest common denominator Reduce risks using marketing Technological Innovations Replicable potential of digital Business Innovation Marketing convergence o Marketing one thing on multiple fields/mediums Content & Reality Of Mass Media Humans are storytellers Our brains seem designed to create stories out of the world around us We often learn about typical human behavior by observing the atypical o Visual fields cross in the brain: left visual fields are perceived by the right side of the brain and vice versa o Left brain: control language o Right brain: visual processing Stories are persuasive Facts are persuasive but stories are more so Factors that influence the persuasiveness o Narrative coherence o Narrative fidelity o Narrative transportation Stories are more memorable, impactful, personal Stories Facilitate Well-being Expressive writing (writing about yourself) o Improve mood disorders, reduce symptoms of cancer patients, boost memory o Why does this work? We don’t know… maybe helps reshape views of ourselves. MSCH-C 213 Week Four What is “reality” when it comes to media? How we evaluate what we see o Social utility (can you use info in real life) o Identity (is the character like me) Additional ways we think about reality o Factuality – what actually happens o Plausibility – what might happen o Typicality – what typically happens o Emotional involvement – emotionally pulled at o Narrative consistency – plot behavior o Perceptual persuasiveness – how real does it look Next-Step Reality Message must appear real Must be a “little more then reality” o Everything is a little more beautiful, available, fun What is the appeal? o Some realism is necessary o Total realism is not attractive Why do we turn to media o Some experiences in real like are impossible or the costs are too great Developmental Difference Under 3: TV is a “magic window” 3-5yr: learning skepticism (TV isn’t always true) >5yrs: distinguish between fiction and news Adult discount o Skeptical of magic window o In place by 12 but not the same for everyone and not on every media content i.e. reality TV Reality TV Why is it made? o It is cheap to make Why do we watch? o “Quality?” – often low quality o Experience o Voyeurism – experience something through some one else o Information seeking MSCH-C 213 Week Four How real is it? o The power of editing – can drastically change scene Types of Reality TV Documentary Style (think animal planet) Reality-legal (Judge Judy) Competition/game show Self improvement/make over (say yes to the dress/what not to wear) Social experiment (married at first sight) Hidden Camera Supernormal/paranormal Hoax (punked) Parody Media Literacy & Reality TV How much do we think is “real” or “fake” on reality TV? How can we know Media literacy approach allows us to critically evaluate what we are seeing “next step reality” principle shows us that every media message is a mix of reality and fantasy Reality Instagram Celebrities and “insta-famous” celebs get paid to promote products but it is not always clear it’s paid promotion o Kind of like native advertising More followers more posts = more money o Fashion bloggers $5k - $25K per post o Kendall Jenner, Gigi Hadid $125k - $300k per post Realism and Video Games Does “next step” realism apply to video games Perceptual persuasiveness o Input devices o Graphics/sound Emotions and “reality” Opening scene from up o Know they are not real but feel emotional connection Human like robot o Looks kinda real but also kinda creepy Uncanny valley MSCH-C 213 Week Four o When things get really close to human but not quite it is kind of off putting
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