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by: Morgan Christensen


Morgan Christensen

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About this Document

Media Literacy, Media Business
Mass Comm & Soc
Lisa Swenson
Class Notes
25 ?




Popular in Mass Comm & Soc

Popular in Communications

This 2 page Class Notes was uploaded by Morgan Christensen on Monday September 19, 2016. The Class Notes belongs to COMMS 101 at Brigham Young University taught by Lisa Swenson in Fall 2016. Since its upload, it has received 9 views. For similar materials see Mass Comm & Soc in Communications at Brigham Young University.


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Date Created: 09/19/16
COMMS 101 WEEK 3: 09/18/16 MEDIA LITERACY  TA INFO: o Tuesdays 3-6PM BRMB o Thursdays 9-10:30AM  Instruction on how to use the tools wisely and for good.  DEFINITION: being able to both understand and respond to media; gathering, analyzing and critiquing media so that we can better understand both who is sending the message and what is being left out. o What is media, how operated, what is the message, role in society, how audience response o Reading the media; educated media consumer  Remember that the media we see is from the choices and perspective of people who work for the media. FILTER. GATEKEEPING. Propaganda/censorship. o Media are constructions (biases, personal opinions, often not real even in documentaries)  Send a collage of your media diet before the midterm and you’ll get extra credit. Email address is in Learning Suite.  Media diet? o Why do you make the choices that you do?  Four Basic Dimensions of ML — KNOW THESE o Cognitive — ability to process info o Emotional — feelings created by info o Aesthetic — ability to interpret from artistic/critical view o Moral — examining values  MEDIA BIAS o Omission and selection  Determining what to use, what Qs to ask  Combat this by just going to different sources to try and get all sides o Story selection and placement  Many people think that if there’s a big photo or front page article, it must be the most important. o Labeling (word choice)  Terrorist vs freedom fighter… their opinion. o Spin  Using particular words to influence a reader a particular way (tone)  Over a thousand vs several hundred people o Photos, captions and camera angles  Why do they choose the pictures for the article that they do?  How do we learn to be media literate? — teach in school/ at home  Qs to ask: o Who created this?/ Source o What’s the message? Lifestyle, values, points of view o How does it attract me? COMMS 101 WEEK 3: 09/18/16 o Why? o Different interpretation? o What’s missing?  5 Core concepts — to remember o All media messages are contructed o Media messages are constructed using its own rules MEDIA BUSINESS  Commercial Forces o Monopoly — market with many buyers and one seller o Oligopoly — control of supply in small number of producers o Media oligopoly — where ownership and diversity are limited and thus the action of any media group will affect its competitors (i.e. Comcast and Disney)  Types of consolidation o Concentration within one industry  Advantage: can better invest in research and development  Disadvantage: message from one source instead of multiple, results lean towards profits instead of good products o Conglomerate ownership (media and non media) i.e. Disney o Horizontal integration/ cross-media ownership — owning all types of media products but across the board  Good for synergy — combination of effects that is greater than the sum of individual effects.  Time Warner example: batman books, DC comic, six flag rides, x box games, etc. advertising for any of this is great for synergy (good for the brand of batman) o Vertical integration — owning everything from production through distribution  Media Performance o Direct payment — bought from consumer o Indirect payment — revenue comes from advertisers  Life cycle of media  Short-head media: many people interested in few products o i.e. Many people go to Wal-Mart to buy Beyonce’s new CD. Then it dies out.  Long-tail media: few people interested in many products o i.e. A local band gets their song on iTunes. They have few but devoted fans.  Power of media o Concerned with transmission and storage of info o Power to influence mass audience o They are gatekeepers of information.


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