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JMC 101: Media Literacy Notes

by: Jade Humphrey

JMC 101: Media Literacy Notes JMC101

Jade Humphrey

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About this Document

Dates are listed in each document. These are all of my notes from the first week of classes until 9/1/16
Media Literacy
Dan Hollis
Class Notes
media literacy, journalism
25 ?




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This 9 page Class Notes was uploaded by Jade Humphrey on Monday October 10, 2016. The Class Notes belongs to JMC101 at Marshall University taught by Dan Hollis in Fall 2016. Since its upload, it has received 12 views. For similar materials see Media Literacy in Journalism and Mass Communications at Marshall University.

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Date Created: 10/10/16
Media Literacy Notes 8/23/16 ­   All Media messages are constructed o For appeal o For getting their message across  ­   Media has rules  o Headlines; what will catch the attention of the audience  o Foreboding/mood adjusting music or sounds; what will arise certain feelings or moods in the audience  o Camera angles; controlling what the audience sees, which can correlate to  how they feel or react  ­   Media constructs a reality that might differ from the true reality  ­ Media is perceived differently by each person  ­ There are embedded values in every form of media  ­ Media sometimes is the most common medium for knowledge, even if that  information is incorrect o Ex. Is Hinduism a mainstream religion?  You wouldn’t know it is, because the media doesn’t usually portray  Hinduism as a mainstream religion  ­ Media is driven by a profit or power source  *Side note* ­ Brain often takes shortcuts  Media Literacy Notes 8/25/16 12 Themes of JMC 101  1.  Media’s Intersection with Culture  o Culture: totality of  o Media reflects and affects society  *Side Notes* Cultural Imperialism­ our media influenced in the world and shapes  their identity and influences other cultures  2.  Money   ­ Money will come up all the time when discussing media ­ Concentration of Ownership: media is owned by a certain amount of  people ­ Media owners are in it to make money 3.  Advertising  ­ EXTREMLEY important to media  ­ The main way the media makes money ­ Ads don’t need traditional media to get message out anymore  ­ Ads know how to subconsciously influence you to want to buy a product 4.  Impact of Technology   ­   Makes knowledge almost instantaneous  5.  Media Abundance ­   Most platforms for media  ­   More media in our lives than ever before  *Side Question*      ­ too many choices in media?       ­ Buyers regret  ­ Stuff is left out  6.  Fragmenting Audiences  ­ Media picks and chooses media  ­ Picks it’s demographic to sell too  ­ Picks it’s audiences to sell to ­ Sometimes stereotypical  7.  Legal Issues  ­ How much should the government stick their nose in the media’s  business?  ­ Government Intervention vs. Freedom of Expression  ­ Diversity of media  8.  Media Responsibility  ­   Mostly, the quality of media is average, but we accept it ­   Does the media have a responsibility to lift us up as a society?   9.  Lifespan of Media  ­ Familiar is important to us  ­ Media works in this aspect  ­ Lifespan even shorter than ever before  10. Blurring of the Lines  ­   The difference between news and entertainment?  ­   Talk show hosts: journalists?  ­   Rom­Coms 11. Analytics  ­   Numbers and Stats integrated in the media  ­   Cookies; the media knows that you like and where you’ve been  ­ The media knows how to create money­makers based on this idea  Media Literacy Notes 8/30/16 Television  ­ Average American spends 5 hours a day (35 hours a week) watching TV/  any video programming  ­ More money is spent on TV ads than any other medium  TV Delivering Systems  Those using broadcast airways Vs.  Those not using broadcast airways  ­ The Gov. regulates the public airways through the FCC to guard against  indecent content  ~ Side Note: Through the public airways, cable is invited into your home  ­ Broadcasters need a license in order to operate on public airways  PICON standard – standard mechanism by which the FCC operates on in  order for broadcasters to keep their license  P – Public  I – Interest C – Convenience O – And  N – Necessity  ­ Broadcasting revenue comes from TV advertising  Cable  ­   Cable is invited into your home, and not regulated in the same way  Broadcast TV is. Internet TV; Netflix, Hulu..  Appeal: ­ Instant entertainment  ­ Cheaper  ­ No commercials    ~ Cord­Cutting: using nontraditional means to watch TV such as Netflix, Hulu,  YouTube, etc.  Questions to Consider:  ­ Fairness: Is it fair that broadcasters must operate with different rules than  cable?  ­ How soon until traditional media is taken over by the Internet?  Brief History of TV:  ­ Philo Farnsworth invented TV in 1920’s  ­ 50’s: TV boomed ­ 60’s: TV was controlled by 3 broadcast networks  Primetime TV – Saved entertainment for when they know people will most likely  be watching  Fringe time – when local stations put best entertainment on  ~ June 12, 2009­ Broadcasters had to operate in digital  TV Market ­   How does broadcast TV get to you? Public Airways  ~ Major Cities are TV markets: #1 NYC #2 L.A. #3 Chicago  #4 Philadelphia  #67 Huntington/ Charleston   Carriage fees = Subscriptions  ­ Shows or producers must pay people to be on system or network / cable  providers or MSO    Multitude of Choices  ­ The average person watches 17 channels  ~Largest MSO – Comcast Cable  ­ MSO’s have all the power, in order to join networks, smaller networks must  kiss their asses by… ­ Lowering carriage fees  ­ By giving the company or part of it to the MSO A La Carte Cable  ­ Pick­and­Pay, refers to a pricing model for pay television services in which  customers subscribe to individual television channels ­ Cable shows get programming from networks they are affiliated with  ~ Syndication­ people who own shows that sell their shows to the highest bidder.  ­ They figure out highest bidder through Ads.  Off­Network Syndication­ re­runs; shows that made it big on a network but now  are re­ran for a profit  First­Run Syndication – First time any show is seen on this network ex. Game  shows, talks shows, etc.  ~ They make money in the long run ~  Media Literacy Notes 9/1/16 Television Day 2  Ratings – How large an audience is ­ All about Ads ­ Determined by number of people watching your show divided by the total  number of TV household’s times 100 ~ Number of people/total number of household’s x 100 = show rating  Neilson company ­  American media firm that measures TV ratings by using this  formula  ~ Flaws in the system:  ­ Can’t measure everyone; every household they measure, represents 3,000  other homes  ­ Might not be watching the Ads ­ Neilson work is expensive, plus they only evaluate 4 months out of the year  ­ Sweeps months; Feb, May, Jul, Nov ­ Networks air best shows on during those months  Social TV Networks­ Looking for engagement of audience  ­ Award shows, reality shows, competitions ­ Again, audience might not be engaged with the Ads. Most are usually  focused on social media  Demographics­ Advertisers sell their product to 18­49 year olds. They target 18  year olds more because…  ­ More impressionable  ­ Impulse buyers   ~ Sometimes, networks care more about demographics than audience  Impact of Technology  ~ Research tells us that police officers think they can tell when you’re lying ­   Technology is there, so networks might be reading too much into numbers  Timely News ­   Time is important in media  ­   Idea of “newness” is important  ­   In TV, programming is depicting shows when they want, appointment TV  ~ Binge watching – watching shows back to back ­ Research tells Netflix that comedies are the least Binge worthy  ­ Thrillers are the most Binge worthy  Time Slots ­ When the network says that show is going to aim. ­ Time slot matters, based on when people will be watching  ­ The day your show airs matters. Sunday is the most watched, then it  progresses from most to least until Sunday again.  ­ Monday, Tuesday, Wednesday, Thursday, Friday, Saturday (Least)  ~ NFL Sunday night football is the most watched show last year ­ Ads crave Thursday night to hopefully better influence people to buy things  they see on Ads. 


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