RTF 305 Week 5 Lecture Notes
RTF 305 Week 5 Lecture Notes RTF 305
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This 4 page Class Notes was uploaded by Cassidy Schap on Sunday September 27, 2015. The Class Notes belongs to RTF 305 at University of Texas at Austin taught by Joseph Straubhaar in Fall 2014. Since its upload, it has received 32 views. For similar materials see Introduction to Media Studies in Film at University of Texas at Austin.
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Date Created: 09/27/15
Why and How We Study the History of Media There are patterns key points that tends to repeat Technology changes with time allows for new things to happen Look at how entrepreneurs governments nonpro ts ppl who will have interestuse for it take new tech and run w it Tend to work in recyclingreadapting things we already know about not completely new Revolutionary new tech does build on what we had before Pattern that initially we ll see very few massi ed widely spread things Gutenberg s printing press massi ed access to the bible which enabled protestant rev which enabled widespread literacy which enabled political revs Creation of new media newspapers magazines Started out as going to massive wide audience became narrowerbroke down into niches History helps us anticipate future changes Tech is disruptive somewhat unpredictable enables new kinds of media Entrepreneurs think of new uses for it Patterns of industry application also repeat Telsar was rst communication satellite enabled telephones and sat TV to reach further also enabled unforeseen internet Genres repeat across tech new media We can apply older techniques to new media Radio 1 Before speed of communication was speed of travel and distance of senses Ex town crier letters Telegraph was little woodmetal thing didn39t seem too impressive Give it a message in Morse code that someone could translate from any distance If we could create link bt US and Britain could essentially communication instantly Speeddist of communication became instantin nite Result people could have biggermore complex businesses Speed of communication became greater than speed of travel Leads to global info ppl can nd out whats happening on other side of world instantly Caveat global only if youre on the grid Creates divide bt countriespeople that are on the grid and those that aren t Marconi dev quotwireless telegraphquot for Transatlantic shipbusiness communication Was inventor but also businessman Way to make money was thru patent monopoly so if you want to use the tech you have to pay him 1901 marconi s company made rst transatlantic radio transmission other than ppl using for business ppl would use as experimental tech amateur radio was unrestricted used of airwaves for broadcasting used by hobbyists inventors entrepreneurs free democratic exchange of ideas titanic was turning point in history of radio big problem was it was really hard for anyone to get distress call across Marconi operators vs Radio Of cers Former were paid to give indiv messages from passengers Latter on board having hard time sending distress call bc it was unregulated Govt fears chaose on the airwaves Radio Act of 1912 Navy controls radio broadcast to ensure that most important messages lifedeath can be heard over general chatter Results radio run by military who decide to bring in big businesses to organizeregulate and prevent chaos made it v restrictive to get radio licenses so amateurs couldn39t use the airwaves and radio was no longer free interactive public medium After WWI radio still controlled by navy fear that British Marconi company will dom industry and we will be beholden to them Needed to nd way to defend American interests founded RCA Radio 2 Struggle for control of airwaves 19221926 radio con icts govt intervention ATampT forced to give up radio monopoly to keep telephone monopoly RCA forms 2 networks NBC Blue and Red designed to make sure radio has a little bit of diversity in terms of program CBS 1927 offshoot of Columbia Phonograph 1934 Federal Communications Commission FCC job to regulate all of these players ABC 1945 result of FCC regulation against chain broadcasting Ad agencies make radio programs for commercial sponsors wanting to sell consumer goods Development of integrated advertising 19351939 soap operas sitcoms radio dramas Major sponsor Procter and Gamble golden age of radio 205405 standardized program formatsschedules Hollywood lm studios begin to produce shows and provide stars 0 Not inevitable path that networks would take 0 19221923 British Commission tours US radio were disappointed thought it was a waste of potential no culture or edu decide to form the BCC public monopoly no ads license fees paid by listeners board of directors independent of govtbusinesses emphasis on education and culture 0 TV built on same model as radio commercial broadcasting Same networks NBC CBS ABC 0 Same govt approach regulated monopolies Same formats cop shows mysteries soap operas Radio 3 0 Early web development strong personalities Rock n roll as a term was coined by a famous radio DJ 0 In DJ era radio formats emerged Originally more closely resembled Top 40 radio Esp w emergence of FM you could have way more stations 0 Music and radio coevolved together 0 Talk radio element begins to fade away DJs often bribed to play certain records potential for abuse 0 Most DJs pushed out over time 705805 when nationally formatted programs were made in places like NYC and LA and sent out to be played all over country 0 Issue of localism v national format 0 Huge issue of ownership conglomeration 0 Horizontal integration happened when networks owned many stations and groups Standardizes music dumbs it down commercializes it Automatedoften standardized programming renders DJs obselete Appealing to radio owners bc they didn39t have to pay indiv ppl 0 Could argue that these programs were of higher quality than local programming 0 Local newscurrent events programming was created outside of local communities 0 FCC wanted localism to ensure it could respond to local needs esp in emergencies o What is radio now 0 Online music sites allow creation of channels 0 Give access to music not commercially pro table Pandora uses algorithms to gure out what artists match the ones you already like Allows you to create stations tailored to you own interests Many traditional radio stations are closing upselling licensemoving online Famous international stations move to web as well
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