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Class Note

by: Laura Spinka
Laura Spinka
GPA 3.99

Mass Media

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About this Document

Mass Media
Class Notes
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This 1 page Class Notes was uploaded by Laura Spinka on Friday October 23, 2015. The Class Notes belongs to Class Note at University of Idaho taught by Mass Media in Fall. Since its upload, it has received 7 views. For similar materials see /class/227793/class-note-university-of-idaho in Journalism and Mass Communications at University of Idaho.

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Date Created: 10/23/15
IAMM 100 Media amp Society Fall 2008 Key concepts for understanding mass media 1 Adaptation The process by which one form of mass media responds to new technology Example During the 19505 radio stations responded to the arrival oftelevision by adopting a formula known as verticalformat targeting a particular age group by playing one style of music pp 131 132 quotThe history of American mass media reveals that older media forms do not disappear when confronted by newer forms Instead mass media adaptquot p 129 2 Segmentation The process by which media audiences break into smaller segments divided by age geographic area ethnic group politics or interests The media respond with specialized content targeted at that sub group Example The proliferation of small circulation specialized magazines targeted at people who share leisure interests musical tastes or lifestyles quotIn the age of specialization magazines have further delineated readers along ever narrowing age linesquot p 328 3 Synergy also known as symbiosis or a symbiotic relationship a A mutually beneficial partnership intended to increase profits for both companies McDonald s Happy Meals promote a Disney movie b Cross promotion of product among different forms of media owned by the same company TV Guide puts Fox programs on the cover p 319 4 Convergence a Blending of technologies to enhance delivery of content to consumers quotMulti media content mixing audio video and data can be delivered in a number of forms including through telephone lines high bandwidth cable and digital satellite servicesquot p 48 b When reporters produce news content for multiple quotplatformsquot owned by the same media company A reporter might write different versions of the same story for a website a newspaper and a local news channel See p298 for a discussion of multi media online newspapers 5 Monetization A term that describes conversion of non revenue generating assets into those that generate revenue In media it means finding ways to make money from different kinds of content


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