HSH208 Lecture Notes - Lecture 2: Mass Media, Advertising Mail, Economic Rationalism
Working with the media
The power of media
• Can drive socio-cultural change
• Consensus- can bring people together, community, nation
• Conflict- Can emphasise difficulties, inequalities in resource distribution according to gender,
class & ethnicity
Persuasion
• Political indifference (Unsafe, unhealthy products, economic rationalism)
• Free market economy (Advertising, fast food , gambling etc.)
• Vested interests (Tobacco)
Types of mass media
Electronic
• TV
• Radio
• Cinema
• Telecommunication
• Websites
• Digital media
News, talkback, national ABC, commercial, public, local,
ethnic
Ads: Local, national, targeted
Advocacy: email, twitter, Facebook, phone, fax
Information: individual advice, interactive
Print
• Newspapers
• Magazines
• Pamphlets
• Newsletters
• Posters
Broadsheet, tabloid, local papers, rural, ethnic, daily,
weekly
Targeted demographics or interests
Information: contacts, links
Create community, continuity, awareness raising
Outdoor
Billboards and signs
Wide reach, reinforce message
Direct mail
Client lists
Cheap; individualised
Australian media profile (Population of 24 million people)
• 50+ television stations (free to air)
• Endless paid T.V
• 100+ radio stations in Melbourne
• 30+ major daily newspapers
Mass media in Australia (News selection)
• Media proprietors (Governments)
• Journalists (Public relations- 400 agencies + in-house)
• Editors (community interests groups, individuals)
What is public relations
• Public persuasion by mass media
• PR exists largely to influence the news
• It is the driving force behind what gets on TV and into print
• Corporations use PR to: Create a positive public image & play down threats to consumers,
environment, democracy
Working with the mass media
Mass media publicity strategies include:
• Media releases
• Writing for publications
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
The power of media: can drive socio-cultural change, consensus- can bring people together, community, nation, conflict- can emphasise difficulties, inequalities in resource distribution according to gender, class & ethnicity. Persuasion: political indifference (unsafe, unhealthy products, economic rationalism, vested interests (tobacco) Free market economy (advertising, fast food , gambling etc. ) Electronic tv: radio, cinema, telecommunication, websites, digital media, newspapers, magazines, pamphlets, newsletters, posters. News, talkback, national abc, commercial, public, local, ethnic. Broadsheet, tabloid, local papers, rural, ethnic, daily, weekly. Australian media profile (population of 24 million people: 50+ television stations (free to air, endless paid t. v, 100+ radio stations in melbourne, 30+ major daily newspapers. Mass media in australia (news selection: media proprietors (governments, editors (community interests groups, individuals) What is public relations: public persuasion by mass media, pr exists largely to influence the news, corporations use pr to: create a positive public image & play down threats to consumers,
