CS101 Lecture Notes - Lecture 4: Horizontal Integration, Mass Media, Transmedia Storytelling
Document Summary
Week 4 lecture 1 october 5th 2012. Final exam: thursday, december 6th, 2012 / 7pm. Explore the changing ways that media is thought about, by researchers, by the media industry and by the government: We worked through trends in media convergence and the concentration of media audiences: Forms of convergence (technological, economic, social creative, global: mainly focused on first two, technological, digital and coding become the way most media is communicated, economic convergence linked to concentration of ownership. Concentration of ownership: vertical and horizontal integration. Audiences are not given, but are social constructs: Roots of the term come from being within hearing, but modern audiences are rarely in the same place. Conceptions of audiences are often grounded in particular context (industry, government, scholarly research) Mass media audiences are theoretical constructs as much empirical realities: cannot see audiences, only imagine. Audiences change with media, also different context pay attention to different ways that people use and consume media:
