SOC 101 Lecture Notes - Lecture 14: Product Placement, Behavioral Targeting, Cultural Imperialism
Document Summary
Various technological processes that enable communication between the sender of message and the receiver of that message. Mass media: reach a relatively large and mostly anonymous audience. Traditional mass media have four key features: one-to-many communication: delivered from one source to a large audience, anonymous receivers: known sender and directed at a group of anonymous receivers, one-way communication: not interactive, distinction between producers and audience. Online media differs from those four key features above. Instead of being a media audience, these days, people are media users, acting simultaneously as producer and consumer of media content. Trends in media industries: growth in company size. Integration of media companies: vertical integration: a media company owns the different stages of production and distribution of a single media form. One company might own paper mills, printing firms, publishers and book stores: horizontal integration: when a media company owns different forms of media.
