COMM 1233 Lecture Notes - Lecture 6: Oligopoly, Time Warner

• School: University of Arkansas
• Department: Communication
• Course: COMM 1233
• Professor: M.Neville Shepard

Document Summary

Everyone took in messages the same way, everyone did not discuss messages, they viewed masses as vulnerable. This has changed over time, with more and more media outlets targeting not only specific audiences, but even niche audiences, as we see with long tail marketing. Media outlets condition you to return to them automatically by conditioning you to rely on them. Subliminal messages should be regarded as a non-exposure. A large company that owns several distinct smaller companies. This is an example of a media oligopoly. Economies of scale- if you produce less, you must charge more (buy in bulk) Economies of scope- lower the cost per unit (multi-product production) Vertical integration- company buys or creates a company that has the equipment or resources you need in order to make your product. Horizontal integration- merge with companies that are similar to yours.