COMM 121 Lecture Notes - Lecture 3: Branded Content, Yellow Journalism, Viral Marketing
15 Sep 2016
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Seeks to keep all three sets of terms in view. We can"t answer all questions at once, but we can have a complex view of the relationships involved. Media keeps the social world at the center. We must look at media as different components, not one aspect. Four components: media message or product, readers/audience, technology, media industry. These components form a cycle around the social world. Media structures: part one: media ownership and control. The corporate view has become the american" view, even though the interests of the corporate entities that own mass media are far from universal pg. For example: in discussion of u. s. economy, national economic well-being = corporate success (not wages). The relationship between corporate financial health and citizen well-being is rarely discussed. Vertical integration: integrated ownership of most parts of a media industry (ex: venues, promotion, tickets, sales in music touring) Creates a monopoly in a certain media industry.
