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Lecture 1

JMC 1200 Lecture 1: Media History and Culture ALL SEMESTER

21 Pages
17 Views
Spring 2017

Department
Journalism & Mass Communication
Course Code
JMC 1200
Professor
Vogan Travis
Lecture
1

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Media History and Culture 2 (Week 2)
Tuesday 3/7
Competition from Television
Movie sales dropped 50% from 1947-1960
Producers reacted with content banned from TV: sex, violence, more
social commentary
Hollywood revenues rebound to ¾ of their peak
Film did things TV couldn’t---> 3D movies, Cinemascope (Screen
expanded
Competition sparks innovation^^
Competition from Home Video
Video Cassette Recorders
Film industry attempts to block their proliferation
Eventually capitalizes on home video (rental and purchase) as a key
Established the “time-shifting” and on-demand format and anticipated
digital streaming
Blockbuster----> stores closed in 2012
Netflix launches in 1997 as a mail service
Streams in 2007
Begins producing original content in 2013 (House of Cards,
Orange is the New Black etc.)
Hollywood studios and independent films increasingly create films with
streaming in mind (The Interview)
Streaming services produce films for theatrical release (Amazon and
Manchester by the Sea)
Media Convergence
Film and Advertising
Films do more than just tell stories
They reinforce dominant “master” narratives
Reflect and create consumer culture
About making money
Consumer Culture= the social aspect and make up of consumption
Question Example
If we accept the premise that films encourage us to do certain
things and act in certain ways, how might film encourage us to
purchase certain things?
Product Placement
Product Placement
The promotion of goods brands through their placement in a film or
media text
Dates back to Edison
Often very subtle, but sometimes the product/brand can play a
significant role in a film’s narrative (Lindsay Lohan’s Herby)
Help to create realism
Increasingly common as the film industry struggles to maintain
relevance and find new revenue streams
Advertising and Public Relations in Media
Advertising
Supports media in ways government cannot
Greater source of revenue than government can offer
PR= Voice of business competing in
Financial markets
Marketplace of ideas
Sandwich Men (London)
“A piece of human flesh between two slices of paste board”
Charles Dickens
Advertising and the Penny Press
Industrial presses expanded circulation
Editors realized they could sell papers for a penny
They would lose money on circulation (papers sold), but regain it
with advertising revenue
P.T. Barnum
Founded of Barnum’s American Museum in New York
Traveling circus
Catered to public’s taste for hokum and ballyhoo
People want to be fooled
Barnum Museum
Philosophy of Advertising
Barnum is foundational figure that you can trick people into acting with
their wallets
Essay by Horace Greeley, 1850
Be aware of “immense change in the power of the public press”
To neglect “the advantages of advertising robs publishers of fair
advantages and aids wiser rivals”
First Ad Agencies
London 1812 George Reynell
Legal ads
New York 1841 Volney Palmer
Quickly branched out to other cities
N.W. Ayer & Son
Open book ad agency
Placed patent medicine ads
J. Walter Thompson
Full Service ad Agency - Copywriting, design, placement
Week Two (Thursday)
Four models of ad agencies
1. Newspaper agencies take orders for ads
2. Brokers/space jobbing sell space to clients then buy the ad space
3. Space wholesalers buy large amounts of ad space at a discount then
resell it to clients at regular rates
4. Advertising concessions contract ad space and take risk of selling the
space
Uneeda Biscuit
N.N. Ayer ad for first packaged and ready-to-eat food from Nabisco
Simply creating an image and suggesting its something your life
would be better with (“Don’t forget Uneeda Biscuit”)
Advertising Regulation
All ads were allowed without concern for public in U.S. until 1906-1914
Federal Trade Commission
Food and Drug Administration
Grape Nuts
Advertised as a cure for appendicitis
This is both false and dangerous
Was eventually prohibited from making false claims
Muckrakers and Regulation
Samuel Hopkins Adams

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Description
Media History and Culture 2 (Week 2) Tuesday 37 Competition from Television Movie sales dropped 50 from 19471960 Producers reacted with content banned from TV: sex, violence, more social commentary Hollywood revenues rebound to of their peak Film did things TV couldnt> 3D movies, Cinemascope (Screen expanded Competition sparks innovation^^ Competition from Home Video Video Cassette Recorders Film industry attempts to block their proliferation Eventually capitalizes on home video (rental and purchase) as a key Established the timeshifting and ondemand format and anticipated digital streaming Blockbuster> stores closed in 2012 Netflix launches in 1997 as a mail service Streams in 2007 Begins producing original content in 2013 (House of Cards, Orange is the New Black etc.) Hollywood studios and independent films increasingly create films with streaming in mind (The Interview) Streaming services produce films for theatrical release (Amazon and Manchester by the Sea) Media Convergence Film and Advertising Films do more than just tell stories They reinforce dominant master narratives Reflect and create consumer culture About making money Consumer Culture= the social aspect and make up of consumption Question Example If we accept the premise that films encourage us to do certain things and act in certain ways, how might film encourage us to purchase certain things?
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