COMN 2200 Study Guide - Final Guide: Payne Fund Studies, Semiotics, Communication

• School: York University
• Department: Communication Studies
• Course: COMN 2200
• Professor: Wade Rowland

Document Summary

Run by people who had a flare for writing. Lots of competition, a craft: market maturity rapidly expanding market for newspapers, always room for competitors, competition for market share becomes intense. Mass media in ge(cid:374)eral has pressure for (cid:858)(cid:271)ig(cid:374)ess(cid:859), just to keep gro(cid:449)i(cid:374)g the audie(cid:374)(cid:272)e a(cid:374)d attracting more advertisers. Size matters, more advertising revenue, more profit. Becomes a matter of survival rather than just success. The easiest way to grow your audience is buy out your competition. The bigger a company is the easier it is for it to buy its competition. 4 corporations that own more than 90% of the radio and television market in canada: bell media, rogers media, shaw media, quebecois media. Horizontal integration: buy companies out to increase market share. Vertical integration: when a single corporation owns both the source of its programming and the distribution of its programming, controls the entire supply chain, highest level of vertical integration in canada.