MI

1. MEDIA/IMPACT
12TH EDITION
Chapter 1 – Mass Media and Everyday Life

2. MASS MEDIA ARE EVERYWHERE YOU ARE
According to industry estimates, adults spend about 12.5 hours (748 minutes) of
each day using mass media—more than three-fourths of their waking hours.
 Online news
 Radio traffic reports
 Reading fashion trends and product reviews in magazines
 Reading your textbook on an iPad or Kindle
 Using cell phone to email, text or update your Facebook status
 Using your Xbox to watch Netflix
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3. MASS COMMUNICATION BECOMES WIRELESS
Today’s technology makes mass media wireless. You can use a mobile device to:
 Check Twitter
 Stream movies or TV shows
 Play video games
 Check your family’s ancestry
 Find a restaurant while traveling
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4. HOW THE COMMUNICATION PROCESS WORKS
Communication is the act of sending messages, ideas and opinions from one source
to another.
 Intrapersonal communication – Communication within one person
 Interpersonal communication – Direct sharing of an experience between two people
 Mass communication – Communication from one person or a group of persons
through a transmitting device (a medium) to large audiences or markets
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5. WHAT ARE THE MASS MEDIA INDUSTRIES?
 Books – Publishers issue about
200,000 titles a year in the U.S.
 Newspapers – Newspapers today are
struggling to make a profit. Eight
declared bankruptcy from 2008-2010.
 Magazines – According to the
Association of Magazine Media, 75
percent of magazine readers prefer the
printed magazine. 16 percent read on
computers and 9 percent on tablet or
smartphones.
 Recordings – CDs and Internet
downloads account for almost all
recording industry income.
 Radio – About 15,000 radio stations
broadcast in the U.S.
 Movies – There are about 40,000 indoor
movie theater screens and 600 outdoor
screens in the United States. Studios
make about 500 films per year.
 Television – About 1,700 television
stations operate in the U.S.
 Internet – Fastest growing media
industry. About 80% of U.S. adults have
Internet access.
© 2017 Cengage Learning. All Rights Reserved.

6. THREE KEY CONCEPTS TO REMEMBER
The mass
media are
profit–
centered
businesses.
1
Technological
developments
change the way
mass media are
delivered and
consumed.
2
Mass media
both reflect
and affect
politics,
society and
culture.
3
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7. MASS MEDIA ARE PROFIT-CENTERED BUSINESSES
Concentration of Ownership – Large companies buy smaller companies so that fewer
companies own more types of media businesses.
 Chains - multiple print outlets owned by one corporation
 Broadcast Networks - collection of radio or TV stations that airs programs across
the country at designated program times. Station ownership and operations are
regulated by the Federal Communications Commission (FCC).
 Conglomerates – a company that owns media companies
 Vertical Integration – one company simultaneously controls several related aspects
of the media business. Each part of the company helps the others.
© 2017 Cengage Learning. All Rights Reserved.

8. CONVERGENCE DOMINATES THE MEDIA BUSINESS
 Convergence - The melding of the communications, computer and electronics
industries because of advances in technology. Also used to describe the economic
alignment of the various media companies with each other to take advantage of
technological advancements.
 Most media companies are publicly traded.
 The FCC, beginning in 1980, gradually deregulated the broadcast media.
© 2017 Cengage Learning. All Rights Reserved.

9. WHY MEDIA PROPERTIES CONVERGE
1. Media properties can be attractive
investments.
2. Newspapers and broadcast stations
are scarce commodities.
3. Newspapers and broadcast stations
have moved past their early cycle of
family ownership.
4. Newspapers and broadcast stations
are easier businesses to buy than
create.
5. The Internet changed the economics
of all the media industries.
6. The economic downturn that began in
2007 hit the newspaper business
especially hard because newspapers
were heavily dependent on real estate
advertising and classifieds and
challenged by the dynamics of the
Internet.
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10. ADVERTISERS AND CONSUMERS PAY THE BILLS
American media industries generate $200 billion in annual revenue.
 Ads are primary income source for newspapers, radio, and television.
 Consumers pay indirectly by buying the products that advertisers sell.
 Magazines receive more than half of income from ads and the rest from
subscribers.
 Movies, recordings, books and video games profit from direct consumer sales.
© 2017 Cengage Learning. All Rights Reserved.

11. TECHNOLOGY CHANGES MASS MEDIA
DELIVERY AND CONSUMPTION
Phonetic Writing: First Information
Communications Revolution
Early attempts at written communication began with
pictographs—a symbol of an object that is used to
convey an idea. Pictographs developed into
phonetic writing in 1000 B.C. when symbols were
used to represent sounds.
Printing: Second Information
Communication Revolution
As societies grew more literate, the demand for
manuscripts flourished, but a scribe could produce
only one copy at a time. In 1455, Johannes
Gutenberg printed a Bible on a press that used
movable type.
Computer Technology: Third
Information Communications
Revolution
Computers have become the electronic storehouses
and transmitters of vast amounts of information that
previously relied on the written word.
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12. MEDIA TAKE ADVANTAGE OF DIGITAL DELIVERY
Digital delivery accounts for an estimated $1 trillion in global revenue each year.
 One-Way Versus Two-Way Communication – Digital delivery has evolved from a
one-way system like ordinary television to a two-way interactive system that works
like a combination of television, telephone and computer.
 Interactive – A message system that allows senders and receivers to communicate with
each other simultaneously.
 Dumb Versus Smart Communication – Dumb communication can only deliver
programming. Smart communication allows for a two-way exchange.
 Digital communication – Data in a form that can be transmitted and received
electronically.
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13. HOW TODAY’S COMMUNICATIONS NETWORK OPERATES
The Receiver You, the subscriber – checking email,
Tweeting, watching movies, reading news
articles, playing video games, etc.
The Channel Cable, Telephone, Satellite and Cellular
Companies – provide Internet
communications delivery, acting as a conduit
by gathering all the services from national and
international networks.
The Sender Internet Service Providers – Also known as
ISPs. Provide a way of organizing the
information to help you find what you want.
The Message Content – All text, audio and video that are
digitized into bits are potential content for a
digitized communications system.
© 2017 Cengage Learning. All Rights Reserved.

14. MASS MEDIA BOTH REFLECT AND AFFECT
POLITICS, SOCIETY AND CULTURE
 Media industries provide information and entertainment, but also affect political,
social and cultural institutions. They influence AND mirror society.
 Selective Perception – Each person processes messages differently. Many variables
are at play (family background, past experiences, education, interests, etc.)
 Multiplying sources for information and entertainment today mean that very few
people share identical mass media environments. This makes it more difficult for
scholars to analyze the specific or cumulative effects of mass media on the general
population.
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15. WHY YOU SHOULD UNDERSTAND
MASS MEDIA AND EVERYDAY LIFE
 Technological advances: Increasing costs for media industries to replace old
equipment and confusion for consumers who must constantly replace products.
 The development of communications technology directly affects the speed with
which a society and culture evolve.
 It has taken 5,500 years to achieve instant communication.
 The Internet of Things: Forecasters predict a future where all aspects of consumers’
lives will be managed through their connection to the Internet.
© 2017 Cengage Learning. All Rights Reserved.