lecturehandouts11

lecturehandouts11 - THE FACTORY IN THE LIVING ROOM 1 To...

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THE FACTORY IN THE LIVING ROOM 1 To avoid this trap we have to distinguish several common confusions. First, we must distinguish the production of messages from the production of audiences . The staff in the CBS newsroom produces news. The viewer, watching it, does not produce the news. But he/she does participate in producing the commodity audience-time, as does the CBS staff. Networks could produce messages that no one might watch. In that case a message could be produced without producing an audience. If no one watches the evening news, CBS would barely be able to give away that time, let alone sell it. The commodity audience time is produced by both the networks and the audience. Second, thus, we have to distinguish between the production of audiences and their exchange . There is a lot of talk in the industry about the media producing audiences, but they have not produced what they are selling. The networks merely sell the time that has been produced for them by others (by the audience). It is only because they own the means of communication that they
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lecturehandouts11 - THE FACTORY IN THE LIVING ROOM 1 To...

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