COMM_432___Wk_2_Fall_2008

COMM_432___Wk_2_Fall_2008 - COMM 432 4 Sep 2008/Week 2 The...

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COMM 432 – 4 Sep 2008/Week 2 The Long Tail of Video: The End (and Future) of TV, Part 2
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The End (and Future) of TV
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A Culture of Hits: The Evolution of Mass Society
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A Culture of Hits: The Evolution of Mass Society Before the Industrial Revolution,  culture was local, fragmented  by geography. Lack of rapid transportation, communications,  limited cultural flow . Culture traveled no faster than people themselves. 
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A Culture of Hits: The Evolution of Mass Society Ea rly c 19, g ro wth o f he a vy indus try a nd the   ra ilro a d s ys te m  le d to  urb a niza tio n a nd g ro wth o f  g re a t Euro pe a n c itie s . The  e m e rg e nc e  o f m o de rn c ulture .  
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A Culture of Hits: The Evolution of Mass Society C19 Communications revolution a c c e le ra te s  e vo lutio n o f m a s s   s o c ie ty: 1. Commercial printing 2. Popularization of photography 3. Edison’s phonograph (1877)  * First wave of modern pop culture   Early c20, Edison creates mass market for film. Dawn of celebrity age. Pop culture rapidly links people across time and space .
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A Culture of Hits: The Evolution of Mass Society The broadcast mediums of radio and TV --  the “great American unifiers” – gave us our first truly national stars. Commercial media  hits define American pop culture. “The  connective tissue  of our common experience” The “ water cooler effect ” 
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A Culture of Hits – “Water Cooler” TV
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A Culture of Hits: The Evolution of Mass Society Chris Anderson, The Long Tail the last heyday of mass culture . Entertainment content then defined by the inherent  scarcity  of the  broadcast distribution model: 1. Half-dozen TV channels 2. 3 or 4 rock radio stations per market 3. Identical summer blockbusters nationwide
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A Culture of Hits: The Evolution of Mass Society The rise of high-speed Internet and mobile platforms has  diminished the power of centralized distribution systems , like those  of the traditional broadcast networks. The chokehold of mass culture has been broken. This trend has brought the rise of greater  consumer power and choice.
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The Evolution of Mass Society New trend : hits don’t matter as much as before. The sales benchmark for what qualifies as a hit has been falling.
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This note was uploaded on 09/29/2008 for the course COMM 432 taught by Professor Smith during the Fall '08 term at USC.

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COMM_432___Wk_2_Fall_2008 - COMM 432 4 Sep 2008/Week 2 The...

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