Comm 387 Lecture Notes Exam 1

Comm 387 Lecture Notes Exam 1 - Comm 387 Lecture Notes Exam...

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Comm 387 Lecture Notes Exam 1 (Lectures 1-4) Lecture 1 The Origin of Advertising’s Colonization of Broadcasting -Make sure you ask the right questions so you can get the most information out of it -What are you interested in and how do you get the right question out of it. *Major approach in the field of communication has been a message-centered approach -what is the meaning of these millions of messages that we are exposed to *Is there another approach that will allow us to get to the logic of the system that drives mass media? *”Follow the money” always *How media can be funded: 1. By CONSUMERS directly buying a product ex) the movies (you pay money to see what you want to see) 2. By ADVERTISERS supporting media–The Main Form of Media ex) commercial television, magazines, newspapers 3. By GOVERNMENT SUPPORT ex) PBS, in England the BBC (support vs. control—they don’t always have to go together) -they can support it but not control it *The commercial media industry (TV) has never focused on messages as the thing they sell *Messages are a tool to produce something else -it is not the program but the messages between the programs *History of Radio 1920-1930 (we’ll see the different things that the radio industry produced) -technology of radio had been around for a long time (to send and receive messages) -the war changed the way we used radios -in 1919 you could not buy an actual radio because it didn’t exist *David Sarnoff—President of RCA (RCA makes radio sets) *First to have the idea to sell radio sets to consumers—radio receivers (one-way only technology) *Quote #1 Raymond Williams *Quote #2 Raymond Williams *Consumer needed a reason to buy the sets (so radio stations were established across the country) *RCA (manufacturer of sets) establishes radio stations all around the country -function of the radio station is to support the sale of radio sets *Between 1920 and 1922 there are 400 radio stations established *By 1923 there are 600 *Universities, newspapers, police departments, hotels, labor unions they all set up their own radio stations -RCA was thinking that it was great, more reasons for people to buy our radio sets *Between 1922-1925 RCA sells over $83 Million worth of sets new stations stimulate sales of sets -ex) HD televisions *RCA made up four companies: -General Electric -Westinghouse -United Fruit -AT&T *AT&T comes up with the idea of “toll broadcasting” if you pay the money then you can broadcast your message on the air, station featured nothing but paid messages, 1922 AT&T establishes WEAF
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-A lot of criticisms about this seen as polluting the airways *After controversy it becomes “trade-name publicity” companies would “sponsor” shows and attach their name to it *Quote #4 Lawrence Bergreen *Why is it that AT&T experiments in this way with advertising? ANSWER AT&T manufactured only transmitters— not radio sets -the only way RCA would make money was by selling radio sets *The development of a NETWORK of stations linked together broadcasting the same message
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