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Chapter 12 MassCOMM

Chapter 12 MassCOMM - Chapter 12 NOTES A The structure of...

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Chapter 12 NOTES A. The structure of the media Monopoly: one firm dominates production in a particular industry Oligopoly: a few firms dominate an industry Limited competition: many producers with few products o Ex. A radio network Collecting Revenue o Direct payment: primarily consumers who pay directly for a book, cd, etc. o Indirect payment: primarily advertisers who pay for the quality or quantity that a medium delivers Commercial strategies and social expectations o Product cost, marketing strategies, regulatory practices o Economies of scale: increasing production levels to reduce the cost of products o Expectations Bring new technology Availability to all economic classes Free expression and political discussion Maintaining role in education Public watchdogs of wrong doing The internet changes the game o Law suits for posting other business’s products o Television networks must have websites o Making people pay for things that used to be free B.
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