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Comm review test 1 - -consolidation of ownership among...

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Comm review Media Fragmentation - the increase in the number of media outlets that has exploded in the last 20 years (digital media) - ex- 6:30 used to be the only news time. Now we have choice as to what we watch at 6:30 Audience Erosion - what happens to audiences as a result of media fragmentation - number is shrinking of people at any given time watching any given thing (because of the wide variety and number of channels) Audience Segmentation - done by media executives deliberately to take advantage of the fragmentation that exists and targets certain markets and concepts and advertises directly to them based on media fragmentation Gatekeeper - individuals or organizations that ultimately decide what gets into the flow of information - example- bouncer at a bar. Lets all the girls in because he has control - people who fund the project- share holders - have to please the gatekeeper - government can’t say no to expression but magazines can Rise of Corporate Media
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Unformatted text preview: -consolidation of ownership among corporate giants- the bigger they get, the more money they can make. Examples Disney and Google-capitalize on economy of scale- BJs- buying in bulk (the more you make, the price goes down) the larger the entity gets the more it can streamline all of its production-savings grows with mass production Synergy-the whole is greater than the sum of its parts. Assembly line- making things faster and less expensive. The ability of mass media organizations to control productions and distribution-watching a fox show- will have a commercial for a fox movie-mass media corporations capitalize on synergy- they have holdings on all kinds of products, increase revenue exponentially Cross Merchandising-how synergy plays out-sprite and hip hop culture combine to increase profits across the board-promotion of products so it can be sold in another form Conglomerates...
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