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COMM 387 - COMM 387 MOVIE STUDY GUIDE Rich Media Poor...

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COMM 387 MOVIE STUDY GUIDE Rich Media, Poor Democracy 1. What is the explosion of media supposed to lead to? A blossoming political culture 2. What has it actually led to? To a shriveling of our democracy Who is Sumner Redstone? 3. Where does the logic of a corporate enterprise flow from (why is it important to Look at media ownership)?: From the top. The whole point is to make the most money as possible and if you don’t start there you can never understand how these institutions work 4. How many tiers are there to the U.S. media system? 3 in all…1. Huge companies (AOL, Disney, Sony, and Viacom) 2. One knotch down (Comcast, New York Times, general electric) 3. (Smaller companies that do the dirty work and stuff big guys don’t find profitable) 5. Which tier is key to understanding the structure of U.S. media? 6. What will relaxing FCC ownership regulations result in? Further consolidation and bringing companies together (AOL Time Warner – Braves, movie companies, TV Stations) 7. Why does synergy make sense for media companies? 1) Tremendous advantage in “cross promotion.” (it can promote the movie at blockbuster, mtv, and vh1). 2) “Cross production” – (make the movie into a book, show, etc.) 3) Pepsi can make a billion dollar deal across their whole product and the smaller companies don’t stand a chance. 4) – One blockbuster can hold a company down for one year. You may bomb in one movie but if one does well then your fine. 8. Why are blockbusters so important to media companies? Because if one does well it’ll make enough profit for a company for the whole year. The idea is to get bigger and bigger so that you have less risk. 9. Why has media consolidation accelerated in recent years? Deregulation by the gov., new technology, logic of capitalism 10. According to McChesney, what is myth of capitalism? It’s based on competition. 11. According to McChesney what is the reality of capitalism? It’s based on smashing competition. Less completion the better. Who Gave Away the Airwaves?: 12. What is the myth of how the media system developed? It’s this natural private system born of entrepreneurs 13. What is the reality of how the media system developed? It is the direct result of government policies. 14. In return for monopoly licenses to valuable and scarce resources, what are Broadcasters supposed to do in return?: They are supposed to do something for the public interest in return.
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15. What function is the FCC supposed to perform? To make sure that these broadcasters do provide something for the public. 16. How effective has the FCC been in performing this role? Powerless to force any laws 17. Why does McChesney use the example of The Godfather Part 2 to explain media policy making in the US? Sitting on roof and carving a cake. They decide who gets the largest piece. And that’s how media is run in the U.S.
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