In age of broadcast media communication was something

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In age of broadcast media communication was something that was done to us to get the message the largest standardized audience as possible. Moyers argued that baseball has changed from pastime, to national identity to a commodity governed by economic and broadcast requirements. In 2009 nearly 2/3s-63%- of Americans believed news was inaccurate. In 1985 only 34% believed this. In 2010 people were watching less tv and using the internet for news. Canadians trust media more than Americans do. General assumptions of the media: they are expected to provide balanced coverage of issues, media are commercial organizations and commercial pressures can affect how they function/operate, some forms of media are considered less reliable than others, the internet challenges old media. What Happened to the Old Media? In the 80s and 90s the functions previously performed by the media was overshadowed by their need to entertain. Convergence In the 1990s because of the convergence of media, laws and regulations that applied to traditional media seemed ridiculous. Mergers and acquisitions among the media and telecommunications sector created giant conglomerates. Fragmentation of Audience It was not so much fragmentation as much as audiences who looked to other sources of material for what they wanted. TV tries to use integration on the internet (ex bonuses online) Another strategy to catch audiences was the development of reality tv toward a global market. Technological Adaptation The Internet has lowered the cost of entry into the media market and now anyone can do it. Mass media sources are becoming more numerous and less professional. Audiences are becoming smaller and less anonymous. Internet has changed viewing source and no longer allows reliable audience for tv advertising. Characteristics of New Media Systems Janet Murray identifies four qualities specific to our media: the digital environment can change the way our experiences unfold through responsive input (mouse, keyboard,etc), digital environments are intermissive, there is a navigational component, and it is encyclopedic. Characteristics of digital communication: the distinction between amateur/professional is blurred, traditional distribution networks have been challenged by internet and mobile communication devices, digitization has provided a common infrastructure for traditional industries, finally audiences have become active participants. In the new media economy we do much work ourselves re: advertising. Allison Hearn says we must all generate our own ‘commodity signs’ McLuhan spoke about the global village and how mass communication is like a prosthetic. Carr worries about the success of that imagined prosthetic. For Carr life moves too fast to digest the torrent of info coming at us. Johnson says today’s culture is making us smarter by teaching us new skills. Lecture 36
Post modern approach-the ‘truth’ conveyed by media is nothing more than a politically or economically motivated social construction.

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