Croteau/Hoynes: Media/Society, 5th Edition
Instructor Resource
Chapter 2: The Economics of the Media Industry
Purpose and Goals of the Chapter
Chapter 2 provides an overview of the ways that economic forces
shape media organizations and media products. This analysis of the economics of media is an
essential part of a broader approach that focuses on processes of production. Using both
historical examples—for example, the British and American press in the 19th century—and
contemporary developments—including ownership changes and the economics of “new” media
Outline of Key Chapter Themes
A production perspective – one should see media products as the result of a social process of
production that occurs within an institutional framework.
Media ownership is becoming increasingly concentrated.
The relationship between concentrated media ownership and diversity in media content is
industry- and historically specific.
Media conglomeration and integration – media companies become part of larger
corporations.
Chapter Outline
1. A Production Perspective on Media
Importance of Forces Shaping the Media Industry
Media products as a result of social and economic process
2. Changing Patterns of Ownership
Concentration of Ownership
Movies
Television
Book Publishing
U.S. Magazines
Recorded Music
Radio
Live Music
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Croteau/Hoynes: Media/Society, 5th Edition
Instructor Resource
3. Consequences of Conglomeration and Integration
Integration and Self-Promotion
The Impact of Conglomeration
Hollywoodization of News
Effects on Print And TV Journalism
4. The Effects of Concentration
Media Control and Political Power
Media Owners’ Influences on Media Contents
Media Ownership and Content Diversity
Media Pluralism
The Homogenization Hypothesis
The Local Newspaper Monopoly
5. Mass Media for Profit
Prime-Time Profits
Logic of Safety
Cheaper Programs for Smaller Audiences
Controlling Content and Distribution
Profit and the News Media
6. The Impact of Advertising
Growing Advertising Influences
Product Placement
In-game Advertising
Brand Integration
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Croteau/Hoynes: Media/Society, 5th Edition
Instructor Resource
Rise of Advertiser-run Press
The U.S. Press
From Partisan Press to Commercial Press
Emergence of Objectivity and Commercial Norms
Advertising and the Contemporary News Media
Advertising Provides Both Incentives and Constraints
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