978-1506315331 Chapter 3 Lecture Note

subject Type Homework Help
subject Pages 2
subject Words 414
subject Authors David R. Croteau, William D. Hoynes

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Croteau, Media/Society, 6e
SAGE Publishing, 2019
Chapter Outlines
Chapter 3: The Economics of the Media Industry
Purpose and Goals of the Chapter
In Chapter 3, we look at the economic forces that shape the industry and the
consequences for media content. The emphasis is on the broad structural constraints on
media production; how these economic, political, and organizational forces shape
decision-making and influence media content; and how actors within the media industry
interpret and respond to these constraints. This “production perspective” has been the
principal lens through which much contemporary sociology has looked at media. As we
will see, it has a great deal to offer for understanding processes of media ownership,
production, distribution, promotion, and integration. This analysis of the economics of
media is an essential part of a broader approach that focuses on how the economic goals
and financial relationships help to define the terrain of the media industry and how, in
various ways, economic factors influence decision-making about the content of media
products.
Outline of Key Chapter Themes
Recognizing the distinction between products, platforms, and pipes which offers a
production perspective--one should see media products as the result of a social process of
production that occurs within an institutional framework.
How media ownership is becoming increasingly concentrated thus both strategically
deployed, created, and used.
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.
The for-profit nature of most mass media shapes decision-making.
Advertising has an impact on the nature of news.
Advertising can be a significant influence on new media developments.
Chapter Outline
Media Companies in the Internet Era
o Products
o Platforms
o Pipes
Changing Patterns of Ownership
o Concentration of Ownership
Products
Platforms
Croteau, Media/Society, 6e
SAGE Publishing, 2019
Pipes
o Conglomeration and Integration
o Strategy in a New Media Economy
o The Power of Platforms: Facebook and Google as New Media Giants
Users
Media Content
Advertising
Telecommunications
Consequences of Conglomeration and Integration
o Integration and Self-Promotion
o The Impact of Conglomeration
The Effects of Concentration
o Media Control and Political Power
o Media Ownership and Content Diversity
Mass Media for Profit
o Prime-Time Profits
o Cheaper Programs for Smaller Audiences
o Controlling Content and Distribution
o Profit and the News Media
The Impact of Advertising
o The Advertising-Content Connection
o Advertising and the Press in the 19th Century
The British Press
The U.S. Press
o Advertising and the Contemporary News Media
Conclusion

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