CCT 300 Spring 2006

Class 6: Media Ownership and Control

Previously…• Various forms of analyzing media form

and genre

• Social influence and culture jamming

Media Ownership and Media Control

• Most media privately funded - why?

• Effects of media ownership on form and content of media product - examples from Network

Horizontal Integration• Ownership of most/all players in media field• Cost savings, cost control and manipulation

of barriers to entry can be managed in monopoly/oligopoly

• Mass mediascape - rationalization of industry to few major players (examples?), a trend that continues

Vertical Integration• Ownership of all stations within supply

and distribution chain

• Control and profit potential at every stop - “sum is greater than the parts”

• Also good for branding and cross-promotion - examples?

Alliances• Often not a question of outright

purchase but adhoc alliances (examples?)

• Enabled by interlocking boards of directors, “gentlemen’s clubs”, social class

Limits to Integration• Synergy helps - some mergers don’t make

much conceptual sense (examples?)• Not absolute control - still independent

operators on the fringe, especially in high-risk, low-profit endeavours

• Size and power not absolute - changes in interest or technology can compromise even the big brands

Effects on Media Production• Steinem’s struggles with Ms. Magazine

• Initially ad-supported, moved to subscriber-funded model in 1989- why?

Advertiser bias• Women’s magazines = women’s

products (e.g., beauty products and food, but not cars or technology)

• Activist magazine “not our audience”• Position held even in presence of

contrary evidence that women hold real power and influence on purchases, and not just on “women’s products”

Product Placement• Double standard in women’s vs. “real”

publications • Product placement linked to copy (e.g.,

recipes linked directly to food ads) deliberately part of contract - without such manipulation, no ads

• Does this happen in other publications? Somewhat, but not as blatant as this

Alternative Finance Models• Ms. moved to subscriber model

• Others include:

• Member support

• Public/government support

• Hybrid models

• Pay-per-use

Changes…• New media brings costs of production

and dissemination down - reduces barriers of entry and barriers to distribution, allows for new players to emerge at reasonable cost

• New payment options and technologies also have emerged in recent years

McCloud• Micropayments as means to reward

artists directly for their work while streamlining distribution overhead

• Can/does this work?

• Examples where it is?

• What are the limitations of this model?

Wiki• Specify media type with some

specificity - can you break it down further?

• Look to apply analytical frameworks and concepts from first two weeks

• Provide exemplars

• Note overlap with other media types

Culture Jamming/Influence• Assignment outline expanded

• Group formation

• Proposal due Tuesday - hard copy for review, online to show others what you’re doing and get feedback there (wiki discussions)

Next Class• Propaganda, Truth and Objectivity

• Group Proposals Due