MASS MEDIA

Youtube clip: American Psycho

• http://www.youtube.com/watch?v=IXlkq9vHuAE&feature=related

The Power of MEDIA

Media Effects

http://www.youtube.com/watch?v=qvgURfZMGoQ

Power of Media

http://www.youtube.com/watch?v=xmtd9o6ZWZM

Power of Social Media

http://www.youtube.com/watch?v=5mid8p4A6Eg

CANADIAN VS. US TV WATCHING

AVERAGE WEEKLY VIEWING (hours: mins)

Persons 27:36 34:12Men 18+ 27:30 34:44Women 18+ 30:18 38:46Teens (12-17) 21:36 23:50Children (2-11) 21:30 25:59

- From TV Bureau of Canada, 2012

RECEPTIVITY TO ADSACROSS MEDIA TYPES

Watching Television 58.8%On the Internet 12.6%

Reading a Newspaper 11.2%

Listening to the Radio 8.6%

Reading a Magazine 2.7%

Out of Home 2.3%

-Survey conducted by BBM Analytics, 2011

Innerscope Research: Media Effectiveness Study

• observed 100 male and female participants aged 18-49 as they experienced the advertising of 24 national brands within the following media environments:

• TV ads were viewed within a 30-minute episode of Two and a Half Men

• Radio ads were heard while listening to 15 minutes of Toronto's CHUM FM during a virtual drive

• Online ads were viewed while surfing msn.ca for 15 minutes

* Newspaper ads were viewed while reading the Vancouver Sun's Life section for 30 minutes

METHOD OF STUDY:

The study biometrically measured consumers' unconscious emotional responses, captured with a lightweight wireless vest that monitors skin sweat, heart rate, respiration and movement.

Eye tracking and measures of intensity and synchrony were condensed and analyzed to determine moment-by-moment, as well as overall, emotional engagement.

RESULTS

ADVERTISEMENTS WATCHED ON TELEVISION PRODUCED: ******• 3 X higher emotional engagement and three times higher

aided next-day recall than radio ads.• 1.8 X higher emotional engagement and 1.4 times higher

aided next-day recall than online video ads.• 5 X higher aided next-day recall than online display ads.* 5.5 X more total emotional engagement and comparable

aided next-day recall than newspaper ads.

The mass media refer to print, radio, television, and other communication technologies. “Mass” implies that the media reach many people. “Media” signifies that communication does not take place directly through face-to-face interaction. Instead, technology intervenes or mediates in transmitting messages from senders to receivers. Furthermore, communication via the mass media is usually one-way, or at least one-sided. There are few senders (or producers) and many receivers (or audience members).

1450 Printing press (Gutenberg)1702 First daily newspaper (London Daily Courant)

1833 First mass circulation newspaper (New York Sun)1837 Photography (Daguerre)

1840 Telegraphy (Morse)1875 Telephone (Bell)1895 Movies (Lumiére)

1906 Radio1941 Commercial TV

1948 Long playing records1952 VCR

1961 Cable TV1969 ARPANET (US Dep’t of Defense)

1975 Microcomputer (Apple)1983 Cell phone

1989 World Wide Web (Berners-Lee)

CANADIAN INTERNET USE

Why the Mass Media Grew

The Protestant Reformation promoted literacy.

Democratic movements promoted mass involvement.

Capitalist industrialization promoted the search for profit.

Theories of Media Effects Functionalist (coordination, social

control, socialization, entertainment) Conflict (legitimation of injustice and

inequality, source of profit) Symbolic interactionist (audience

interpretation) Feminist (under- and misrepresentation

of women and other minorities)

SOCIAL CONTROL

SOCIAL CONTROL : the social mechanisms that regulate individual and group behavior, leading to conformity and compliances to the rules of a given nation or culture

Jerry Springer: Social Control

http://www.youtube.com/watch?v=W_334td7t5I

Theories of Media Effects Functionalist (coordination, social

control, socialization, entertainment) Conflict (legitimation of injustice and

inequality, source of profit) Symbolic interactionist (audience

interpretation) Feminist (under- and misrepresentation

of women and other minorities)

Canada’s Media Giants, 2007Canada’s Media Giants, 20071.1. CTVGlobeMedia CTVGlobeMedia (BCE and Thomson, Toronto,

$4.3b/yr; CTV, Globe and Mail, TSN, major urban radio stations)

2.2. RogersRogers (Rogers, Toronto, $3.9b/yr; cable TV, ISP, 29 radio stations, 62 magazines, Sportsnet, Blue Jays)

3.3. CanWest GlobalCanWest Global (Asper, Winnipeg, $2.9b/yr; Global TV, National Post ,10 major urban dailies)

4.4. ShawShaw (Shaw, Calgary, $2.8b/yr; Cable TV, ISP, 49 radio stations, etc.)

5.5. CBCCBC (public, Toronto, $1.6b/yr; CBC-TV, Radio-Canada)

6.6. QuebecorQuebecor (Péladeau, Montreal, $1.0b/yr; Sun newspapers, major Quebec newspapers, cable TV, etc.)

Global Media Giants, 2007 Global Media Giants, 2007 (rank and annual revenue)(rank and annual revenue)

Rank and nameRank and name US $bUS $b

1.AOL Time Warner (U.S.)46.5

2.Disney (U.S.)35.5

3.Comcast (U.S.) 30.94.Vivendi Universal (France) 29.65.News Corp. (U.S./Australia) 28.76.Bertelsmann (Germany) 25.7

CONFLICT THEORY:

3 MEDIA BIASING MECHANISMS

• Advertising

• Sourcing

• Flak

Audience Reaction to Pro-Choice TV Dramas

Pro-life women from all social classes think abortion is never justified and reject the mass media’s justifications for abortion.

Pro-choice working-class women who think of themselves as members of the working class adopt a pro-choice stand as a survival strategy, not on principle.

Pro-choice working-class women who aspire to middle-class status distance themselves from the “reckless” members of their own class who sought abortions on the TV shows.

Pro-choice middle-class women believe that only an individual woman’s feelings can determine whether abortion is right or wrong in her own case.

Youtube video

• http://www.youtube.com/watch?v=kWuOVAWyKwQ

http://www.youtube.com/watch?v=9_JpYfScoHs&feature=related

Summary of the Four Theories

Functionalism identifies the main social effects of the mass media: coordination, socialization, social control, and entertainment. By performing these functions, the mass media help make social order possible.

Conflict theory offers a qualification. As vast moneymaking machines controlled by a small group of increasingly wealthy people, the mass media contribute to economic inequality and maintaining the core values of a stratified social order.

Interpretive approaches offer a second qualification: audience members filter, interpret, resist, and sometimes reject media messages according to our own interests and values.

Feminist approaches offer a third qualification. They highlight the misrepresentation of women and members of racial minorities in the mass media.