Modern Mass Media: Emerging Trends PDF

MODERN MASS MEDIA: EMERGING TRENDS MODERN MASS MEDIA: EMERGING TRENDS ✔Audience segmentation ✔Convergence ✔Increased audience control ✔Multiple platforms ✔User-generated content ✔Mobile media AUDIENCE SEGMENTATION ▪Media audiences are becoming less ‘mass’ and more selective. REASON OF FRAGMENTATI...

MODERN MASS MEDIA: EMERGING TRENDS MODERN MASS MEDIA: EMERGING TRENDS ✔Audience segmentation ✔Convergence ✔Increased audience control ✔Multiple platforms ✔User-generated content ✔Mobile media AUDIENCE SEGMENTATION ▪Media audiences are becoming less ‘mass’ and more selective. REASON OF FRAGMENTATION 1. Time has become a scarce commodity, with much of it devoted to commuting, working and child rearing. All of this means less available time for media, and when audience members do spend time with the media, they tend to look for content geared to their special interests. 2. There are more media today to choose from. CONVERGENCE ✔Is the process of coming together or uniting in a common interest or focus. TYPES OF CONVERGENCE ✔Corporate convergence – this trend started in the 1980s with synergy. Companies that were content providers such as movie studio and record labels acquired distribution channels such as cable TV. ✔Operational convergence – this occurs when owners of several media properties in one market combine their separate operations into a single effort. ✔Device convergence – combining the functions of two or three devices into one mechanism. INCREASED AUDIENCE CONTROL ✔We are in an era in which the consumer controls his or her media. They have the power to choose their information. ✔Audience members are more in charge of what they want to see and/or hear and when they want to do it. ✔However, recent technological advances have given more power to the consumer. MULTIPLE PLATFORMS ▪“Everything. Everywhere.” This has been the mantra at many media companies as they try to adapt to the changing world of media technology. ▪The strategy is to make content available to consumers using a number of delivery methods to a number of receiving devices. USER GENERATED CONTENT ✔ User-generated content (UGC) or peer production has been the most celebrated trend over the past few years. The evidence is everywhere. ✔ This trend, so far at least, has shown no signs of slowing down. ✔ Much of the popularity of UGC is due to user-friendly technology. A report by research firm estimates that 70 percent of the world’s digital data will be created by individuals not corporations. MOBILE MEDIA ✔ Much of the modern mass communication involves people looking at screens. ✔ For the past couple of decades, the two main screens have been the TV screen and the computer screen. Now a parade of small screen has joined the lineup: the screen on a cell phone, personal digital assistant (PDA), iPod, or laptop computer. ✔ The emergence of the small screen has encouraged the emergence of the final trend: mass media have become increasingly mobile. When we talk about types of media, we can group them by technology or by function.  TYPES OF MEDIA + TECHNOLOGY ✔Print (newspapers, tabloids, magazines, komiks) ✔Broadcast (TV and radio) ✔Online (Internet and social media sites) ✔Film (feature length, short narrative, documentary) PRINT MEDIA ✔ Print media is the oldest form of medium. ✔ In the Philippines, it is represented by books, journals, newspapers, tabloids, magazines, journals, newsletters and komiks. ✔ This medium relies on the technology involving process of transferring media text to paper in large quantities. ✔ A newspaper is a lightweight and disposable publication printed on low-cost recycled paper aptly called newsprint. PRINT MEDIA ✔ The term broadsheet is used to refer to mainstream newspapers that usually have large paper sizes (usually 305mm x 508mm); while tabloids are more compact width and length (usually 280mm x 430mm). ✔ A tabloid is called as such primarily due to its size; but at times, it is also because of its reputation. ✔ The term tabloid journalism implies a lower standard in factual reporting and often suggests a biased emphasis on crime news and celebrity gossip. BROADCAST MEDIA ✔ Broadcast media such as the television and the radio, can be defined as media that distribute audio and video content via VHF (very high frequency) or UHF (ultra high frequency) ✔ The Philippines has 400 radio stations on the AM band and 844 on the FM band. ✔ The television has become a more popular medium than radio. ✔ It has replaced print media as the primary sources of news. ✔ There are 388 registered television stations in the country. ONLINE (NEW MEDIA) ✔New media are those information and entertainment providers accessed via the Internet or through mobile communication such as online newspapers, independent and alternative online news sources, informational websites, and blogs. ✔The so-called new media are fast becoming the media of choice. ONLINE (NEW MEDIA) ✔Websites are able to provide multimedia content - example, text and audiovisual information that are otherwise limited via traditional media. ✔The web also allows audiences to interact with the content through comments, personalized web portals, and RSS (rich site summary). ✔Smart phones allow the consumer to access online media practically anywhere and anytime. FILM ✔ Film has been a popular entertainment medium since the early 20th century. ✔ Also known as motion picture, movie and cinema it is produced by various techniques with the aim of telling story, completely fictional or based on real life. ✔ The term film comes from the fact that photographic film (film stock) was the medium for recording and displaying motion pictures. ✔ These days, however, film can be recorded digitally, without needing an actual roll of film. FILM ✔Traditionally, a film requires a large investment to produce even as it uses various labor and capital intensive techniques from photographing actual scenes, creating scenes through sets and actors, and using animation techniques or computer-aided graphics, to name a few. ✔The Philippines has one of the oldest film industries in the Asian region and remains the leader in Southeast Asia. TYPES OF FILM ✔Feature films ✔Short films ✔Documentaries FEATURE FILMS ✔Hollywood movies and Filipino movies shown during the Manila Film Festival are feature films. ✔They are usually produced by mainstream movie studios and have a running time long enough to be considered the principal or sole film to fill a program, usually 90 minutes to 120 minutes. ✔Bollywood films, produced in India, usually 120 minutes to 180 minutes. SHORT FILM ✔ A short film is usually 10 minutes to 30 minutes in length and is usually produced by film students, alternative producers, or animation houses. ✔ Alternative films also called indie films, are those produced by independent film makers. ✔ Since the introduction of digital technology, the resurgence of the local movie industry is greatly attributed to the works of independent film makers, like Brilliante Mendoza and Chris Martines, who now produce full-length feature films aside from just short ones. DOCUMENTARY ✔The documentary film is actually the oldest type of motion picture. ✔Documentaries are non-fictional movies intended to record some aspect of reality, primarily for the purposes of advocacy, expounding on a current issue or event, and/or maintaining a historical record. ADVERTISING MEDIA ✔ Technically, advertising is not a medium per se but the content or text of a medium. ✔ However, the pervasiveness of this medium as well as its impact justifies that we consider is separately from other forms of media. ✔ In Latin, ad vertere means "to turn toward". ✔ Advertising is the way firms communicate their products and service to the public. ✔ It helps inform the customers about the brands available in the market and the variety products useful to them. TYPES OF MEDIA + FUNCTION ✔Inform ✔Persuade ✔Entertain ✔Transmit AS AN INFORMATION SOURCE ▪A medium essentially communicates something and, therefore, inform us of a particular something. ▪This function is usually associated with news in both print and broadcast media as well as TV public affairs program. TYPES OF SURVEILLANCE ✔Warning or Beware ✔Instrumental WARNING OR BEWARE ✔Occurs when the media inform us about threats from terrorism, hurricanes or volcanoes, depressed economic conditions, increasing inflation, or military attack. ✔ These warnings can be immediate threats (a TV station interrupts programming to broadcast a tornado warning) or they can be about long-term or chronic threats (a newspaper runs a series about air pollution or unemployment). INSTRUMENTAL ✔Has to do with the transmission of information that is useful and helpful in everyday life. ✔News about films playing at the local theatres, stock market prices, fashion ideas, news products, recipes, and teen fads are examples of instrumental surveillance. AS A TOOL OF PERSUASION ✔Information helps shape our opinion, but some media, like editorial opinions and advertising, primarily aim to persuade audiences to act on something. AS A FORM OF ENTERTAINMENT ▪Some people think that this is the primary raison d'etat of media. ▪This reasoning has unfortunately led to shallowness in the presentation of TV news, such as spending much time of the thirty-minute newscast on celebrity gossip. AS A TOOL FOR THE TRANSMISSION OF CULTURE ✔ While this is one of the purposes of media, media establishments do not necessarily done with this intention in mind. ✔ Culture can be defined as the "the expressed and shared values, attitudes, beliefs, and practices of a social group, organization, or institution. ✔ But these values can only be shared through communication, which means that some form of media or means of communication is involved. ✔ In other words, media and culture are already invariably interlinked. NEW MEDIA FUNCTIONS ▪Shaping the News ▪Agenda Setting ▪Gatekeeping ▪Framing SHAPING THE NEWS ▪ It examines the relationship between the events of the day, the decisions of media professionals, and media content, with a special emphasis on content of the news. ▪ It analyzes the important role played by media editors and so may be placed a little further along the continuum of cultural determinism versus technological determinism than the theories that preceded it. AGENDA SETTING ▪ In an election year, who sets the public agenda: the candidates for the media? ▪ The media tend to focus on those issues that the president is talking about, visiting, negotiating with, or fighting (Gandy, 1982). ▪ Other public figures and interest groups try to set the agenda by harping on an issue in the public statements, but they succeed only if their words are picked up in the news. ▪ Agenda setting bestows political power on the media. ▪ Agenda setting theory also describes how media coverage affects public opinion. GATEKEEPING ▪ The gatekeeping theory emphasizes the crucial role of the so-called gatekeepers, the media executives who can either open or close “the gate” on a story. ▪ Gatekeepers can squelch new ideas and suppress the news of events that others might find important. FRAMING ▪ Reporters decide what to include within the view, or frame, of a story and what to leave out. ▪ Where do frames come from? French media critic Pierre Bourdieu (1998) contends that even in countries where there is supposedly freedom of expression, there is invisible self-censorship. ▪ Journalists realize what is permissible and pre-edit their own work to be consistent with those perceived norms – if they wish to remain employed. HOW PEOPLE USE THE MASS MEDIA ▪Cognition ▪Diversion ▪Social Utility ▪Withdrawal COGNITION Is simply the act of coming to know something. When a person uses a mass medium to obtain information about something, he or she is using the medium in a cognitive way. This is parallel to surveillance function at the macro analysis level. TYPES OF COGNITIVE FUNCTION Using the media to keep with current events Using media to learn about things in general or things that relate to a person’s general curiosity DIVERSION ▪ another basic need of human beings. FORMS OF DIVERSION 1. Stimulation or seeking relief from boredom or the routine activities of everyday life 2. Relaxation or escape from the pressures and problems of day-to-day existence 3. Emotional release of emotions and energy STIMULATION ▪ Seeking emotional or intellectual stimulation seems to be an inherent motivation in human beings. Many people report to watch, read, or listen simply to pass time. RELAXATION ▪ Psychological experiments have indicated that human beings are negatively affected by sensory overload, in which to much information and stimulation are present in the environment. ▪ When faced with sensory overload, people tend to seek relief. The media are one source of his relief. EMOTIONAL RELEASE ▪ The final manifestation of the diversion function is the complex. ▪ For instance, the horror movie has had a long history of popularity wherein people have sat in dark theaters and screamed their lung out. Prompted thousand perhaps millions to cry their eyes out. EMOTIONAL RELEASE ▪ One big attractions of soap opera, for example, seems to be that many viewers are comforted by seeing that some people have troubles greater than their own. ▪ Other individuals identify with media heroes and participate vicariously in their triumphs. ▪ Such a process evidently enables these people to vent some of the frustrations connected with their everyday lives. SOCIAL UTILITY ▪ Psychologists have also identified a set of social integrative needs, including our need to strengthen our contact with family, friends, and others in society. ▪ The social integrative need seems to spring from the individual’s need to affiliate with others. ▪ Have you ever talked with a friend about TV program? If so, then you are using the media as conversational currency. SOCIAL UTILITY ▪ The media provide a common ground for social conversations, and many people use things that have read, seen, or heard as topics for discussion with others. ▪ Going to the movies is probably the most common dating behavior among adolescents. ▪ The set represents a voice in the house for people who might otherwise be alone. Radio keeps people company in their cars. ▪ In fact, some viewers might go so far as to develop feelings of kinship and friendship with media characters, and this is called parasocial relationship. SOCIAL UTILITY ▪ One study that examined parasocial relationship between the audience and TV newscasters found that more than half the people surveyed agreed with the statement “ the newscasters are almost like friends you see everyday”. WITHDRAWAL ▪ People use the mass media to create a barrier between themselves and other people or activities. ▪ When you are riding a bus or sitting in a public place and do not want to be disturbed, you bury your head in a book, magazine, or newspaper. ▪ If you are on an airplane, you might pop in your iPod ear buds and tune everyday out. ▪ TV can perform this same function at home by isolating adults from children or children from adults.