Mass Media and power
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Transcript of Mass Media and power
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The Mass Media:
Changing the Balance
of PowerWeek 2: 11 March 2013
Communication in the Digital Economy
Robin Croft
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Outline for today
The mass media
Newspapers
Radio
Television
Past history and future trends
All are disrupted by digital media
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First some theory
Communication
Shannon & Weaver, Schramm
Communicate strategically
AIDA
Sementation, Targeting, Positioning
Or fragmentation and curation?
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Shannon & Weaver (1948)
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Schramm (1954)
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AIDA model (1921)
C P Russell, 1921
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Lavidge & Steiner (1961)
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Segmentation,Targeting, Positioning
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Aggregation & Curation
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Fragmentation
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Mass Media
Newspapers
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Some History
Handwritten and printed information sheets
17th century broadsheets
18th century named newspapers (The Times1785)
Long association of newspapers, knowedge andpower hence censorship
Long slow decline since 1930s
Then 2/3rds of population read daily paper
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What are they for?
Advertising
Reaching the mass market
Penetrating market segments
Publicity
Reach audiences through editorial
Influence decision makers
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Years of decline
Death of newspapers predicted
Since mass adoption of radio and cinema in1930s
Newspapers adapted
Consolidation
Ownership to mass media groups
Eg News Corporation
Audiences = power and influence
Free newspapers
The internet
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Cycle of Decline
Falling readership
sales income down
Advertising revenue falls
Cut costs
New technology
WWW takes readers and advertisers
Broadcast makes inroadsCut journalists
Lose more readers
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Implications
Audiences still news hungry
But obsessed with the here and now
News now elsewhere newspapers more like
magazinesMore need for gossip, scandal
Journalists under pressure
Standards too
opportunities for PRMulti-media reports in cross media channels
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The future for newspapers?
Multimedia
Text, video, audio
Multi-channel networks
Web and Social
Multi platform
PC, Mobile
Global in reach
Sychronous
Crowd-sourced
Curation
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Radio
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History
National radio from 1920s
Follow the money
Public service broadcasters (eg BBC)
Advertising funded radio
Propaganda value
Death of radio predicted when TV arrived
Technology delivers audiencesCars
Mobile devices
Web radio
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Uses
Advertising
Mass audiences of national radio
Market segments in local and online
Publicity
PR and influence
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Future for radio?
Follow the money, follow the audience
Music is still king
Streaming radio
What you want, when you want it
New revenue streams
Market segments - advertising
Links to downloads
eg iTunes, AmazonIncreasing fragmentation
Especially local, micro stations
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Television
& video
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Some history
Growth from the 1950s
Public service and private TV
Social effects
Family curation of news, entertainments
Mass audiences in 1970s
Then fragmentation
Cable and satellite
Micro viewing
Multiple devices
Multiple platforms
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Video Killed the Radio Star
Recording
Made TV asynchronous
Allowed zippingand zapping
Competition from movies
VCR, Beta, DVD
But view figures held up
UK average 23 hours per week per person
Very fragmented, though
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Uses in marketing
Advertising
Mass audiences
Niche markets
Influence
The PR message
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Along came YouTube
Democratized film
Low production values acceptable
What matters is now
But new opportunities for companiesVideo casts, interviews
advertising archives
Information, training, CRM
Audiences spread the word
going viral
Avoid censorship and control
But problem of noise and clutter
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High value advertisingthrough controversy
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Other mass media
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Cinema
Delivering mass audiences again
Decline halted in 1990s
Blockbuster films, new venue format
Opportunities for advertising
Market segmentation
Creative development
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Outdoor and ambient
Little understood
Always been the case
Opportunism
Captive audiences
If it works...
Leveraging value
Tie into other channels
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Summary
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What have we learned?
Disruptive technologies
Each has changed the role of what came before
Technology has changed audiences
And audiences have shaped technology
Future session on impact of social
How has mobile changed things?
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Next time
Business to BusinessCommunication
Visiting speaker,
Peter Wise, Minuteman Press, Bristol