Prequel: An ode to the iPhone. The average attention span in 2012 - 8 seconds The average attention...
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Transcript of Prequel: An ode to the iPhone. The average attention span in 2012 - 8 seconds The average attention...
The average attention span in 2012 - 8 secondsThe average attention span in 2000 - 12 secondsThe average attention span of a gold fish - 9 secondsPercent of teens who forget major details of close friends and relatives - 25 %Percent of people who forget their own birthdays from time to time - 7 %Average number of times per hour an office worker checks their email inbox - 30Average length watched of a single internet video - 2.7 minutes
Source: Harald Weinreich, Hartmut Obendorf, Eelco Herder, and Matthias Mayer: “Not Quite the Average: An Empirical Study of Web Use,” in the ACM Transactions on
the Web, vol. 2, no. 1 (February 2008), article #5.
Percent of page views that last less than 4 seconds: 17%
Percent of page views that last more than 10 minutes: 4%
Percent of words read on web pages with 111 words or less: 49%
Percent of words read on an average (593 words) web page: 28%
Users spend only 4.4 seconds more for each additional 100 words
Meet Mr. Media
Media Ownership & YouWeek 3, MK120: Media, Communication,
Society
FOUNDATIONS OF THE EXPLORATION
• What does it mean to“own”information?
• Who are the big Media Companies, and do they still matter?
• Do we (consumers) really have a voice? If so, what does it sound like?
Digital Divide
The term digital divide refers to the gap between those people with effective access to digital and information technology, and those without access to it. It includes the imbalances in physical access to technology, as well as the imbalances in resources and skills needed to effectively participate as a digital citizen.”
Participation GapDigital immigrants vs. Digital Natives
…I’m a digital immigrant. I was not weaned on the web, nor coddled on a computer. Instead, I grew up in a highly centralized world where news and information were tightly controlled by a few proprietors, who deemed to tell us what we could and should know. Rupert Murdoch, 2005
Vs.
Part OneFoundations of
Media Ownership
How did we get here?
Who is Mr. Media?
Can you name the 6 media conglomerates that own and operate over 75% of the mass media messages you see today?
World’s Largest Media companies (total revenue in 2009)
Company Revenue (in Billions)
1. General Electric $157*2. Walt Disney Co. $36.13. News Corporation $30.44. Time Warner $26.85. Viacom $13.66. CBS $13
* approx. 25 USbillion revenue from media ventures
Table 1: World’s Largest Media Companies
Source: FreePress Ownership Chart: http://www.freepress.net/resources/ownership
How Do they Grow?
1. Merge & Acquire
• 1996 Congress passes Telecommunications Act.
• FCC continues to ease ownership regulations.
Merger Media
Approximate number of daily newspapers in North America
1800
Approximate number of magazines in North America 11,000
Approximate number of radio stations in North America 11,000
Approximate number of television stations in North America
2,000
Approximate number of book publishers in North America 3,000
Number of companies owning a controlling interest in the media listed above in 1984
50
Number of companies owning a controlling interest in the media listed above in 1987
26
Number of companies owning a controlling interest in the media listed above in 1996
10
Number of companies owning a controlling interest in the media listed above in 2002
6
2. Synergy & Branding
Synergy
Definition: refers to the dynamic in which components of a company work together to produce benefits that would be impossible for a single, separately operated unit of the company
Branding
If a brand is associated with a quality or image that a consumer likes, the consumer tends to choose the branded version of a traditional product or to try a new product from the same brand
Branding
Spin offs: ESPN2, ESPNNews, ESPN Classic
Publication: ESPN, the magazine
Web site: espn.com
Retail outlet: ESPN, the Store
Sport-themed restaurant: The ESPN Zone
What is the resonance of Coke’s Brand? What is it’s media strategy? Where do you see it?
What about Apple? Or Starbucks? Or others? What are their media platforms? How do they extend their reach?
3. Globalization: Growth/Expansion Globally
One product, that is adapted to be viewed in the following countries: …
GlobalizationIndia, Sri Lanka, Bangladesh, Nepal, Pakistan, Japan, Brunei, South
Korea, Philippines, Singapore, Taiwan, Thailand, Indonesia, Malaysia, Vietnam, Hong Kong, Papa New Guinea, Australia, New Zealand, Brazil, UK, Ireland, Austria, Germany, Switzerland, Belgium, France, Greece, Israel, Romania, 30 territories including: Russia, Middle East, Egypt, Faroe Islands, Liechtenstein, Malta, Moldova.
And…Sweden, Denmark, Norway, Finland, Italy, Bolivia, Caribbean, Central America, Colombia, Ecuador, Mexico, United States (select Hispanic markets) Venezuela, Argentina, Chile, Paraguay, Peru, Uruguay, Russia, many countries in Africa…and on and on and on: totaling MTV being tailored for viewing in:
164 Countries!
Cultural imperialism
Lines from the film’s opening song (pre-alteration):
Oh, I come from a land, From a faraway place, Where the caravan camels roam, Where they cut off your ear, If they don’t like your face, It’s Barbaric, but hey, it’s home.
4. DEREGULATION
the General Electric Conundrum…
General Electric owns these
And they also own
Military Production: Manufactures and maintains engines for the F-16 Fighter jet, Abrams tank, Apache helicopter, U2 Bomber, Unmanned Combat Air Vehicle (UCAV), A-10 aircraft, and numerous military equipment including planes, helicopters, tanks, and more.
GE COMMERCIAL FINANCE GE HEALTHCARE GE ADVANCED MATERIALS GE INFRASTRUCTUREGE CONSUMER & INDUSTRIAL GE INSURANCEGE MONEY GE TRANSPORTATIONGE ENERGY
Part TwoMarkets vs. the Public Sphere
Is the media industry different than other Industries?
The Market Model
“society’s needs can best be met through a relatively unregulated process of exchange based on the dynamics of supply and demand. This model treats the media like all other goods and services” (Croteau & Hoynes,15).
“media” Markets promote _______________?
• Efficiency• Responsiveness• Flexibility• innovation
The Public Sphere
“media are more than simply profit-making components of large conglomerates. Instead, they are our primary information sources and storytellers” (20).
Jurgen Habermas
[his] “model posits an open mass media system that is widely accessible. It argues that information should circulate freely…fundamentally the public sphere views people as citizens rather than consumers. Furthermore it contends media should serve these citizens rather than “target” potential consumers” (20).
For the Public Sphere
• Markets are undemocratic• Markets reproduce inequality• Markets are amoral• Markets do not necessarily meet
social needs• Markets do not necessarily meet
democratic needs
What is the Public Interest?
Market – Whatever the public is interested in
Sphere – Media responsibility to….a. Promote diversity (Avoid homogenity)b. Provide Substance (w/out Elitism)
Which side do you fall on?
“The media’s role in facilitating democracy and encouraging citizenship has always been in tension with its status as a profit making industry…” (38)
Part ThreeDestabilizing Ownership
Are these part of Mr. Media, or part of you?
Is he part of Mr. Media, or part of you?
2006 Most Visited Site, USA
2007 Most Visited Sites, US
1. Yahoo.com - Yahoo! Inc.2. Google.com - Google Inc.3. Myspace.com - News Corp.4. MSN.com - Microsoft
Corporation5. ebay.com - eBay Inc.6. YouTube.com - Google Inc.7. Facebook.com - Facebook8. wikipedia.org - Wikimedia
Foundation9. craiglist.org - craigslist, inc.10. live.com - Microsoft
Corporation
11Amazon.com - Amazon.com, Inc.12. Blogger.com - Google Inc.13. Go.com - The Walt Disney Co.14. AOL.com - Time Warner15. microsoft.com – Microsoft Co.16. CNN.com - Time Warner17. Comcast.net - Comcast Co.18. IMDb.com - Amazon.com, Inc.19. Flickr.com - Yahoo! Inc.20. Photobucket.com – Photobucket
http://www.freepress.net/content/top20websites alexa, 2007
2009 Most Visited Sites, US
1. Google 2. Facebook3. Yahoo! Mail4. MySpace5. Yahoo! 6. YouTube7. Windows Live
Mail8. MSN9. Yahoo! Search10.eBay
http://www.businessreviewonline.com/internet-weblog/archives/2009/08/top_20_websites.html
11.Gmail12.Bing13. AOL Mail14. AOL15. Google Image
Search16. My Yahoo! 17. Wikipedia 18. Amazon.com19. Yahoo! News20. Craig's List
2012 Most Visited Sites, US
1. Google 2. YouTube3. Facebook4. Amazon5. Yahoo! 6. Twitter7. MSN8. Wikipedia9. Wordpress10.Microsoft
http://bottomline.nbcnews.com/_news/2012/03/25/10760486-americas-10-largest-websites?lite
1. Is The Shallows right? Do you agree with it?
2. What is the difference between Mass Media & New Media Structures for Marketing and Advertising?
3. How will Filter Bubbles influence our future consumer habits?
