THE MEDIA OF MASS COMMUNICATION 11 th Edition John Vivian

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1 THE MEDIA OF MASS COMMUNICATION 11 th Edition John Vivian PowerPoint Prepared by Amy M. Carwile Texas A&M University at Texarkana This multimedia product and its contents are protected under copyright law. The following are prohibited by law: -any public performance or display, including transmission of any image over a network; -preparation of any derivative work, including the extraction, in whole or in part, of any images; -any rental, lease, or lending of the program.

2 Chapter 7: New Media Landscape Thematic Chapter Overview Media Technology Media Economics Media & Democracy Media & Culture Media Future Audience Fragmentation

3 Jobs Historical Model Stage 1: Computer Revolution Vast increase in human productivity; roughly Stage 2: Internet Revolution Post-1980 fundamental changes triggered by digital technology Stage 3: Digital Lifestyle Personal & hand-held computers become a centerpiece of outgoing and incoming communication

4 How did the Computer Revolution, which was Stage 1 in Steve Jobs framework for a digital history, pave the way for the new media landscape? How did Jobs Stage 2, the Internet Revolution, affect our everyday life? What does the Stage 3, Digital Lifestyle, mean to you?

5 Portals Walled Gardens America Online Browsers Marc Andreessen & Netscape

6 Why did the walled garden online business model peak and then flounder? Browsers were a quantum leap in online technology but still fell short. How so?

7 Search Engines Google Sergey Brin & Larry Page Yahoo David Filo & Jerry Yang Dot-Com Bust

8 How would the internet and web be different today without browsers and search engines? How do search engines earn money without charging their users? What do you see as their long-term revenue streams?

9 Messaging Mostly One-On-One Spam Texting Use by Businesses & Organizations Use by Political Organizers In the U.S., 4 of 5 mobile phone users are texting

10 When is mass communication and when not? How has texting affected how people live their lives? What do you see as political implications of texting?

11 POINT Major U.S.-based internet companies like Yahoo and Google argue that the Chinese people are better off having internet access even though they are censored and spied on. Segey Brin, one of Google s founders, notes that political searches coming out of China: You want to look at the total value. Also, internet companies cannot be unmindful of profits. With 253 million users, China is the world s biggest internet market and advertising in China is in explosive growth. Estimates peg online advertising is growing 60 to 70 percent per year. No wonder Yahoo and other internet companies want to cash in. COUNTERPOINT But internet access and profits should never carry a price tag of human liberties. Human Rights Watch, which monitors the Chinese situation closely, has called for U.S. internet companies to act more ethically. Rebecca MacKinnon, a consultant to Human Rights Watch, says these companies can be more ethical and still operate in China. As she puts it: It is time for internet companies to decide whether they want to be part of the problem or part of the solution.

12 User-Generated Sites Blogs User-Generated Content Social Networking Facebook Myspace Flickr YouTube Twitter Video Sharing

13 How can it be said that bloggers have democratized mass communication? What is the immense attraction of Facebook? Twitter has been characterized as a tool for people with short attention spans and contributes to a decline in culture. What is your view? How do social networking sites make money to stay in business?

14 Online Commerce Sales Sites Auction Sites Pierre Omidyar & ebay Mail Order Jeff Bezos & Amazon.com Product Downloads itunes Store Kindle

15 Why the early disdain for commercial content on the internet? Can a case be made that ebay forced the commercialization of the internet? Why did Jeff Bezos choose books for online commerce? What was the effect on traditional book retailing? How does Kindles move Amazon nearer the itunes model? How does its impact on e-commerce compare to that of the ipad?

16 Online Domination Amassing Target Audiences Targeted Marketing Behavioral Targeting Facebook s Like button

17 What is the advantage of social-networking sites to target customers for advertisers? What obstacles does Facebook have as a behavioral targeting service?

18 Games Online Game Audience Game Advertising $1 billion globally in 2014 (predicted) Up $300 million over 5 years

19 How do your game habits compare with the 6 ½ hour-a-week average reported by the entertainment software association? What impact does your playing have on your daily schedule? What do advertisers find attractive about buying space in game messages?

20 Archives Digital Storage Google Book Search Google Books Library Project Wikipedia First 8 years 2.9 million articles in English, 5 times that in additional languages News Record

21 What is digital storage replacing? Why are many book publishers and authors concerned over the Google Print Library project? Contrast the Wiki collaborative process with how the Britannica is edited. What advantages do digital archives of news have over traditional news archives?