PENGENALAN KOMUNIKASI MASSA KOB3201

1. PENGENALAN KOMUNIKASI MASSA KOB3201 Dr. Rosya Izyanie Hj. Shamshudeen Jabatan Komunikasi Fakulti Bahasa Moden dan Komunikasi 03-89468789 rosya@upm.edu.my

2. TOPIK KULIAH Unit 1 Pengenalan dan konsep komunikasi massa Unit 2 Sejarah dan perkembangan media massa Unit 3 Bentuk & struktur organisasi media Unit 4 Media cetak Unit 5 Media elektronik Unit 6 Orientasi industri media Unit 7 Fungsi, peranan dan kesan media massa dalam masyarakat Unit 8 Audien dan maklumbalas media massa Unit 9 Teori media massa Unit 10 Etika dan undang-undang media massa Unit 11 Kerjaya dalam industri media

3. UNIT 4 PRINT MEDIA

4. NEWSPAPER:PRINT EDITION AND ONLINE EDITION • The difference between online edition and print edition: • No page numbers • Its pages are not divided into columns • It has no top or bottom • The text is in a different font from the print version • It does not contain the same ads as the print version

5. THE STAR: PRINTED & ONLINE EDITION

6. THE STAR: DIGITAL EDITION

7. NEWSPAPER:DIGITAL EDITION • Digital edition (DE) offers the same content as print newspaper, but in a format that can be read on a computer screen. • The format of DE is familiar to readers and they are convenient. • However, DE are not updated. • DE require a lot of scrolling and zooming. • Digital newspaper ≠ online edition

8. DEFINING FEATURES OF NEWSPAPERS 1. Newspaper is made up of diverse content– contain international, national and local news. They also feature editorials, letters to the editor, movie listings, horoscopes, comics, sports, film reviews, recipes, advice columns, classified ads.

9. DEFINING FEATURES OF NEWSPAPERS (CONT…) 2. Newspapers are conveniently packaged. It is organized according to content. There are sections devoted to general news, financial news, sports, and entertainment. Each story contains a headline. 3. Newspapers are local. 4. The newspaper serves as a historical record. 5. Newspapers perform the watchdog role in our society. 6. Newspapers are timely. News is not useful if it is stale.

10. Suratkhabar: Pengiklanan • Suratkhabar perlu menjana pendapatan. Suratkhabar menghasilkan pendapatan melalui 2 cara: • Pengiklanan • Edaran suratkhabar • 4 jenis pengiklanan: • Pengiklanan runcit (retail advertising) • Classified ads • National ads • Freestanding Inserts (FSI)

11. Pengiklanan: Retail Advertising • Iklan terdiri daripada kedai komputer, hospital, restoran, kedai menjual kereta, panggung wayang, pasaraya dll. • Retail advertising merupakan pengiklan yang paling penting. 50% iklan dlm suratkhabar harian adalah terdiri dari jenis ini.

12. Suratkhabar: Pengiklanan

13. Pengiklanan: Classified advertising • Merupakan penyumbang kedua terbesar bagi sumber pendapatan akhbar, iaitu hampir 40%. • Classified ads – merupakan iklan pendek utk sesuatu produk atau perkhidmatan yang dikelompokkan mengikut kategori masing-masing. • Ruang classified ads dijual kepada sesiapa yang ingin menjual barangan mereka.

14. Classified ads

15. Pengiklanan: Pengiklanan Nasional • Pengiklanan nasional adalah merupakan iklan yang terdiri daripada syarikat besar: syarikat nasional dan multinasional.

16. Pengiklanan: Freestanding Inserts (FSI) • Merupakan kepilan cetakan yang mengiklan produk, atau perkhidmatan yang khusus. • FSI tidak dicetak sebagai sebahagian drp suratkhabar, tetapi dimasukkan di dalam suratkhabar selepas suratkhabar siap dicetak. • FSI banyak didapati di dalam suratkhabar pada hari Ahad. • FSI dan pengiklanan nasional hanya menyumbang 17% pendapatan suratkhabar, tetapi ianya tetap diambil kira sebagai penjana pendapatan akhbar yang penting.

17. Books • Types of books • Book publishing industry • Book promotion • Defining features of books

18. Types of books • Trade books • Professional books • University Press books • Text books • Reference book • Specialty book

19. Types of Books • Trade books • Sold to the general public through book stores and to libraries. • They can be hardbound, softbound, trade paperback. • Many types of books come in this format, but romance novels and science fiction tales are among the most common. • They include titles for children and adults. • Most books sold today are trade books. • Eg. Hardcover fiction, nonfiction, cookbooks, art books, travel books, novels and several other types.

20. Trade books

21. Types of Books ii. Professional books • Directed to professional people. • Contain specialized information needed by people in specific occupations such as law and engineering. • Professional books fall into 3 subcategories: • Technical and science books • Medical books • Business and other professional books iii. Textbooks • Published for elementary, secondary students and college students. • These books are chosen by the lecturers. • Sold mainly through college bookstores.

22. Types of Books iv. University Press books • Published every year by university presses. • Produce mainly scholarly materials in hardcover and softcover. • Sold in college bookstores. v. Mass-market paperbacks • These books are defined not by their subjects but by where they are sold. • Although you can find them in bookstores, mass market books are mainly distributed through “mass” channels - supermarkets, newsstands, or airports. • These books are made from cheaper paper. • Cost less than trade paperbacks.

23. Types of Books vi. Reference books • Such as atlases, dictionaries and encyclopedias allow people to look up facts and information. • Many now appear on the Internet or CD-ROMs. • Initially expensive to produce, they are profitable because much of the content can be recycled into new editions. vii. Specialty books • Include any type of book that does not fit into one of the other categories, such as religious books, anthologies of comics and college yearbooks

24. Book Publishing houses • The organisations that supervise the overall production of books, including the development of new books, editing, printing, and marketing • Minority publishers are often small, independent publishers that target specific minority audiences. • University presses are affiliated with and subsidized by universities and produce mostly academic books, often original research by faculty. • Small presses have few employees and minimal facilities, and usually produce books that the big publishers are not interested – such as poetry. they can specialize in specific topics, such as the environment or bicycling.

25. Book Promotion • Publishers promote their books in a variety of ways to maximize sales. • Bookstore displays • Jacket blurbs are favorable comments on the covers of books. • Book review: advance copies of books go to newspapers and magazines for review. • Excerpts: putting a fragment of that book are placed in magazines or newspaper and on Web sites. Eg. Offer sample chapters as free downloads. • Book fairs: where publishers traditionally show their books • Radio and TV interviews: Make appearances on TV, radio, and in bookstores.

26. Book Promotion

27. The Bookseller • Independents bookseller are privately owned stores, usually operated by their owners. They may be big or small, they may specialize in a narrow niche or carry a little bit of everything. They usually have only one location but may have a handful of outlets usually in the same geographic area and usually overseen by the same small group of people. • Chain stores are owned or franchised by large retailers such as Borders, Barnes and Noble, MPH. • Online booksellers like Amazon.com, Barnes & Noble sell books over the Internet.

28. The Reader • Bibliophiles read 50 or more books each year. • Casual readers read several books a year. • Required readers read only what they must read for school or work. • Nonreaders fall into two categories: • Illiterates cannot read. • Alliteratescan read but do not.

29. BOOKS: THE DEFINING FEATURES • Books are the least “mass” of the mass media. • Books can have a cultural impact that far outweighs their modest audience size. • Books are the oldest and most enduring of the mass media.

30. BOOKS: THE DEFINING FEATURES • Books are the least "mass" of the mass media. It took about 40 years to sell 20 million copies of Gone with the Wind, but more than 50 million people watched the movie version in a single evening when it came to television. Even an unsuccessful TV show might have a million people in its audience, whereas a popular hardcover book might make the best-seller list with 125,000 copies sold.

31. BOOKS: THE DEFINING FEATURES • Books, however, can have a cultural impact that far outweighs their modest audience size. • Dr. Spock and his Baby and Child Care altered the way parents brought up their children. • Rachel Carson's Silent Spring changed the nation's attitudes toward the environment.
 • Books are the oldest and most enduring of the mass media. • Many individuals have extensive collections of books in their own home libraries. People throw away newspapers and magazines shortly after reading them, but most save their books.

32. UNIT 5 ELECTRONIC MEDIA

33. An Overview of Today’s Recording Industry • New era of recording industry can be observed within 3 perspectives: • Its ownership is international • Its production is fragmented • Its distribution is highly concentrated

34. An Overview of Today’s Recording Industry: International Ownership International Ownership • Four largest recording companies: • Warner, EMI, Sony, and Universal • EMI is a British firm • Sony BMG Music Entertainment is a global joint venture equally owned by German Bertelsmann AG and the U.S. subsidiary of Sony of Japan • Universal is owned by Vivendi, a French conglomerate • Warner is owned by a Canadian group • However, the country of origin of each of these firms, however, does not typically dictate the kind of music it tries to circulate in the U.S.

35. An Overview of Today’s Recording Industry: Fragmented Production (cont…) Fragmented Production • Fragmentation means that there are literally thousands of companies turning out recordings that they would like to sell. • These recording firms are called independents because they are not owned by the four major companies. • Independent labels sometimes succeed by handling controversial music that the majors won’t touch. • One reason for the rise of independent firms is that newly affordable powerful digital recording technology enabled small companies to produce compact disks.

36. An Overview of Today’s Recording Industry: Concentration of Distribution (cont…) Concentration of Distribution • The four major recording companies are the distributors of choice because of the immense power they bring to the marketplace. • Represent many popular artists – these companies have access to stores and radio stations for the promotion.

37. Singles vs Albums • The recording industry releases its product in 2 lengths: • Singles – contains only one or two songs. • Albums – a collection of a dozen or more individual song. • Artists and labels make their money from album sales, and the recording companies often do not price physical singles so they are worthwhile purchases relative to the albums.

38. FM Radio and AM Radio • FM/AM technologies • A means of radio broadcasting. Terrestrial radio stations broadcast using one of 2 technologies, AM or FM • AM stands for amplitude modulation, and FM stands for frequency modulation • Frequency modulation (FM) • FM radio was invented by Edwin Armstrong • Utilizing the band between 88 and 108 megahertz • FM signals are marked by high levels of clarity, but rarely travel more than eighty miles from the sites of transmission.

39. FM Radio and AM Radio • AM radio • Utilizing the band between 540 and 1,700 megahertz • AM signals are prone to frequent static interference, but their high powered signals allow them to travel great distances, especially at night.

40. Commercial Radio Stations vs Noncommercial Radio Stations In terms of funding, there are two types of radio stations: • Commercial stations • Noncommercial stations Commercial stations • The vast majority of stations are commercial stations. • These stations support themselves financially by selling time on their airwaves to advertisers.

41. Commercial Radio Stations vs Noncommercial Radio Stations (cont…) Noncommercial stations Do not receive financial support from advertisers in the traditional sense of airing commercials. Most noncommercial stations are located at the very left of the FM band (between 88 and 92 MHz).

42. TODAY’S TELEVISION INDUSTRY • Divided into three domains: • TV broadcasting • Cable services • Satellite services

43. TV BROADCASTING The most popular domain of the three. It’s signals are transmitted from towers owned by local stations on frequencies allocated to them. People can receive the signals without charge by simply turning on a television set.

44. TV BROADCASTING • Most of the stations are what people in the TV industry call commercial; the rest are noncommercial. • Commercial stations: • Make their money by selling time on their airwaves to advertisers. • Noncommercial stations: • Receive support in other ways, such as viewer donations and donations from private foundations and commercial firms in return for billboards. Billboards are mentions of a sponsor’s name or products at the start or end of programs airing on the station.

45. CABLE AND SATELLITE SERVICES Cable networks – program channels offered by a cable television system to its customers in addition to what is broadcast over the airwaves in their geographic area. Cable television refers to businesses that provide programming to subscribers via a wire (historically a coaxial cable, but increasingly a fiber optic line). Cable subscribers rent set-top boxes or use cable “smart cards” to receive their programs.

46. CABLE AND SATELLITE SERVICES (CONT…) Satellite television means programming that comes directly to the home from a satellite orbiting the earth. Satellite viewers need a receiver and a satellite dish. It allows a household to receive hundreds of channels. The signals are delivered digitally to a small dish installed on the side of a house; a set-top box converts the digital signals to analog signals that are accepted by TV.

47. PRODUCING CHANNEL LINEUPS: COVERING COST • Creating a channel lineup is a high-priority job for cable and satellite exhibitors. • The lineups set by cable and satellite exhibitors depends on the amount of money that particular networks charge exhibitors for carrying their networks. CABLE AND SATELLITE TIERING • The possibility of competition and a desire for consumer goodwill led cable or satellite system to keep their most basic rates relatively low and to charge more for extra packages of programs. This strategy of charging different amounts for different levels of programming is called tiering. The number and variety of tiers has gone up dramatically in recent years, especially among cable firms.

48. CABLE AND SATELLITE TIERING:COMMON TYPES OF TIERING • The most common types of tiers are: • basic cable • Expanded basic • digital cable • premium channels • pay-per-view (PPV) • Video on Demand (VOD)

49. CABLE AND SATELLITE TIERING:COMMON TYPES OF TIERING • Basic cable • In many cable systems, this entry-level service offers the customer all the broadcast channels available in the area, channels with local government and other “access” programming, and a small number of subscription channels, e.g.: ABNxcess (the first digital cable TV in Malaysia) were introduced in 2013, charge only RM158.99 a month. It offers more that 50 international channels, 10 HD channel, 7 ‘free to air’ channel, and internet connection.

50. CABLE AND SATELLITE TIERING:COMMON TYPES OF TIERING Expanded Basic The tier really gets the subscriber into the menu of cable programming. Comcast’s version of this tier in 2007 provided 70 channels at around $51 per month. Apart from TBS and TNT (which tend to appear in basic lineups), common networks in the enhanced lineup are CNN (news), ESPN (sports), USA (general programming), Discovery (science and nature), Nickelodeon (programming aimed at children), the Cartoon Network, the Nashville Network (country music), Fox News, Lifetime (programming aimed at women), MTV (music), A&E (historical and cultural documentaries), Black Entertainment Television, and the Weather channel. Family HD Pack –RM51.95 per month (10 HD channels): Family + basic HD (AXN HD, Food Network Asia HD, Disney XD HD) Sports bundle: RM82.95, Movies bundle:RM71.95, Learning + Kids Bundle: RM57.95