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The Challenge of New Media

The Challenge of New Media. TV as Mass Media. 3 big networks (late 1940s-1970s) Few options Standardization, norms, broad appeal. Rise of Cable. Initially a way to deliver broadcast television in areas w/ poor reception. Cable as Competitor. Conflict between cable and broadcasters

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The Challenge of New Media

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  1. The Challenge of New Media

  2. TV as Mass Media • 3 big networks (late 1940s-1970s) • Few options • Standardization, norms, broad appeal

  3. Rise of Cable • Initially a way to deliver broadcast television in areas w/ poor reception

  4. Cable as Competitor • Conflict between cable and broadcasters • Emergence of original, specialized content: • Z-Channel (1974, indie/art films in LA) • TBS (1976, reruns, Braves games in Atlanta) • CNN (1980) • MTV (1981)

  5. Proliferation • Cable, satellite • Video rental market • Growth of porn • Global bootleg/pirate/“subterranean” market

  6. End of the Mass? • Broadcast networks persist w/ biggest audiences, by far • But niches proliferate on cable, satellite, online • M*A*S*H* finale remains biggest show from 1983-2010

  7. Public Sphere vs. Counterpublics • Can public arena survive a million echo chambers?

  8. Immersion • New media permeate everyday life • Cable, smartphones, Internet, gaming, TV, etc. • Prospect of the cybernetic

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