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Understanding Media: Definitions and Impact on Society

This text explores various definitions of media, the concept of para-social interaction, and the challenges faced by media managers in the context of personality shows. It delves into the nuances of managing personas and audience engagement in the media industry.

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Understanding Media: Definitions and Impact on Society

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  1. January 24 • Three definitions of “media” were mentioned in class. • An intervening substance through which something else is transmitted or carried on. • An agency by which something is accomplished, conveyed, or transferred. • The group of journalists and others who constitute the communications industry and profession.

  2. January 24 • Which of the three definitions most accurately reflects “media” for the purpose of this class? • (2) An agency by which something is accomplished, conveyed, or trnasferred. • Why? • “agency” implies that the medium itself shapes the message that it transmits. Media are not passive vessels, but active agents.

  3. January 24 • What does it mean to “manage” something? • To direct or control it’s use through decision making.

  4. January 24 • Mass Communication and Para-Social Interaction: Observations on Intimacy at a Distance (Horton & Wohl, 1956) • D. Horton and R. R. Wohl wrote this article in 1956 in response to the dominant electronic media of the time (radio and television).

  5. January 24 • What is para-social interaction? • There are two acceptable definitions: • “seeming face-to-face relationahip between spectator and performer” (abstract) • “simulacrum of conversational give and take [through media]” (p. 215)

  6. January 24 • What is a “persona”? • A persona is “a special category of “personalities” whose existence is a function of the media themselves” (p. 216). • Who are some examples of personae? • Jon Stewart • Katie Couric • Jay Leno • Conan O’Brien

  7. January 24 • How does para-social interaction work? • The “illusion of intimacy” • Gestures and conversational style mimic face-to-face gestures and style. • Flow of “small talk.” • Downplays formal aspects of the show. • Attempt to blend with the audience. • Technical devices (e.g. subjective shot, close up).

  8. January 24 • What is the difference between para-social interaction and a para-social relationship? • Para-social interaction describes the individual instances of mediated communication between persona and spectator, whereas a para-social relationship refers to the bond that is formed with the persona through routine experience and over time.

  9. January 24 • Which of the two major types of media management does the “personality show” use? • Production management. The personality show and its persona are products to be managed according to a particular “formula” within a particular “production format.”

  10. January 24 • What is a management problems that could occur in a personality program? • Audience fails to make anticipated responses. • What solution exists for this problem? • Audience research and “program doctors.”

  11. January 24 • What are some challenges that face media managers of personality shows? • Audience diversity • Age • Culture • Politics • Religion • Socioeconomics

  12. January 24 • What is the solution that Horton and Wohl observe for managing a persona’s private life? • “The standard technique is not to make the private life an absolute secret – for the interest of the audience cannot be ignored – but to create an acceptable façade of private life as well, a more or less contrived private image of the life behind the contrived public image.”

  13. January 26 • What do the letters FCC stand for (regarding the governmental agency)? • Federal Communications Commission • What event occurred during Super Bowl XXXVIII that resulted in CBS and affiliates being fined by the FCC? • The “wardrobe malfunction” that occurred during the Janet Jackson/Justin Timberlake performance.

  14. January 26 • Who organized the half-time show for Super-Bowl XXXVIII? • Music Television (MTV) • If MTV organized the half-time show, why weren’t they fined by the FCC? • The broadcast was made by CBS, so they are ultimately responsible.

  15. January 26 • Why does the FCC have the authority to fine CBS and its affiliates? • CBS broadcasts through public airwaves and are thus bound to the agency (FCC) that regulates those airwaves. • Why might CBS be hesitant to place full blame on MTV? • Both CBS and MTV are owned by the parent corporation Viacom.

  16. Michael Powell Mel Karmazin Joe Brown FCC chairman President/COO of Viacom Executive V.P. for communications and public affairs for the NFL January 26Who were some of the media managers involved in the wake of Super Bowl XXXVIII and what were their positions?

  17. January 26 • A question to ponder… • What is a live broadcast? • Why is this not a question with a simple, factual answer? • Broadcast delays have been introduced to filter out content that may violate FCC standards.

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