MMC 910 Journalism and Society

1. MMC 910 Journalism and Society Session 11: Circulation, Ratings, and Survival

2. Tonight’s Program • Reminder about Report: Strengths and Weaknesses of one theory found in e-readings; link theory and practice; 200o wds; due Monday, April 23, by 6 pm • Don’t forget to submit toTurnitin.com • Discuss Week 10 readings: Circulation, Ratings, and Survival • Discuss topics for final essay • Discuss topics for Presentation 2

3. Report due April 23 by email • Take one theory that we have covered this semester and discuss its strengths and weaknesses • Link the theory to current journalism that you read or follow – give examples • Use only short quotes • Paper must be written essay style, maximum 2000 words • Include List of Works Consulted – alphabetical by author’s last name. list of everything you refer to in your paper

4. Evaluating the Report

5. Template for report

6. Turnitin.com www.turnitin.com Class ID: 5031097 Enrolment password: MMC910

7. Circulation, ratings, survival Dennis McQuail • Need to know audience is quite new – unites everyone in media and relates to advertising • How much do we know about audience: does buying paper or tuning to TV program mean absorbing information? • Concepts of reach: Print – total reading public paying readers reading audience – paper read by more than buyer internal audience – some parts only

8. Circulation, ratings, survival 2 TV /radio – potential audience (own machine) regular audience intensity – background or watching actual audience for a program Films – paying audience/go to movies renting films buying films films on TV

9. Circulation, ratings, survival 3 Roger Clausse model of audience reception Message offered Message receivable – location Message received – what was that ad about? Message registered Message internalized – will lead to action Target audience – ideal group to be reached

10. Circulation, ratings, survival 4 • Spatial dimension of audience reach – location, regional, not national, or local; density desired • Time dimension – instant, daily, weekly, monthly • Intensity of use – varies in countries/habits • Variety of audiences – gender, age, income, occupation • More choices means more selectivity of media • Internal diversity – like BBC, many types of programs • External diversity – Al Jazeera, Fox News • Trend is to more specialized channels, media

11. Audience Selectivity Biocca’s five concepts • Selectivity – don’t watch everything • Utilitarianism – satisfies a conscious/unconscious need • Intentionality – audience is active • Resistance to influence – viewer in control • Involvement – viewer arousal

12. Transnational audiences • Multilateral flow – to many countries via networks like BBC, CNN, etc. • National redistribution 0f foreign media • Bilateral – spillover effect like US/Canada or Irish/British, India/Pakistan • Is there an international audience?

13. Role of the Market Robert C. Picard • Media industries operate in dual service market their own product + advertising • Media sell audiences to advertisers • Geographic markets – not in small countries like UAE • Media competition: inscribed vs recorded • Media have various strengths – Picard doesn’t get into social media which came after 1989 • Competition greatest among similar media/not across categories

14. Types of Media Competition Perfect – many Monopolistic competition – many products, each only from one firm Oligopoly – only a few big firms Monopoly – only one/gov’t controlled Concentration of ownership – big media

15. Economics of Advertising Gillian Doyle • Why advertising? • Does advertising work for brands more than products? • Advertising tries to inform and persuade • Oligopolies limit competition, to keep out new players • Brand proliferation – different prices, targets • How to measure advertising? • New media – but Doyle writes in 2002/very early

16. Editorial Independence? Michelle Grattan • Piece from 1998 speech, revised • Interesting for implications, not relevant to GCC today • Demolishing walls between editorial and sales • News vs entertainment • Should media provide info no one wants to pay for? • Decline in circulation of print newspapers, closings • Future of print? • Future of media?

17. Topics for Final Essay Select one of these and develop the argument using references and some of the theories you’ve studied; use examples from current journalism: • Being objective in journalism is impossible • Social media has changed everything about journalism • The print press can’t survive beyond the 21st century • There is no future for investigative journalism • Press freedom is growing/or not growing worldwide • Tabloidization is taking over the media

18. Evaluating the Final Essay

19. Template for Final Essay

20. Topics for Presentation II What theories from after Midterm remain useful? From Week 7 in Syllabus beginning with Ian Ward: Team 1 Media and Market/Ethar, Anastasia, Shumaila Team 2 Anni, Saloomeh/ Team 3 Jaidaa, Karthik, Ali/ Presentation is on April 30

21. Schedule for rest of semester Week of April 23 – no class Monday or Wednesday Report due April 23 by 6 pm – 10 am EDT Don’t forget to email Turnitin receipt also Work on final Essay Monday, April 30 – discuss Week 11 readings; Team Presentations II Monday, May 7 – discuss Week 12 readings Monday, May 14 - first draft of Essay due by 6 pm Monday; work with Karen on it

22. Coming Up • MMC 911 meets in KV5 – 121 on Wednesday, April 18 • Online version of Field Trip Story 2 due before 6 pm • Team reports I on local version of international story in class • Wednesday, May 2 – Team Reports II on whatever you like See you Wednesday!