mass media and power

7/29/2019 Mass Media and power

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The Mass Media:

Changing the Balance

of PowerWeek 2: 11 March 2013

Communication in the Digital Economy

Robin Croft


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Outline for today

The mass media

Newspapers

Radio

Television

Past history and future trends

All are disrupted by digital media


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First some theory

Communication

Shannon & Weaver, Schramm

Communicate strategically

AIDA

Sementation, Targeting, Positioning

Or fragmentation and curation?


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Shannon & Weaver (1948)


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Schramm (1954)


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AIDA model (1921)

C P Russell, 1921


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Lavidge & Steiner (1961)


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Segmentation,Targeting, Positioning


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Aggregation & Curation


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Fragmentation


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Mass Media

Newspapers


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Some History

Handwritten and printed information sheets

17th century broadsheets

18th century named newspapers (The Times1785)

Long association of newspapers, knowedge andpower hence censorship

Long slow decline since 1930s

Then 2/3rds of population read daily paper


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What are they for?

Advertising

Reaching the mass market

Penetrating market segments

Publicity

Reach audiences through editorial

Influence decision makers


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Years of decline

Death of newspapers predicted

Since mass adoption of radio and cinema in1930s

Newspapers adapted

Consolidation

Ownership to mass media groups

Eg News Corporation

Audiences = power and influence

Free newspapers

The internet


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Cycle of Decline

Falling readership

sales income down

Advertising revenue falls

Cut costs

New technology

WWW takes readers and advertisers

Broadcast makes inroadsCut journalists

Lose more readers


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Implications

Audiences still news hungry

But obsessed with the here and now

News now elsewhere newspapers more like

magazinesMore need for gossip, scandal

Journalists under pressure

Standards too

opportunities for PRMulti-media reports in cross media channels


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The future for newspapers?

Multimedia

Text, video, audio

Multi-channel networks

Web and Social

Multi platform

PC, Mobile

Global in reach

Sychronous

Crowd-sourced

Curation


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Radio


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History

National radio from 1920s

Follow the money

Public service broadcasters (eg BBC)

Advertising funded radio

Propaganda value

Death of radio predicted when TV arrived

Technology delivers audiencesCars

Mobile devices

Web radio


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Uses

Advertising

Mass audiences of national radio

Market segments in local and online

Publicity

PR and influence


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Future for radio?

Follow the money, follow the audience

Music is still king

Streaming radio

What you want, when you want it

New revenue streams

Market segments - advertising

Links to downloads

eg iTunes, AmazonIncreasing fragmentation

Especially local, micro stations


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Television

& video


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Some history

Growth from the 1950s

Public service and private TV

Social effects

Family curation of news, entertainments

Mass audiences in 1970s

Then fragmentation

Cable and satellite

Micro viewing

Multiple devices

Multiple platforms


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Video Killed the Radio Star

Recording

Made TV asynchronous

Allowed zippingand zapping

Competition from movies

VCR, Beta, DVD

But view figures held up

UK average 23 hours per week per person

Very fragmented, though


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Uses in marketing

Advertising

Mass audiences

Niche markets

Influence

The PR message


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Along came YouTube

Democratized film

Low production values acceptable

What matters is now

But new opportunities for companiesVideo casts, interviews

advertising archives

Information, training, CRM

Audiences spread the word

going viral

Avoid censorship and control

But problem of noise and clutter


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High value advertisingthrough controversy


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Other mass media


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Cinema

Delivering mass audiences again

Decline halted in 1990s

Blockbuster films, new venue format

Opportunities for advertising

Market segmentation

Creative development


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Outdoor and ambient

Little understood

Always been the case

Opportunism

Captive audiences

If it works...

Leveraging value

Tie into other channels


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Summary


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What have we learned?

Disruptive technologies

Each has changed the role of what came before

Technology has changed audiences

And audiences have shaped technology

Future session on impact of social

How has mobile changed things?


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Next time

Business to BusinessCommunication

Visiting speaker,

Peter Wise, Minuteman Press, Bristol

mass media and power

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