Theory of Agenda SettingTheory of Agenda Setting

““Here may lie the most important effect of Here may lie the most important effect of mass communication, its ability to mass communication, its ability to mentally order and organize our world for mentally order and organize our world for us. In short, the mass media may not be us. In short, the mass media may not be successful in telling us what to think, but successful in telling us what to think, but they are stunningly successful in telling they are stunningly successful in telling us what to think about."us what to think about."

— Donald Shaw & — Donald Shaw & Maxwell McCombs, Maxwell McCombs, 1977 1977

Does the Media Does the Media Dominate Your Life?Dominate Your Life?

Mass CommunicationMass Communication

Communication from one person or Communication from one person or group of persons through a group of persons through a transmitting device (medium) to transmitting device (medium) to large audiences or markets.large audiences or markets.

Communication ModelCommunication Model

The Communication ProcessThe Communication Process

Sender (Source) (e.g. local cable Sender (Source) (e.g. local cable company/satellite company)company/satellite company)

Receiver (You)Receiver (You) Message (e.g. “CSI Miami”)Message (e.g. “CSI Miami”) Channel/Medium (e.g. Your television Channel/Medium (e.g. Your television

set)set) Feedback (e.g. Nielsen Ratings)Feedback (e.g. Nielsen Ratings)

3 Characteristics of Mass 3 Characteristics of Mass CommComm

Message is:Message is:

1.1. Sent out on some mass comm Sent out on some mass comm system system (e.g. internet, print, (e.g. internet, print, broadcast)broadcast)

2.2. Delivered Delivered rapidlyrapidly

3.3. Reaches Reaches largelarge groups groups simultaneouslysimultaneously

Average Number of Hours Each Average Number of Hours Each Person Spends Using Each Person Spends Using Each

MediumMedium Washington Post reported in 2011 Washington Post reported in 2011

that the average American spends 8 that the average American spends 8 hours and 50 minutes a day hours and 50 minutes a day consuming media (in 2011 it was 6 consuming media (in 2011 it was 6 hours and 50 minutes) hours and 50 minutes) Arbitron/Edison Media ResearchArbitron/Edison Media Research

Mass Media IndustriesMass Media Industries

BooksBooks NewspapersNewspapers MagazinesMagazines RecordingsRecordings RadioRadio MoviesMovies TelevisionTelevision New Media (Internet)New Media (Internet)

Media is Profit-CenteredMedia is Profit-Centered

$276 Billion$276 Billion Entertainment Media=movies, video games & recordingsEntertainment Media=movies, video games & recordings

Atlantic Cape’s Budget: $35 MillionAtlantic Cape’s Budget: $35 Million

3 Vital Mass Media Concepts3 Vital Mass Media Concepts

Profit-Centered BusinessesProfit-Centered Businesses

Technology changes the way mass Technology changes the way mass

media is delivered and consumedmedia is delivered and consumed

Both reflect and affect politics, Both reflect and affect politics,

society, and culture.society, and culture.

Media is Owned by Media is Owned by CorporationsCorporations

These are vast businesses.These are vast businesses. Small number of companies control most Small number of companies control most

media.media. The Press of Atlantic CityThe Press of Atlantic City appears to be family appears to be family

owned, but it actually is owned by Abarta owned, but it actually is owned by Abarta (based in Pittsburgh). 6(based in Pittsburgh). 6thth largest newspaper largest newspaper in the state. Circulation: 72,450 daily and in the state. Circulation: 72,450 daily and 89,014 on Sunday. 89,014 on Sunday. Up for saleUp for sale..

The Vineland Times JournalThe Vineland Times Journal is owned by is owned by Gannett. The company's 90 daily newspapers Gannett. The company's 90 daily newspapers have a combined daily circulation of 7.3 have a combined daily circulation of 7.3 million. million.

Time WarnerTime Warner

2011 revenues: 2011 revenues: $28.9 billion$28.9 billionLargest media conglomerate in the worldLargest media conglomerate in the world

Holdings include Holdings include The CW Television Network, CNN, HBO, Cinemax, The CW Television Network, CNN, HBO, Cinemax,

Cartoon Network, TBS, TNTCartoon Network, TBS, TNT DC Comics, NASCAR.com, Warner Bros. Pictures, New DC Comics, NASCAR.com, Warner Bros. Pictures, New

Line CinemaLine Cinema 150 magazines such as Time, Cooking Light, Marie 150 magazines such as Time, Cooking Light, Marie

Claire and People. Claire and People. 22ndnd largest media and entertainment conglomerate in largest media and entertainment conglomerate in

the worldthe world

2011 revenues: 2011 revenues: $40.89 billion$40.89 billionHoldings:Holdings:

ABC Television NetworkABC Television Network Numerous cable networks including ESPN, The Numerous cable networks including ESPN, The

Disney Channel, SOAPnet, A&E and LifetimeDisney Channel, SOAPnet, A&E and Lifetime 71 radio and 10 television stations71 radio and 10 television stations Music and book publishing companiesMusic and book publishing companies Production companies such as Touchstone, Production companies such as Touchstone,

Miramax and Walt Disney PicturesMiramax and Walt Disney Pictures Six theme parks around the world.Six theme parks around the world. Largest media conglomerate in the world. Largest media conglomerate in the world.

Comcast Merges with Comcast Merges with NBC UniversalNBC Universal

Approved by US Justice Department Approved by US Justice Department and FCC on January 18, 2011and FCC on January 18, 2011

Many conditions on the mergerMany conditions on the merger Took a year to approveTook a year to approve Comcast gets 51% stake on NBC Comcast gets 51% stake on NBC

Universal, creating a $30 Billion Universal, creating a $30 Billion businessbusiness

2011 Revenue: 2011 Revenue: $55 Billion$55 Billion Largest cable provider in the US: 23.2 Largest cable provider in the US: 23.2

million cable subscribersmillion cable subscribers 100,000 employees100,000 employees NBC-Universal (GE owns 49%)NBC-Universal (GE owns 49%) Universal Parks & ResortsUniversal Parks & Resorts Universal Pictures and Focus FeaturesUniversal Pictures and Focus Features 30 television stations in the U.S30 television stations in the U.S

Owns Cable networks such as Owns Cable networks such as MSNBC, Bravo, Sci Fi Channel, Style, MSNBC, Bravo, Sci Fi Channel, Style, E! and NBC Sports Network.E! and NBC Sports Network.

Headquartered in PhiladelphiaHeadquartered in Philadelphia Comcast Sports NetworksComcast Sports Networks Owns Philadelphia FlyersOwns Philadelphia Flyers Runs 60 other venuesRuns 60 other venues

Most Valuable Company Most Valuable Company in the Worldin the World

Apple is worth approximately $600 Apple is worth approximately $600 BillionBillion

Revenue 2011= $108.2 BillionRevenue 2011= $108.2 Billion

Types of OwnershipTypes of Ownership

Chains—companies that own multiple Chains—companies that own multiple newspapers.newspapers.

Largest: Largest: 90 newspapers including 90 newspapers including USA TodayUSA Today 2011 Revenue: $5.4 Billion 2011 Revenue: $5.4 Billion Asbury Park Press, Vineland Times-Journal, Asbury Park Press, Vineland Times-Journal,

Wilmington News JournalWilmington News Journal Owns 19 TV/Radio stations tooOwns 19 TV/Radio stations too

Types of OwnershipTypes of Ownership

Broadcast Networks—a collection of Broadcast Networks—a collection of radio or television stations that offers radio or television stations that offers programs during designated times.programs during designated times.

FCC regulates broadcast networksFCC regulates broadcast networks

Julius Genachowski is chair of the FCCJulius Genachowski is chair of the FCC Deregulation began in 1980Deregulation began in 1980

AffiliatesAffiliates

Stations that use network Stations that use network programming but are owned by programming but are owned by companies other than the networks.companies other than the networks.

Types of OwnershipTypes of Ownership

Cross-Media Ownership—companies Cross-Media Ownership—companies that own more than one type of that own more than one type of media.media.

Types of OwnershipTypes of Ownership

Conglomerates—companies that own Conglomerates—companies that own media and other types of businesses.media and other types of businesses.

Types of OwnershipTypes of Ownership

Vertical Integration—one company Vertical Integration—one company controlling several related aspects of controlling several related aspects of the media business at once.the media business at once.

Why Media Properties SellWhy Media Properties Sell

Strong ProfitsStrong Profits Scarce Scarce InheritanceInheritance Expensive to start upExpensive to start up DeregulationDeregulation Stock Drop VulnerabilityStock Drop Vulnerability

ConvergenceConvergence

Melding of the communications, Melding of the communications, computer, and electronics industries computer, and electronics industries because of advances in digital because of advances in digital technology.technology.

Economic alignment of different Economic alignment of different types of media so they can offer a types of media so they can offer a variety of services that technological variety of services that technological advances demand.advances demand.

ConcentrationConcentration

Large companies offer advantages Large companies offer advantages such as resources, training, higher such as resources, training, higher wages, and better working wages, and better working conditions.conditions.

Dark Side of ConcentrationDark Side of Concentration

Message Pluralism: diversity of Message Pluralism: diversity of opinion and quality of culture.opinion and quality of culture.

7 ½ Hours7 ½ Hours

Kaiser Family Foundation StudyKaiser Family Foundation Study 8-18 year olds spend 7 ½ hours per 8-18 year olds spend 7 ½ hours per

day using smart phones, computers, day using smart phones, computers, televisions and other electronic televisions and other electronic devices.devices.

Advertisers and ConsumersAdvertisers and ConsumersPay the BillsPay the Bills

Advertising directly supports:Advertising directly supports:1.1. NewspapersNewspapers2.2. RadioRadio3.3. TelevisionTelevisionSplit between Advertising and ConsumersSplit between Advertising and Consumers1.1. MagazinesMagazinesConsumers:Consumers:1.1. MoviesMovies2.2. RecordingsRecordings3.3. BooksBooksGeneral Motors spends $3 Billion per year on advertisingGeneral Motors spends $3 Billion per year on advertisingVerizon spends $800 Million per year on print advertisingVerizon spends $800 Million per year on print advertising

3 Information 3 Information Communications RevolutionsCommunications Revolutions

Phonetic Writing 1000 BCPhonetic Writing 1000 BC

Printing Press 1445Printing Press 1445

Johannes GutenbergJohannes Gutenberg Computers 1950Computers 1950

The New Communications The New Communications NetworkNetwork

Reflecting and AffectingReflecting and Affecting

Selective Perception—The concept Selective Perception—The concept that each person processes that each person processes messages differently.messages differently.

Shaping Attitudes, Shaping Attitudes, Beliefs, and ValuesBeliefs, and Values

AttitudesAttitudesA predisposition to respond to people, ideas, A predisposition to respond to people, ideas,

objects, or events in evaluative ways.objects, or events in evaluative ways.BeliefsBeliefsThe ways people perceive reality to be. The ways people perceive reality to be. Our conceptions about what is true and what Our conceptions about what is true and what

is false.is false.ValuesValuesPeople’s most enduring judgments about People’s most enduring judgments about

what’s good and bad in life.what’s good and bad in life.

By the NumbersBy the Numbers

$273 billion: Annual Income for Media $273 billion: Annual Income for Media IndustriesIndustries

14,000,000: number of blogs14,000,000: number of blogs 150,000 books published each year150,000 books published each year 14,000: number of radio stations in the U.S.14,000: number of radio stations in the U.S. 1,700: number of television stations in the U.S.1,700: number of television stations in the U.S. 40,000: number of movie screens in the U.S.40,000: number of movie screens in the U.S. 20,000: number of magazines in the U.S.20,000: number of magazines in the U.S. 1,400: number of daily newspapers in the U.S.1,400: number of daily newspapers in the U.S. 400: number of new feature films made by 400: number of new feature films made by

Hollywood each yearHollywood each year

Chapter 1 SummaryChapter 1 Summary

Media helps set the agenda.Media helps set the agenda. Mass communication reaches large Mass communication reaches large

audiences simultaneously.audiences simultaneously. Media is profit centered and primarily Media is profit centered and primarily

owned by corporations.owned by corporations. Media properties are sold frequently.Media properties are sold frequently. Media consumption can affect our Media consumption can affect our

attitudes, beliefs and values.attitudes, beliefs and values.