INTRODUCTION

TO MASS
COMMUNICATION
(COM 410)

Stanley J. Baran
MASS COMMUNICATION,
CULTURE AND MEDIA
LITERACY
Chapter 1
 WHAT IS COMMUNICATION?
• It is the transmission of a message from a source to a
receiver
• A message if first encoded, that is
transformed into an understandable sign
and symbol system. Speaking is encoding
as are writing, printing and filming a tv
program.
• Encoded messages are carried by a
medium, that is the means of sending
information such as telephone (singular) or
mass medium / media (plural) such as
radio, tv, newspapers, movies and social
media.

• Once received, the message is decoded;

that is the signs and symbols are
interpreted. Decoding occurs through
listening, reading or watching that tv show.
• Noise – Anything that
interferes with
successful
communication
According to Lasswell (1948), the
convenient way to describe
communication is to answer these
questions:
 Who?
 Says What?
 Through Which Channel?
 To Whom?
 With What Effect?
 CONT’
• Mass Communication is
the process of creating
shared meaning
between mass media
and audiences
• Schramm’s
Model of Mass
Communication
JAMES CAREY’S (1975) CULTURAL DEFINITION
OF COMMUNICATION

• “Communication is a
symbolic process
whereby reality is
produced,
maintained, repaired
and transformed.”
• Communication and
reality are linked
• Communication
informs how we
perceive reality
 CULTURE
• Is the learned
behavior of
members of a
given social
group.
• Is the learned, socially acquired
traditions and lifestyles of a society
• It includes repetitive ways of
thinking, feeling, acting…

(HARRIS, 1983)
Lends significance to human
experience by selecting and
organizing it

It refers to the ways in which

people make sense of their lives
rather than museums and art.

(ROSALDO, 1989)
• It is the medium
evolved by humans to
survive, nothing is free
from cultural influences
• It is the medium through
which life’s events must
flow. We are culture.

(HALL, 1976)
 • It is an historically
transmitted pattern of
meanings, encoded in
symbolic forms by which
people communicate,
…develop their knowledge
about and attitudes
towards life.
• Creation of a common
culture occurs through
communication.

GEERTZ (TAYLOR, 1991)

 FUNCTIONS/EFFECTS OF
CULTURE
• Culture’s Limits
• Learned
• Patterned, repetitive
• It informs our tastes, opinions, values, decisions

What examples does the book use to explain the limit’s of

some of our cultural values? (Do/don’t)
 CONT’
• Culture as Liberation (Freedom)
• Debate/Disagreement as variety of culture
• Contestation of values
• Creation of alternative norms/ideas
• Shifts in ideas/representations—cultural change
• Dominant cultural norms can be challenged

What is the dominant culture? (different idea of beauty

and success)
 WHAT IS CULTURE?

• Culture is the world made meaningful; it is socially

constructed and maintained through communication.
It limits as well as liberates us; it differentiates as well as
unites us. It defines our realities and thereby shapes the
ways we think, feel and act.
 MASS COMMUNICATION
AND CULTURE
• What are the responsibilities of media
industries
• Ethical transmission of media content

• What are the responsibilities of

consumers of mass media?
• To think critically and thoughtfully about the media
content
 MASS MEDIA AS CULTURAL
STORYTELLERS
• A culture’s values and beliefs reside in the stories it tells
• Stories shape our culture and our reality
• Stories are a form of entertainment and a source of
information
 CON’T
• What is the responsibility of the viewer?

• To question the tellers and their stories

• To interpret stories in a way that is consistent with larger
values and truths
• To consider the implications of these stories on
themselves and others
 CONT’
• Mass Communication as Cultural Forum
• It has become a forum for debate about issues in our
culture
• This forum is only as good and fair as those who
participate in it
 WHAT IS MEDIA LITERACY?
 The ability to effectively
and efficiently
comprehend and use
any form of mediated
communication
 A skill that we learn and
practice over time
 Comes out of the notion
that literacy is a
necessary and valuable
means of understanding
and processing
language and
information
 CONT’
• Literacy evolved from oral
cultures and practices
• Oral cultures are as old as
humanity and share
characteristics
• Meaning in language is
local and specific
• Knowledge must be
passed on orally
• Memory is crucial
• Myth and history are
intertwined
 THE INVENTION OF
WRITING
• Writing was the first
communication
technology
• It evolved over 5,000
years ago across many
cultures
• Writing creates and
requires literacy
• Literacy is the ability to
effectively and efficiently
comprehend and use
written symbols
 CONT’
• Meaning and language became more uniform
• Communication could occur over long distances and
long periods of time
• Culture’s memory/history/myth could be recorded
How does the advent
(arrival) of literacy
change our social and
cultural rules?
Conclusion??
CONVERGENCE AND
THE RESHAPING
OF MASS
COMMUNICATION
Chapter 2
 INTRODUCTION
 The mass media has
existed since 1830s
 Change along with
technology
 Started with newspaper,
books, magazines,
motion pictures, radio
and sound recording,
television, internet and
world wide web
 The media industries are
facing profound
alterations
 ARGUMENT
• Will you pay for the movie
download?
• What will you pay for on-
demand TV program?
• Would you be willing to
watch a movie or TV
show on a small screen?
• Astro – on demand
 MEDIA LITERACY
• Is the ability to understand and make productive use of the media
• There are two different but related perspectives to media literacy:
• Media criticism
• Career preparation
• Media criticism
Is the analysis used to assess the effects of media on individuals, on
societies and on cultures. Media criticism doesn’t have to be
negative, but it does have to consist of analysis based on well-
reasoned argument.
• Career preparation
Part of media literacy is learning how to use the media. Practical use
is of the most interest to students who want to explore media careers.
These might be careers in the media spotlight- as a newscaster or
reporter, for example-or behind-the-scenes employment in film
production, book editing, advertising, web site creation, or scores of
other careers.
CONCENTRATION OF OWNERSHIP
AND CONGLOMERATIONS

• Through mergers, acquisitions,

buyouts and hostile takeovers,
a very small number and large
conglomerates is coming to
own more of the world’s media
outlet.
• “ The public feels the impact of
concentration of ownership
PATTERNS OF OWNERSHIP:
• Groups and Chains: a system in which the company owns
the same type of medium in more than one market area.
(ex: Gannett Corporation owns a group of 100
newspapers)
• Conglomerates: A large companies involved in many
different types of business. (ex: Media Prima)
• Monopolies: A monopoly is one company that dominates
an entire industry. Monopoly can occur locally, regionally,
or globally. (ex: Microsoft)
• Oligopolies: An oligopoly is a economic situation in which
a small number of companies dominate an industry (ex:
Media Prima, Astro, five companies: Disney/ABC,
Viacom/CBS, NBC Universal, Time Warner, and Fox/ News
Corporation.
• Entrepreneurial Start-ups: entrepreneur is defined as an
individual who invest the time and money to start a new
business
-NAJ-
 OWNERSHIP AND PRIVATIZATION OF
BROADCASTING
 In broadcasting, following the
introduction of the first commercial
television station, TV3, in 1984,
Metrovision (1995),ntv7(1998), cable TV,
Mega TV (1995) and Satellite TV service,
ASTRO (1996)
 Mega TV and Metrovision have since
folded but new FTA, channel 9 (2003)
has since joined the fray on the test basis
and in early 2004, 8TV is scheduled to
start operations
 MEDIA AND
CONCENTRATION
 All media in this world are
concentrated
 The ownership and
controlled by the Jewish in
western
 In every general Election
aftermath, the mass media
are more selective in giving
the information
 The content of news is
belong to the ownership of
the media company
 Mass media – Critical thinking
and observation
 The role of the media- to
help developing the nation
or increase the circulation?

-NAJ-
GLOBALIZATION
• Closely related to the
concentration of media
ownership
• Diversity of Expression
• Shape news and
entertainment content to
suit their own ends?
• Respect the values and
customs. Example: China
 HYPERCOMMERCIALISM
• Watching TV programme
or TV commercial
• Slot for TV commercial
• Advertising everywhere
• Product placement Vs.
Commercialism
• Deco bersama Eric
THANK YOU…
BOOKS
Chapter 3
 INTRODUCTION
• Book were the first mass
medium and the most
personal
• Inform and entertain
• Books mirror the culture
• Books as a catalyst of
The ideology and
propaganda
 A SHORT HISTORY OF
BOOKS
 The earliest colonist s
came to America
primarily for two reasons
 To escape religious
persecution/religiously
oriented
 To find economic
opportunities
 Reading books was
luxury for those who can
afford and had little time
 CONT’
 The first printing press arrived on North American Shores
in 1683 only 18 years after Plymouth rock landing
 Printed religious and government documents
 The first book 1664-The Whole booke of Psalms (Bay
Psalms Book.
 Benjamin Franklin-90 years later- Poor Richard
Almanack-1732- sold 10,000 copies annually.
 He also published the first true novel printed in North
America-Pamela which has written by Samuel
Richardson
 PARCHMENT AND CODEX

• a
 THE PRINTING REVOLUTION
• Johannes Gutenberg came upon the idea of a type mold
for the movable metal type. The metal mode enabled the
production of exact multiple replicas of the letters of the Latin
alphabet, and those type pieces made possible the mass
production of printed documents. Gutenberg sought to exploit
his invention by becoming a printer and producing Bibles of
great accuracy and beauty. His invention sparked a
revolution.
• Printing led to the fundamental shift in the
world from oral culture to literate culture.
This shows one of the great examples of
technological determinism, a theory that
states that the introduction of new
technology changes society, sometimes in
unexpected ways.
-Encouraging Literacy
-Oral Culture
-Print Culture
THE EARLY BOOK INDUSTRY

 Printing has become

more central to political,
intellectual and cultural
life after the War of
independence.
 The cheapest novels was
sold for 10cents in 1860
by Irwin and Eratus
Beadle.
 THE REASONS WHY BOOKS HAVE
BEEN SEEN AS A POWERFUL
CULTURAL FORCE
 Agent of social and cultural change
 Important cultural repository
 Our windows on the past
 Important sources of personal
development
 Wonderful sources of entertainment,
escape and personal reflection
 The purchase and reading of a book is a
much more individual, personal activity than
consuming advertiser support
 Mirrors of culture
• From Bookstores to libraries
Benjamin Franklin and his associates founded one of the first
public libraries in 1731. It was called The Library Company of
Philadelphia; its purpose was to collects books and promote
reading. It was the first library open to the public.
• Universal Education
One of the radical ideas promoted by the Franklin’s Library
Company and in early colonial books was that of free,
taxpayer-supported universal education. As this idea began
to catch on, the schoolhouse became a fixture in early
colonial villages. In 1642 Massachusetts became the first
colony to pass a law requiring that every child be taught to
read. Universal education became law in the United States in
the 1820s.
 PAPERBACK BOOKS
• The modern mass-market paperback appears in the 1930s.
Before there were modern paperback, there were 2 types of
paperback:
• Chapbooks: Inexpensive early form of paperback containing
mostly stories to be read for pleasure.
• Dime novels: Inexpensive fiction, popular in the 1860s that
sold for 10 cents; also called pulp novels.
• The formula for the mass-market paperback
novel consisted of a human interest story, a
sexy cover, a low price, and mass
distribution. Such novels often featured
violent crime or tales of great heroism.
• The full-color cover illustration added to the
sensationalism of the story lines; they often
featured attractive, scantily dressed women
and men in romantic or dramatic poses,
accompanied by cover lines.
 ALITERACY AS SELF-CENCORSHIP
• Books are repositories of ideas, ideas that can be read
and considered with limited outside influence or official
supervision.
• Reasons why some books were banned:
• To protect children
› These books have all been at the heart of controversy
over their appropriates for children and youth to
read.
• Religion and politics
› Banned by governments , taken off shelves at
libraries, and removed from schools, these books
have been contested because of the way they
portray
religion or politics.
• Race and gender issues
› Racism or the treatment of women are the driving
forces behind having these books removed from
the public eye.
• Multiple reasons
› These books have been banned for many
different
reasons, usually including profanity, violence,
and
sexuality.
• Sex
› Perhaps the most popular reason a book is
banned or
challenged, the following books all portray
sexuality
in a way that has made some uncomfortable.
 TRENDS AND
CONVERGENCE IN BOOK
PUBLISHING
• The internet is changing the way books are
distributed and sold – e-publishing, e-books.
• Print on Demand
• E-Readers
• Agnostic Publishing
• Digital epistolary novel
 CONGLOMERATES IN THE BOOK
INDUSTRY:

• Conglomeration began to occur in the 1960s, driven in

part by the lucrative textbook business.
• Today, several international conglomerates target
different audiences with specific content; today’s
publishing business is less genteel than it was in the early
and mid-twentieth century.
 PRODUCTION AT A
UNIVERSITY PRESS
 Major success means selling several thousand
copies (far fewer than in the hardcover trade
area); success is often based on commanding
respect from academics who tell their students
and university libraries to buy copies.
 Editors rely on consultants who give them tips
about young academics (potential writers) whose
work seems promising; established academics
can’t meet the entire demand for scholarly work.
 Academic conferences are typically used to
publicize books; brochures are sent to scholars
who specialize in topics.

 ETHICAL PITFALLS IN BOOK
PUBLISHING.
• Ethical issues for authors include plagiarism—the
use of another person’s work without citing or
otherwise crediting the original author.
• Ethical issues for editors and literary agents
include stealing ideas from unknown authors and
assigning better known authors the job of turning
the ideas into books; sometimes unscrupulous
agents charge authors fees to represent them
but then don’t follow through.
 THE PLAYERS
• The Bookseller
- Chain and Mega stores.
• Chains such as MPH, Times, Popular, Thai Kuang, Borders are
sometimes small, mall-based outlets or;
• Mega stores are large bookstores that feature around 100,000
book titles and offer various amenities such as coffee bars and
live readings.

- Independent bookstores: booksellers not owned by a chain

and not part of a larger company. (sell only religious
books/health/children/self-help)
- Online Booksellers
THE PLAYERS

• The Reader
- Types of readers:
• Bibliophiles – Book lovers who consume 50 or more books
a year and devote time to reading that others might
spend socializing, watching TV, or surfing the Web.
• Casual readers - are those who enjoy reading but only
find the time to read a few books a year.
• Required readers – are those who only read what they
have to for their jobs or studies.
- Types of non-readers:
• Illiterates – are those who can’t read because they never
learned how.
• Aliterates – are those who are able to read but do not.
 CONCLUSION
 The book publishing industry demonstrates two of the six
trends currently operating to reshape media industries: the
blurring of media boundaries and digital convergence.
 A title that moves content across media boundaries is
typically presold (the publisher expects it will sell well to
specific audiences because it ties into material that is
already popular with the target audience; book lovers are
concerned about this process, because they fear it may
drive out other titles from the marketplace.
 The media literate person may well ask these questions
about the book industry:
 To what extent are the books that are getting most of the media attention today
generated as a result of an author or character’s popularity in another medium?
 Are we seeing an increase in cooperative activities between movie companies
and book publishers owned by the same conglomerate? That is, are movie
companies mostly using the publishers to sell books that publicize the movies, and
are book companies trying to come up with titles that can become films?
NEWSPAPERS
CHAPTER 4
 A BRIEF HISTORY OF NEWSPAPERS
• In oral cultures, town criers were the first deliverers of news. The town
crier was often a well-educated and respected member of the
community
who would read the news in front of a
tavern and then mail to doorpost.
• This is the derivation of the expression
posting a notice, and it is why so
many newspapers today are
called Post.
INTRODUCTION
 YELLOW JOURNALISM
 Yellow journalism or the yellow press is the use of sensational
headlines rather than factual news to capture reader’s attention.
Reaching readers by heavy uses of illustration, reliance on cartoon
and colour including exaggerations of news events, scandal-
mongering or sensationalism.
Between the era of yellow journalism and the coming of television
were a time of remarkable growth in the development of
newspapers.
Then the wire services has been internationalized. Newspapers
began consolidating into newspaper chains - papers in
different cities across country owned by a single company
Thus, nowadays our printed media or newspapers use the yellow
journalism in order to keep their readers.
 YELLOW
JOURNALISM
 NEWSPAPER AND THEIR
AUDIENCES
֎ Today’s newspapers are buffeted by technology and economic
change like on other traditional medium
֎People nowadays are more attached to gadgets such as
tablets and smartphones.
֎This has led to the decreasing number of the newspapers’
readers.
֎Newspaper in Malaysia is one of the main source of information
before and after Malaysia accept independence from British.
֎For example Utusan Malaysia faces the declining number of
audiences due to the technology changes.
 THE NEWSPAPERS AS AN
ADVERTISING MEDIUM
It can be devided into 5 types : Advantages of newspapers
 classified ads as advertising medium :
Spotlight ads Newspapers offer better
Bussiness cards ads demographics
Circular ads Newspaper is more
Display ads affordable
Newspaper reaches more
customers especially for
those who do not know how
to use internet such as
online newspaper.
SCOPE AND STRUCTURE OF THE
NEWSPAPERS INDUSTRIES
More than 9800 newspapers operation
in US
15% for dailies
77% for weeklies
8% for semi weeklies
In Malaysia, there is around 50 types of
newspapers including for all languages
such as Chinese,Malays,Tamil, and
English as Malaysia has many types of
races and languages.
 UNDERSTANDING TODAY’S
NEWSPAPER INDUSTRY
• The Owners
In US, 75-100 daily newspapers will change hand.
Eg in Malaysia owners of newspapers are NSTP, The Star, Utusan etc.

• The Newspapers
• Dailies : Harian Metro (xsabah/sarawak)
• National Dailies : Berita Harian, Utusan, NST, The Star
• Local Dailies : Melaka Hari Ini, Era Jaya, Kelantan Sinar, Utusan
Serawak, Borneo Post
• Weeklies : Mingguan Malaysia, Berita Minggu, Metro Ahad
• Special Interest Newspapers : Harakah, Perdana, Mingguan
Misteri, Utusan Jawi, Buletin UiTM/TNB/KWSP
 SUPPORT SERVICE

• Wire Services: The Associated Press (AP),

Agence France Press, Reuters, Bernama
and etc.
• Feature Syndicates: act as brokers for
newspaper feature items such as comic
strips and crossword puzzles. It also carries
columns by well-known writers.
 THE READER

• Different type of newspaper attract different types

of readers.

• Changing Patterns of Readership.

Internet news become much popular

• Young Readers
A lower readership among young people
Thank you..
Chapter 5
 MAGAZINES

• Magazine is a collection of reading matter, issued regularly.

Issued regularly means non-daily but at evenly spaced intervals such as
weekly, monthly, or quarterly.

• It is a periodical publication containing articles and illustrations,

covering a particular subject or area of interest. Generally
published on a regular schedule and contains wide range of
content.

• Word “magazine” refers to a collection/storage location. It is

financed by advertising, purchase price, prepaid subscriptions or
combination of three.
 THE BRIEF HISTORY OF
MAGAZINES

MAGAZINE EVOLUTION
• Stages of magazine evolution
• Elite stage: in which only the richest and best educated
members of population make use of them.
• Popular stage: in which truly mass audience takes
advantage of them.
• Specialized stage: in which they tend to demassify,
breaking up into segments for audience members with
diverse and specialized interest.
• The first magazine, ‘Edifying Monthly Discussion’
appeared in Germany in 1663.
 THE FIRST AMERICAN
MAGAZINES
• Magazines were a favorite medium off the British elite by the mid-
1700s.
• In 1741 Andrew Bradford released American Magazine
and three days after that, Benjamin Franklin released
General Magazine. Both productions were collections of
essays on literacy and newsworthy items of the day. Both of
the magazines failed because the general public saw it as
luxury item which most of them can’t afford.
• Sarah Josephine published a women’s magazine, a kind of a
specialized magazine in 1828 entitled Ladies Magazines.
• The first magazine to achieve a general interest of the mass
audience was The Saturday Evening Post. The magazine’s
success signaled the dawn of the age of the general interest
magazine and the golden age of the American magazines
that ran from 1885-1905. During this period, the number of
magazines published doubled, from 3500 to 7000. These
magazines became important in shaping public’s opinion and
providing a forum for the discussion of important ideas.
• In October 1893, Munsey’s Magazine was the first
magazine that started to reduce its price to 10 cents a
copy, and its annual subscription fee from $3 to $1. Soon
other magazines publishers were dropping their price too
because this way make sure that more people could
afford the magazines and therefore tripled the sized of
the magazine-reading public. In short, the lower cost of
the magazines means wider circulation.
• Another thing that also contributed to the mass
circulation was the article that caught the imagination of
the public. At the beginning of the 20th century,
magazine got serious about crusading (a fight for
something you believe is right) for social reform thus led
to the new movement known as muckraking
(investigative journalism conducted with the goal of
bringing about social reform).
 MASS CIRCULATION
MAGAZINES
• With the muckrakers, the age of the great mass circulation
magazines had begun. In the field of general interest
magazines grew to include:
- Cultural Magazines: covered all aspects of modern life;
they observed trends and reflected them back to their
readers. (Example: Vogue)
- Newsmagazines: Presented the news of the world in easy-
to-read, summarized format. (Example: Time).
- Digest: Material excerpted from other sources, including
books, newspapers, and other magazines. Digest are part of
along tradition of magazines borrowing content from other
sources. (Example: Reader’s Digest)
 ADAPTING TO THE NEW
• Magazines embraced/include computers
MEDIA
and the Internet with hundreds of
magazines covering these topics.
• Several computer magazines and
professional journals appeared on CD-
ROMs almost as soon as the technology
became available.
• So far, the web version of the printed
magazines has tended to be supplements
rather than replacements, but there have
been some signs of change.
• The web versions enable them to get
necessary information faster.
 TYPES OF MAGAZINES

Magazines are generally classified as consumer, trade and

public relations.
• A) Consumer magazines
Are any magazines that advertise and report on consumer products
and the consumer lifestyle:
-Women’s (Wanita, Nona, Perempuan, Dara)
-Sports and Outdoors (Bolasepak, Sukan, Joran, Pancing)
-Hobbies (K-Compex, Roda2, Kereta)
-Entertainment (PC Gamers, Astro)
-Shelter (Impiana, Anjung Seri)
-Men’s (Maskulin, FHM, Men Health)
-Youth (Cleo, Seventeenth, Mangga)
-Political (Massa, Al-Islam, Times, Newsweek)
-Ethnic (Feng Shui, Silat)
-Regional (KL-UE)
• B) Trade Magazines
Those that focus on a particular business and usually essential reading for
people in that business. (Usahawan, Pertanian)
• C) Public Relations Magazines: Magazines produced with the objective of
making their parent organizations look gook.
(example: Westminster Network)
• D) Other Types: Journals, Comic Books, and Zines.
• Professional journals are periodicals that doctors, lawyers and engineers, and
other professionals rely on for the latest research and information in their fields.
Professional journals often do not accept ads because they don’t want to
compromise their credibility in the eyes of their readers.
• Comic Books (Pendekar Laut, Spiderman)
 TRENDS AND CONVERGENCE
IN MAGAZINE PUBLISHING,
AND THE DIFFERENCES
• Online Magazines
PROS MAGAZINES CONS
• Volvo Magazine
Sensory Readers now expect (http://www.volvocars.com
Experience a full picture /nl-
Print be/naverkoop/accessoires/
Easy to Pay Limited Feedback my-volvo-magazine)
Yours Forever Can’t Keep Up • CLEO (http://cleo.com.my/)
Social Sharing and
Online Plagiarism
• GLAM (http://glam.my/)
Community
• Custom Magazines
Tracking and Shorten Attention
Analytics
Digital
Spans • Dara.com magazine
Higher Reader
• Mingguan Wanita
Engagement
Optimization Costs magazine
 MAGAZINE’S INFLUENCE AND
EFFECTS TO YOUTH

• Help develop awareness about society and the world. With news channels,
magazines, social networking sites blaring about world happenings, teens can
realize that there is more to the world than just what is happening in the ‘hood.
• Help develop social skills. Media gives them the chance to groom their social
skills. It also gives them the chance to expand their social circle and develop
new friendships.
• Inspire them. When your teen watches an action flick, don’t just despair about
the violence. Teenagers look up to celebrities, and when a celebrity tells them to
stay off drugs, they just might listen.
 MAGAZINE’S INFLUENCE
AND EFFECTS TO YOUTH

• Distorted body image. Thanks to Photoshop, the standard of beauty has

become impossible to achieve and these images are everywhere. This has led
to distorted body image among a number of teenagers.
• Making violence normal. The amount of violence in video games and movies
today is scary, and teenagers spend several hours every day watching these
scenes of gore. Violence has become their reality. Many teenagers are
unable to distinguish between reality and fantasy.
 THE PLAYERS
1) The Publishers
• Entrepreneurs: Individual Risk Takers
The publisher is often the magazine’s founder. The founder’s first task is to
decide on a focus and the target audience for the publication. Both of these
should be expressible in a mission statement, which is the brief accounting of
how the magazine will be unique and what will make it successful.
• Celebrity publishers.
A recent trend in publishing has been for the celebrities to found magazines,
usually with the backing of a well-established magazine corporation. Example:
Martha Stewart Living, Chef Wan, Anita Sarawak, Shiela Rusly.
• Corporate publishers
It’s a business venture put together by huge publishing conglomerates. By
holding different types of magazines gives the conglomerates economies of
scale at the same time that it spread their risks over several products.
• Sponsored Magazines
National Geographic is an example of sponsored magazines. This magazine
are publishes by associations (NGO). National Geographic society was formed
in 1888 to finance and promote explorations and adventures, but most people
join the society to get the magazines.
2) The Reader
Magazines have a healthy pass-
along circulation, which means that
several other people than the
original buyer or subscriber typically
read them. The industry says that
heavy magazine readers are likely
television viewer on average and
that the magazine readership,
unlike newspaper readership is
increasing.
Thank you
 FILM
CHAPTER 6
 A BRIEF HISTORY OF
MOVIES
• In 1860s, the early type of moving pictures was the peep
shows. It consisted of rolls of still pictures contained in a box
and hooked up to a crank, this was popular attractions at the
amusement parlor. When the viewer peered through a set of
eyeholes in the box and turned the crank, the picture
appeared to move, providing both entertainment.
• Edison’s designed the kinetograph, a camera to
take motion pictures, and kinetoscope, the
device to show them in 1889, using the flexible celluloid
camera film that George Eastman had invented the same
year.
• Edison’s kinetoscope was design along the same principles as
the earlier peep shows.
• Edison opened a kinetoscope parlor in New
York City in 1894. Edwin Porter made the Great
Train Robbery in 1903. Porter’s movie was the
first to use editing – cutting together various
shots – to tell a story, it was also the first
western, and the first movie to contain a
chase scene. The movie was about 12
minutes long.
• Edison was the first who came up with the
idea of projection movies to the public, and
because of those small theaters were develop
and they were called nickelodeons. They
were called nickelodeons because the
admission was a nickel (small) and Odeon
was the Greek word for (theater).
 THE TRUST
• Edison realizes the potential in movie
industry and gather the patent holders and
film producers of the United States and
France, and created an organization called
the Motion Picture Patent Company came
to be known as the Trust. Film producers
who were not willing to pay the Trust’s
patent use fees were simply not allowed to
make movies. IF they attempted to use a
camera, or film, the Trust would get a court
order to raid the studio and destroy the
equipment. The owner would then be
prosecuted for patent infringement. To
escape the Trust, filmmakers left the
industry’s center in New York City and to
Hollywood California. Hollywood continued
to be the center of the film industry, and by
1920s the studious were thriving.
 THE STAR SYSTEM

• The star system was created in the 1920s, when audiences

began to demand to see popular actors.
• To help guaranteed a box office success, studio executives
created stars by placing actors and actresses under contact
and promoting them heavily. One technique the studio used
to develop new talent and to increase profits and keep
factories busy was block booking. Under this system, the
owners of the independent theaters- those theaters not own
by the studios, were required to show movies with unknown
stars in order to get the movies with the establish stars. This
practice was combined with blind booking, in which
the studios forced theater owners to take their movies
without previewing them first. These practices enabled
studios to make money from what they called B movies,
which were low cost films whose actors were “stars in
training”.
 THE GOLDEN AGE
• The development of sound in 1930s marked the beginning of
the golden age of motion pictures.
• By 1927, enough theater were equipped by then that 20th Century
Fox Studios began to add sound to the newsreel, which showed news
events and items of special interest.
• Throughout the 1930s and 1940s, as the film industry thrived and
moviegoing become part of the American culture, the movies in turn
began to reflect that culture. During the 1930s, for example, gangster
films such as Little Caesar(1930) became popular, reflecting the
influence of organized crime during the prohibition era.. Other
popular movies, such as I am a Fugitive from a Chain Gang (1932),
dealt with economic conditions of the depression era.
 REACTING TO TV

• Color became standard, to gain advantage over

television’s black-and-white picture.
• Hollywood began to produce spectaculars, which were
high-budget films with lavish sets and costumes that often
had “a cast of thousands”.
• Other movies were produced with special gimmicks, such as
3-D effects that required special glasses that were given out
at the door, and Smell-o-Vision, which used fans and scent
liquids to waft odors into the theater.
• The theme of the movies changed as well, as they tried to
deal with topics that couldn’t be handled by television,
including sex, violence, and disturbing social issues.
 DIGITAL TECHNOLOGY
• In the early 1990s studios began to use computer for digital editing
and special effects. Disney’s Toy Story (1995) was the first
movie to be produced entirely on computers.
• In 1999, Star wars: The Phantom Menace was digitally
distributed to a few theaters.
• Digital projection offers big economics advantage for the studios.
Films copies cost around $1200 each, plus the cost of shipping them
to each of the world’s 150000 screens. Studios stand to save more
than $1 billion each year if they no longer have to copy and ship
films prints and can instead transmit them as electronic files through
the high-speed data links.
• The disadvantage of the digital technology is it makes it easy to
pirate films and distributes them illegally over the Internet.
• The movie companies try to avoid this kind of losses by devising a
method for encrypting DVDs and digital TV broadcasts so they
can’t be copied. They also brought law suit against file-sharing
services like Morpheus and Kazaa.
 GLOBAL DIMENSIONS
• The American film industry collects more than 80
percent of the world’s film revenues, although it
produces only around 15 percent of the world’s film.
Brazil, China and India are among many countries that
have thriving film industries. India produces more
movies than any other country, around 800 a year.
 THE PEOPLE IN THE
• The Producer
CREDITS
• The Executive producer finds the financing for the film
and puts the package together, including the story,
the script, the stars, and the director.
• The Line Producers, are sometimes called the
production managers do much of the actual day-to-
day work. The line producers in demand are those
who can complete films on time and within budget.
• The Director
Film is a directors’ medium. Directors provide the creative vision and
translate the written script into the finished product. They usually get
involved in the project early in the pre-production phase and
oversea everything in production and post-production.
During the production, directors set up shots and work closely with
the actors, using variety techniques to inspire their editors. At the
end of postproduction they deliver to the producer a director’s cut,
which represents the director’s creative vision and often disregards
commercial considerations.
• The Writer
The writer’s job is to turn idea into scripts.
Scripts today are often written by a
committee. One writer is brought in to spice
up the humor, another for the romance,
another to create strong female characters.
• The Star
Studios rely on the big
names to guarantee box
office success. Now the
studios no longer control
the star system. The artist’s
manager, agents, and the
artist themselves run the
system.
• The Editor
The editor’s work, essential to the creation of the film, is
invincible to most moviegoers. The editors chooses the
shots and places them in sequence. He or she creates
the rhythm of the film and the pace at which it moves.
Before the early 1991s, editors cut and glued films by
hand on a machine called the Moviola, which was
basically two reels on which film was spooled over a
small light so that the editor could view it as it was cut.
Most editing is now done on a computers on which
allow the editors to plan out the sequence of the film
digitally and minimizes the physical cutting and the
pasting of the film stock,
 CONTROVERSIES
EFFECTS OF MOVIE VIEWING
• Distortion of reality
• Violence
• Stereotyping

CENSORSHIP
• Movie ratings – the ratings were
established by the industry to
avoid government censorship.
Thank you
RADIO
CHAPTER 7
 A BRIEF HISTORY OF RADIO

EARLY DEVELOPMENT
• The era of electronic communications media
began in 1842 with Samuel Morse’s invention
of the telegraph, which was important
precursor to radio.
• By 1861 telegraph lines ran from coast to
coast in the United States, and by 1866 the
first transatlantic cable connected North
America to Europe. The telegraph
transformed the world of communication.
 HERTZ DISCOVERS
RADIO
• Because telegraph had its limitation,
WAVES
inventors strive to free these media from
the wires.
• Heinrich Hertz built on theories of scientist
who had studied electricity since the
Renaissance and used the word radio,
which has the same root as radius, to
denote the rays (waves) that supposedly
emanated in a circular pattern for an
electrical source.
• Today we measure the electrical
frequency in hertz in the inventor’s honor.
BY HEINRICH HERTZ
(WAVED)
 THE ELECTRICAL
REVOLUTION
• Scientists were improving their method of
sending electrical energy through the air.
They determined that there was an
electromagnetic spectrum, a range of
frequencies that could be used for
transmitting radio waves with electricity.
Waves could be sent out slowly at low
frequencies, or more quickly, at higher
frequencies.
 MARCONI DEVELOP
WIRELESS TELEGRAPHY
• Guglielmo Marconi developed wireless
telegraph. Marconi took his invention to
England, where he was able to register his
patent for radio as means of
communications. He sets up an
international corporation and began to
manufacture radio equipment to allow
ships at sea to keep in touch through
messages in Morse Code, a telegraph
code invented by Samuel Morse in which
each letter of the alphabet is represented
by a series of short and long impulses.
 DAVID SARNOFF’S
VISION
• David Sarnoff claimed that in 1915 he wrote a
memo to the management of Marconi, proposing
a plan to bring “music into the home by wireless”.
• What Sarnoff had envisioned was
broadcasting, using technology to
instantaneously reach
wide audience.
FESSENDEN ADDS VOICE
TO RADIO
• Fessenden made
the first wireless
voice transmission
in 1906 with special
high-frequency
generator that he
had designed.
 DE FOREST AND THE
AUDION TUBE
• Lee De Forest invented a
tube to pick up and
amplify radio signals in
1907. He called it an
Audion, although it is
better known today as the
vacuum tube, and it
became the basic
component of all early
radios. It improved and
amplified wireless signals.
 THE FIRST BROADCASTERS
• Frank Conrad was an engineer for the Westinghouse
in Pittsburg. He had built small transmitting stations in
his garage. He started broadcasting phonograph
records from his home equipment, and residents
wrote to him to request specific songs.
• Most radio station began as promotional vehicles for
companies like Westinghouse and for local stores
that wanted to sell radio receivers.
• AT&T believed that radio should be a type of telephone
service. This was the concept of toll broadcasting
instead of one person talking to another person, radio
would allow one person or organization to talk to the
masses.
WESTINGHOUSE IN
PITTSBURG
• In 1922, AT&T radio station in New York City started
to sell time to anyone who wanted to purchase it.
This was the concept of toll broadcasting; early
plan for radio revenue in which access to radio time
would be by fee.
• It would have to provide regular programming,
whether anyone showed up to pay the toll or not.
This type of scheduling became known as sustaining
programming, which is regular unsponsored
broadcast shows designed to maintain audience
contact until advertising can be sold for that time.
• Selling advertising space on regular programming
soon became the accepted means of supporting
the medium.
 THE RISE OF THE
BROADCAST NETWORK
• A broadcast network is a group of interconnected stations
that share programming. The term is also used to mean a
parent company that supplies that programming to stations.
Owned and operated stations (O&O) usually carry everything
that the network provides. Most of the stations in the network
are affiliates. A network affiliate is a local station that is not
owned by the network but does have a contractual
relationship network.
• The first radio network was born in 1923, when the AT&T
connected the stations in New York to its station in Boston.
AT&T created this network to make money, but its most
important effect was cultural rather than economic.
• There were two national networks at first, both owned by RCA
and both formed in 1926 as part of the National Broadcasting
Company (NBC).
• In 1927, William Paley bought a network
called the Columbia Broadcasting System
(CBS). Paley ran the network for 50 years.
• A coalition of independent stations, the Mutual
Broadcasting System, was begun in 1934.
Mutual served smaller stations that were not
affiliated with the major networks until 1998. The
American Broadcasting Company (ABC) was
created in the mid-1940s when the government
forced RCA to sell one of its networks. RCA sold
NBC Blue to a group of business people led by
Edward Noble. Until the 1950s, the big four radio
networks – NBC,CBS, ABC, and Mutual had an
oligopoly market.
 THE GOLDEN AGE OF RADIO

• The golden age of the radio lasted from the

1930s until after World War II, when the
television began to replace radio as the
primary medium of the mass
communication. Talk shows were broadcast
in the morning, soap operas in the afternoon,
and full range of programming in the
evening prime time such as musical shows,
comedy shows. Radio dramas, plays and
popular games shows.
 REACTING TO TV
• The rise of television in the 1950s caused a decline in
the radio networks’ usefulness as distributors of full
range of programming to stations. Three things helped
radio survive in the face of the onslaught of television’s
popularity: the rise of FM, the development of the
transistor, and the format programming.
• In the early days all radio used amplitude modulation
(AM), which tended to have static and poor sound
quality for music. A frequency modulation (FM) wave
creates its signal by modulating the speed (frequency)
at which the wave travels. (AM broadcasting works by
controlling the power of the wave. FM broadcasting
controls the frequency).
• A format is a consistent programming format that
creates a recognizable sound and personality of a
station. Music formats, for example, place a small
number of similar types of records in rotation for
multiple plays throughout the day. Station owners like
formats because they encourage listener loyalty.
Advertisers like them because they enable ads to
target audiences with specific need and buying habits.
Eg: Sinar FM (retro).
• Format programming was originated by Todd Storz, a
station owner in Omaha, Nebraska and Gordon
McLendon, the owner of KLIF, Dallas at around the
same time in 1949.Storz and McLendon wanted to instill
the same kind of loyalty in their radio listeners.
• Format programming led to the payola ( a practice in which
record companies paid radio station personnel to play certain
records ) scandals of the 1950s. During this time disc jockeys (DJs)
selected the limited number of records that would be played. The
DJs were much sought out by the recording companies, because
airplay was the primary form of promotions for recordings.. When
the record promoters began to pay DJs to play certain records the
practice became known as payola. When the practice became
public knowledge, a major scandal issued. Many DJs were fired,
congressional hearings were held, and the Communications Act of
1934 was amended to make practice illegal.

• Format radio also led to opportunities for women and ethnic

minorities. Sam Phillips started WHER in Holiday Inn in Memphis, with
women as producers, DJs, technicians, advertising salespeople,
and so on. The station was successful in that format for 16 years and
paved the way for new generation of women in broadcasting.
CONCENTRATION AND FRAGMENTATION

• The radio industry today is becoming

concentrated in terms of ownership at the
same time that it is becoming more
segmented in terms of audience.
 DIGITAL RADIO
Until 1990s, radio still worked mostly on the AM
technology of the 1920s and the FM technology
of the 1960s. In traditional analog radio, an
electronic waveform represents the sound on
the carrier waves. Such waveform carries static is
easily corrupted. In digital radio, transmitted
sounds are assigned numbers (digits) that result
in a crisp, clear signal. Digital radio is also able to
display information on a small screen of the
receiver, information such as channel number,
the format, and the title and performer of each
piece of music.
 UNDERSTANDING TODAY’S RADIO
INDUSTRY
FORMATS
• Dayparts
Dayparts are the time divisions radio stations make in
the day in order to determine programming. The
following is a typical breakdown of dayparts:
- Morning Drive Time 6:00 AM to 10:00 AM
- Midday 10:00 AM to 3:00 PM
- Afternoon Drive Time 3:00 PM to 7:00 PM
- Evening 7:00 PM to midnight
- Overnight Midnight to 6:00 AM
• Talk/News Format
Talk radio appeals especially to working-class and middle-class
adults over 35, many of whom appreciate the outspoken
opinions of the shows’ hosts.
• The Format Clock
Most radio programs lay out their formula in a graphic known
as a format clock, which looks like pie chart, with every aspect
of the programming hour shown. Radio programmers map out
every minute of the broadcast day, with the sole objective of
keeping the listener listening. The arrangement of all other
aspects of the format clock are as various as the number of
stations who use them.
• Ratings
Ratings are all-important to the radio stations managers. Poor
ratings necessitate changes, sometimes in format, sometimes
in personnel. Radio stations have to prove to their advertisers
how many and what types of people listening.
 THE AUDIENCE

• Today radio is portable, most listeners are

commuters, and prime time consists of the
morning and the afternoon drive time.
• Most listeners today don’t want to pay
attention to the radio; they want the station
to be dependable accompaniment to
other activities. Most listeners are loyal to
just one or three stations, and different
demographic groups have different
musical tastes.
RECORDINGS
 A BRIEF HISTORY OF
RECORDING
• A copyright is a legal right that
grants to the owner of a work
protection against unauthorized
copying.
• Format war occur when the
companies selling specific types of
recording and playback devices
try to put competing companies
with competing formats out of
business.
 THE EARLY RECORDING
TECHNOLOGY
• In 1877, Thomas Edison made the first
recording of a human voice using a
device he called a phonograph,
which is basically a metal cylinder, a
horn, and a hand crank.
• Edison’s phonograph used the basic
principles of analog recording. A
representation of the sound wave is stored
directly into the recording medium.
• In contrast, digital recording that we used
now in today’s Internet Downloads and Cds,
breaks the sound electronically and assigns
each note a numerical code based on a
series of 1s and 0s.
 AN INDUSTRY DEVELOPS
• Emile Berliner, patented a
device called the
gramophone. The
gramophone played a flat
disc with lateral grooves cut
on the one side. Berliner help
to set up Victor Talking
Machine Company.
• Soon both the gramophone and
phonograph begin the first format
war.
• The best selling model of record
player Victrola was introduced by
Victor Company in 1906.
• Finally Victrola won the contest
because
they were easier to mass produce
and less expensive than cylinders.
 THE FORMAT WARS INTENSIFY

Audio Formats
• Tapes – magnetic recording, in which the sound
information is encoded in metal particles on a strip of film,
had been around since the earliest days of sound
recordings.
• Sony’s Walkman portable audiocassette player introduced in
1979, became widely successful, and assure the popularity of
standard eight-millimeter cassette.
• When cassette tapes became popular, the RIAA began
lobbying for a royalty on blank tape as compensation for the
sales music producers believed they lost to unauthorized
copying.
 • Compact Discs
• 1983 the first compact discs (CDs) were
introduced. CDs are plastic discs with digitally
encoded music read by lasers.
This format revitalized the industry as many
music lovers replaced their collections of
analog vinyl discs and cassette tapes
with the better sound quality and
greater durability of the new
high-tech medium.
 • Music Downloading
• In the 1990s listeners began making copies of their CDs on
computers, and in 1999 a collage student named Shawn
Fanning developed Napster , the first successful free
file-sharing program. Fanning’s Website made use of MP3
technology, which consist of compressed digital audio files
that enable music to be downloaded from the Internet.
Napster was back as a legal, low-cost music downloading
service.
 THE PLAYER
• Artist and Repertoire (A&R) Executive : Special in the music
industry who discover and develop the groups and the
performers

• Producers : A producer a the person who oversees the

making of a master recording from start to finish,
including mixing and editing.

• Recording Artist : The most prominent member

of the team
 PROMOTION
• Radio play – radio play and sales determine placement on the
charts, so the promoter’s first job is to get a cut from the album
played on the radio stations.
• Store Sales – The chart also determined through record store sales.
Soundscan ( a point-of-sale computer system) is used to record the
bar codes scanned at the cash registers of thousands of stores.
• Press Coverage and Publicity
• Music Video and other Forms of Buzz – Radio stations are influenced
by sales figures and by the buzz about the video when determining
their playlists, and record stores will display a record more prominently
if it is hot on MTV and the radio.
Thank you