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JMC 30 – Exam 3 Digital Media The Internet – a big pipe Thousands of computer networks o No one owns the internet o Created by the military/educators Global Completely different from traditional mass media Fastest growing media Shaped by the relationship of its users o Face book engrained in what we do on a daily basis Networking – not face to face What are Digital Media? Traditional o Print o Audio o Video Digital o All forms emerging communication media o Multimedia is media that combines text, graphics, sound and video Video games World wide web Streaming video MP3’s New Digital Communications Network Simultaneous sending and receiving of info Empowerment o Freedom from bureaucracy – getting the answer to ?’s o Freedom from geographical limitations India #1 off shore customer service to the U.S o Collaboration possibilities Living in Chicago, but sending music/work to Hollywood Interconnectivity – shared resources between television/print/internet o Redefines mass media industries During Katrina internet was used for information Text is #1 thing going through the internet Streaming = Connected Self Contained = Retained
Digital development Combining all digital communication services o National info infrastructure (NII) 1944 – always planning what is used to advance the web Guiding principles for the digital network o Built by private industry, not government o Full access for providers o Full access for consumers (every American should be able to receive some version of internet no matter where they live) – BIGGEST CHALLENGE Wider range wireless – covering towns with broadband wireless Media Evolution Digital media evolved from older forms o Interdependence Is print media dead? o Book sales continue to be healthy The new does not mean the end of the old o TV did not end radio or movie o Market adaption o Old media contribute to the new media Micropayments – instead of delivering newspaper to doorstep, get subscriber version on internet; 5 cents a day Media Convergence Convergence
o Nicholas Negroponte , MIT media lab (FIRST TO BELIEVE INTERNET WOULD BLOOM)
Believed in media convergence Media industries combining o Buying and selling each other Technologies merging Media and computers creating a new type Digital Media Competition Wealth of competing products o Blue Ray and HD DVD o Often confusing for consumers Economics, creativity and consumer demand o Irresistible forces for technological changes Pace of change
W3C – World Wide Web consortium; Tim Berners-Lee (work with) group = HTML specs (constantly evolving) IETF – Internet engineering (bandwidth/speed) o Task force = “The Pipe”—look at the pipe that deliver all the data ICANN – controversial; Internet corporation for assigning names and numbers = .com/.us/.edu Commerce, Entertainment, and Info Paying for the web o Internet service provider (ISP) America online, Comcast Promoting Commerce o Amazon.com/Ebay.com Accepting Advertising o Electronic buyer feedback o Ad robots o Search marketing – track buying patterns Providing Content o Wall Street Journal o Apple iTunes browser on device sends out internet address Name Server - Converts to IP address Web Server - holds pages sending info back to computer through internet using IP address page material returning on internet Content managed web pages instead of static web pages IP = internet protocol
Chasing Mobile Media Audience Internet and cell phones o The newest market Podcast Blogs Personal web pages Myspace/facebook Regulation and Intellectual Property Failed regulatory attempts o Communications Decency Act 1996 Supreme court struck it down Intellectual property o Creative works – photo shop picture; song recorded Unprotected on the internet Photoshop provides digital signature Owners of Web Content Already copyrighted material o Recordings, books, and movies o Easy, worldwide access a danger Digital Millennium Copyright Act (DMCA) o Passed by congress in 1998 o May not share copyright material on the net Napster, MP3 and Grokster o Napster found liable for copyright infringement o MP3 paid 70 million damages o Grokster settled w/RIAA and MPAA Darknets o File sharing outside of public view; password controlled – have to know someone to be allowed in! Internet Challenges Free Access o Spam Improved storage o Data compression o Improved servers Compatible Delivery
Advertising is not a medium o It finances the media o TV, radio, newspapers, magazines, and websites Early Ads 1 st^ newspaper classified ads o 1704 Penny press and advertising o 19 th^ century: “open” advertising policy o Patent medicines o “not responsible” Ladies Home Journal, 1887 o 1 st^ magazine to profit from ads o Led anti-patent medicine crusade Federal Trade Commission, 1914 o Regulates fair advertising Ads in Radio/TV 1 st^ radio ad o NY: 1922 (real estate) Radio heavily sponsored o Continuous reference to products o Large increase in sales for sponsors Same principle for TV o Inherited from radio o Sponsor-produced shows o Direct sponsorship = name in the title Advertising on the Internet Banner ads Pop-up ads Internet ads largely unsuccessful o Click through rate less than 1% In 2000 online ads reached $8 billion News ad formulas o “advertisements” Short movies o Viral marketing Word of mouth
How advertising works A change in the meaning o From “to take note” to “persuade” The rhetoric of democracy o Daniel J. Boorstin Common characteristics o Repetition o Advertising style o Ubiquity (it’s everywhere) – shaving into head o Attention grabbing Sex Achieve Escape Affiliation (#1) Dominate Feel safe Nurture Prominence Aesthetic sensations Guidance Attention Satisfy curiosity Aggress Autonomy physiological Finding Audience: Demographics Demographics o Age o Sex o Income level o Marital status o Geographical location o Occupation Audience analysis o Defining the audience o Who desires the product o Enough to make the ad worth the money spent Pros VS Cons of Advertising Cost of products o P: helps make goods available and lowers price o C: consumers pay for advertising Campaign ads; utilities Needs VS want o P: stimulates new products; consumers will not continue to buy an unsatisfactory product o C: people buy what’s not needed – dangerous products
Different media – different audiences Fierce competition o Competing claims Print advertising attack TV ads Times VS Newsweek Radio advertising attack print Local advertising o Most goes to newspaper o Local ad agencies o Local media ad services Ad rep forums o Localized national marketing Regulating advertising Federal trade commission, 1914 o Stop businesses that restrict competition, injure or deceive consumers o Can require corrective ad Food and Drug administration o Oversees claims that appear on food labels Federal Communications Commission (TV/Radio) o Misleading/tasteless ads Distilled Spirits Council o Hard liquor ads 1996 National advertising review council (NARC) o Hears Complaints Delivering New Markets American agencies make half the worlds ad dollars Expanding international markets Adapting to new technologies Shifting demographics o Surging Hispanic population Following the audience Public Relations Classic definition: creating an understanding for, or goodwill towards a company, person, or product Publics relations in ancient times o Feature of government o Statues, coins and stamps
Today’s public relations o Product of journalism o Early 20th^ century Corporate public relations The publicity bureau o 1 st^ publicity bureau, Boston 1900 o Railroads opposing regulation Ivy Lee and George F Parker o New York firm o Lee, former journalist Represented coal industry – unionized o Against workers Lee’s Declaration of Principals 1906 o Work done in the open o Supply news about businesses and public institutions o Honest and accurate Most famous clients o Pennsylvania Rail Road o John D. Rockefeller (hired Ivy Lee) Counterbalance to Ida Tarbell and bad press Corporate PR Lee’s model of corporate PR o In house PR department Growth off of in house PR o Corporate American telephone and telegraph Chicago Edison o Non-profits Government PR Committee on public information o WWI o George Creel Recruited journalists Edward L. Bernays o Blurred line between propaganda and publicity
Financial PR Information for business reporters o Access to management o Knowledge of the company o Rapid information o Ethical and Honest o News rather than “fluff” Bad financial PR o None of the public’s business o Can’t answer questions o Outside PR firms o No comment PR o No help Product PR Selling through PR – not advertising Cole co Industries, Inc. o Cabbage patch dolls, 1983 o Press parties o $500,000 PR (a bargain) Weiden and Kennedy o Tennis shoes o 2.5 shoe o Placement at Boston Marathon and March of Dimes o Worldwide news coverage
13. Social and Political Issues Early Media Effects Studies “Magic Bullet Theory” o Media ideas directly affect people’s behavior o Proven untrue David M. Potter o People of Plenty , 1954 o Advertising dominates our consumer society Marshall McLuhan o The Medium is the Message, 1960s o TV and the “global village” Media Effects Studies
Media Effects Research o Analyzes people’s use of media Media content Analysis o Examines media content The Payne Fund Studies, 1929 o One study focused on the effects of movies on children o Established “magic bullet” theory The Cantril Study o 1939, studied “War of the Worlds” radio broadcast o Contradicted Payne findings The Laswell Model o Who-says what-on which channel-to-whom-with what effect? Television and Children’s Behavior TV in the lives of children o 1961, widespread study of children’s TV viewing and use o Found different effects for different people TV and Social Behavior o 1971 government study o Violence and TV o Could not prove connection between violence on TV and violent behavior in children The Early Window o 1988, No one, single cause of any social behavior Children and TV Advertising Television advertising to Children o 1979 FTC report o Average child sees 20,000 ads a year o Average child sees 3 hours a week of TV ads o Many children do not distinguish between ads and programming o TV ads to children who cannot perceive intent is deceptive o Called for ban on ads for young children o By 6th^ grade, children have leaned “global distrust” of advertising Television and Violence Television and Behavior o 1982 National Institute of Mental Health o Compiled 2500 other TV studies o Direct correlation between TV violence and aggression o Cannot be predicted
Media slow to reflect evolving multiculturalism NY Times content analysis, 1934- o Nonwhites visible “in glimpses” o Minorities “outside” American Society Content analysis of network TV, 1994- o National Council of La Raza o Only 2 % of prime time characters Latino Gender Issues and the Mass Media Diverse lifestyles and American media o 1993 For Better or For Worse comic strip introduced gay character L.A. Law 1991; Ellen 1997 o Lesbian kisses on TV The New Yorker, 1996 o Men kissing on the cover Queer Eye for the Straight Guy 2003 o Possible indications of wider tolerance
14. Law and Regulation U .S. Co nstitution The First Amendment to the Constitution
o Congress shall make no law respecting an establishment of religion, or
prohibiting the free exercise thereof; or abridging the freedom of speech, or of
the press; or the right of the people peaceably to assemble, and to petition the
Government for a redress of grievances
The “fourth estate”
o The press as “tribune of the people”
o An extra constitutional branch of government
o Exposes public mismanagement
Government Attempts to Restrict Press
Alien and sedition laws, 1789
o Prohibited anti-government speech
o Expired in 1801
The espionage act of 1918
o Prohibited anti-war speech in WWI
The smith act of 1940
o WWII press censorship
HWAC and the permanent subcommittee on investigations
o House un-American activities committee
o Cold War congressional hearings
o Hunting for committees
o Discredited by news media
Prior Restraint – government blocking pre-published information
Near vs. Minnesota
o Saturday Post, 1931
o Printed names of Prohibition Violators
o State could not stop publication
The pentagon papers
o Time Magazines, 1971
o Printed classified Vietnam War documents
o Temporarily halted by court order
The progressive case
o The progressive magazine, 1979
o Article on how to make a hydrogen bomb
o Publication temporarily stopped
David Wright “Purse Snatching”
o Suspect was a minor
o Later cops asked for pictures after suspect was released
War Coverage
Grenda Invasion
o 1983, Press Blackout
o No access for 5 days
Gulf War
o 1991, press pools – group of journalists
o Blackouts
War in Afghanistan
o 2003, press pools
o Footage provided by military
Iraqi War
o 2003, “embedded” reporters
o More, but still limited access to the front lines
Patriot Act
Libel Definitions
To prove libel, must show that:
o Statement communicated to third party
o Subject easily identified in the statement
o Statement injured the subject’s reputation
o Publisher of the statement is at fault
Defenses for libel
o Truth
If it’s true, it’s not libel
o Qualified privilege
Information obtained in court or legislature
o Fair comment
Opinion/Commentary/Editorials are not libel
Libel Laws
The Sullivan Case, 1964
o Ad in New York times
o Sullivan wasn’t specifically named
o Sued, won at local level
o Supreme Court over timed
o Public officials must prove malice
Gertz vs. Robert Welch, 1974
o Editorial opinion is not libel
o Broadened to public figures
Media Law Resource Center
o Libel FAQ
