BUSINESS STRAGEGIES AND INFLUENCE

[Changes in media structure bring about changes in media influence on society].

"Public space" (pp. 149-150)

Contemporary mass media influences by colonizing public space.

I. Social Influence

A. Commercialism and Materialism

captive audiences

saturation

blurring of advertising/content

sneak attack advertising

product placement

B. Promos and Brands

entertainment programs for children

C. Audience Fragmentation

narrowcasting/niche audience

"electronic equivalents of gated communities"--"small segments of society essentially talk only among themselves"

Summary of Social Influence, p. 192

II. Political Influence

Lobbying

Mickey Mouse and the Sonny Bono Copyright Extension Act

Digital Spectrum Give-away

Grass roots campaigns

BoycottCBS.com and the "Reagan Miniseries"

Campaign Contributions, p. 196

More lobbying: "The Revolving Door"

"The Great Health Care Reform Debate"

Agenda Setting

Rupert Murdoch's News Corp.

Clear Channel radio

Dixie Chicks

Howard Stern

Content

antidrug advertising / content of TV programs

movies and the military

Focus

" . . . the news media generally address people as consumers and spectators, not active citizens."

dramatic stories, especially scandal

negative stories

stories about events rather than issues

events have little context or history

stories about personalities rather than politics

stories catering to the investor class, the "insider"

stories about "the game" rather than the issues of politics

See pp. 207-208