Chapter 1- Role of Media in Culture
What is the role of media in a culture?
World views of Media
Three main types of media systems
1. Government owned:China , Saudi Arabia, Iran)
State-sponsored censorship, most often in undemocratic governments
2. Hybrid: PartialState(public)/Corporate (aka private): England, Japan, Canada
3. Corporate (private): US
also known as a Capitalist Society: an economic system in which the means of production and distribution are privately or corporately owned and development is proportionate to the accumulation and reinvestment of profits gained in a free market place.
- US has largest and wealthiest media system, aggressively for-profit
- First Amendment (1791)- government can’t make laws that abridge freedom of speech/religion/press
** In other words, the Bill of Rights said that the government can not censor a persons right to free speech.
**However, the first amendment doesn’t prevent businesses from censoring things.(first corporation 1800s)
Why is a mass communication important for democracy?
•Democracy is founded on the idea that people are rational creatures; that when people have access to information, they are best governed by themselves.
•Instead of rule by few, rule by many, but can’t have that if people aren’t informed.
Who rules in a democracy? Citizens
Citizens need to vote: they must stay informed in order to make decisions in your best interest
Conflict: Two View Points on the role of government and media companies
Libertarianism- self-ownership: refers to political philosophy maintaining that every person is the absolute owner of his own life and should be free to do whatever he wishes as long as he respects the liberty of others.
Authors of first amendment firmly believed that if every publisher where free to print precisely what he wanted to print; somehow the truth would emerge victorious
The responsibility of publisher was to tell it they way he saw it.
The responsibility of government was to leave publishers alone
Social Responsibility Theory
- American mass media must recognize their obligation to serve the public to be truthful, accurate and complete;
- to act as a forum for conflicting viewpoints; to provide meaningful background to the daily news
- Supporters believe that if media doesn’t voluntarily live up to their obligations, then they must be forced to so by the government.
Social responsibility theory is gaining popularity and influence, it is not yet established.
The American Mass media today are free- free to serve the public or not as they choose.
PERSONAL OPINION:
1. Which of these two philosophies do belief should be followed by the US government? Why?
2. Do you think theLibertarianism viewpoint is out-of-date? If so, why? If not, why not? Give examples
Media Literacy:
To better understand the media and become informed citizens
Because a democracy only works well if citizens participate and can evaluate the media messages they receive
In this class, I would you to try to strike a balance between the following two positions:
1. Taking a critical position:being able to develop knowledgeable interpretations and judgments of an issue
2. Tolerant of diverse forms of expressions:being able to appreciate the distinctive variety of cultural products and processes available in the US
OUTFOXED: Rupert Murdock’s War on Journalism
Background Information from the
web site
About Outfoxed
"Outfoxed" examines how media empires, led by Rupert Murdoch's Fox News, have been running a "race to the bottom" in television news. This film provides an in-depth look at Fox News and the dangers of ever-enlarging corporations taking control of the public's right to know.
The film explores Murdoch's burgeoning kingdom and the impact on society when a broad swath of media is controlled by one person.
Media experts, including Jeff Cohen (FAIR) Bob McChesney (Free Press), Chellie Pingree (Common Cause), Jeff Chester (Center for Digital Democracy) and David Brock (Media Matters) provide context and guidance for the story of Fox News and its effect on society.
This documentary also reveals the secrets of Former Fox news producers, reporters, bookers and writers who expose what it's like to work for Fox News. These former Fox employees talk about how they were forced to push a "right-wing" point of view or risk their jobs. Some have even chosen to remain anonymous in order to protect their current livelihoods. As one employee said "There's no sense of integrity as far as having a line that can't be crossed."
Director/Producer Robert Greenwald has produced and/or directed 53 television movies, miniseries and features. He is the director of Iraq for Sale: The War Profiteers, Wal-Mart: The High Cost of Low Price, Uncovered: The Iraq War and the Executive Producer of the UN series - Unprecedented, Uncovered and Unconstitutional. His new media company, Brave New Films, recently distributed The Big Buy: Tom DeLay's Stolen Congress and produced two new TV series - the “ACLU Freedom Files” and “The Sierra Club Chronicles” – which can be seen on Link TV and via the internet
The Film
According to the film Murdoch owns
9 satellite television stations
100 cable channels
175 newspapers
40 book imprints
40 television stations
Graphics:
My Media reaches US televisions networks reached: 280 million people
Asian Satellite network reaches300 million people
Cable channels reach300 million people
Magazines reach28 million people
According to article:
What is the first goal of a corporation?
To earn a profit
What are some things corporations do?
1. Create jobs
2. provide healthcare for employees
3. discover new medicines
4. make cool new clothes/ produce movies/ music /books/ magazines
But these goals are secondary/ who are corporations accountable to?
Shareholders
FILM
Techniques
1. Shut Up
2. Polling and Graphics
Fair and Balanced
American Flag- the Flag Pays
3. Fox News Alerts- creates urgency
4. Fox Slogans
Fox News. We Report. You Decide.
PERSONAL OPINION: Which techniques do like best, why?
Do you support the view points of the commentary people regarding the techniques used?
FILM
Commentary vs News
Blurs the lines
Talking Points
“Some People Say” – used to insert opinions vs. facts
Expert Opinion
Fox Liberals
Guest
POLLS
Politics
Economic Stories
What is the Fox Effect?
Who can explain the economics of scale?
The more you make a product, the cheaper it gets per item.
•Buying in bulk
•1,000 copies-- $2000 ($2 each)
•2,000 copies-- $2700
•5,000 copies-- $4200 (84 cents each)
How are TV and Radio different from print media?
•No variable cost associated with delivery, only fixed cost.
•Strongly motivated to increase the size of their audience.
Direct vs Indirect cost
•Direct payment- cable bill, magazine subscription
•Indirect- Buying a Hamburger at McDonalds- a portion goes to Advertising budget which in turn goes to media outlet
•1930s 72% of media support direct consumer
•Now- 75% is paid indirectly by consumers