Media Lecture Notes: 2.1 Mass Media Vs Personal Media

Media Lecture Notes
1. Introduction
Nowadays, the mediaa catchall term that encompasses the various ways in which entities
communicate with othersisnt just a convenience, its practically a necessity.
But the obvious conveniences of media also come with potential drawbacks. Mass media outlets can
efficiently communicate information to large groups of people, but can also mislead the public by
conveying certain perspectives while omitting others.
2. Types of Media
2.1 Mass Media vs Personal Media
Personal media is any form of media designed for use by a specific person, in contrast to mass media,
which is any form of media designed for use by large sets of people.
2.2 Web 2.0

The term Web 2.0 refers to a general trend of interactivity between users and a website. Examples
include social networking sites, video-sharing sites, wikis, and blogs.
3. The Role of Media in Society

The medias role in this society is fundamentally a function of how this society chooses to use the
media. Furthermore, the medias relationship with this society is both reflexive.
3.1 Self-Regulation: How the Media Watches Itself

A free media is by definition decentralized. While lacking a central authority that pre-approves content
and still needing to rectifying mistakesomissions or distortionsa free media resolves this paradox by
acting as a self-regulator.
Self-regulation is important because anyone in the media is capable of conveying bias; in lieu of
restricting content, a free media would be capable of policing itself.
3.2 Politics: Republic of Indonesia
The media plays an important role in politics. It can keep the powerful in check by making their actions
transparent. It also enables the powerful to get a general sense of the zeitgeist, public opinion.
The republics transition in Indonesia from an authoritarian system to a democratic one makes it an
excellent case study for the medias role in politics.
3.3 Education: Public Broadcasting Service
Public broadcastings independence from advertising revenue makes it less susceptible to the mass
market.
Critics of public broadcasting also say that it can too easily impose agendas on the public.
Lastly, public broadcastings reliance on public funds irks critics.
4. The Regulation, Deregulation and Ownership of Media

4.1 Regulation
Nations vary in the degree and scope to which they regulate the media.
Some regions of the world are already or are becoming more regulated:
In the European Union, lawmakers are poised to create a telecommunications regulator called
the Body of European Regulators of Electronic Communications.
In the Peoples Republic of China, policy changes by the government in the late 1970s had a
widespread and profound effect on most aspects of Chinese society, including the media.
4.2 Deregulation
Other areas of the world are seeing a decrease in regulation such as United States.
4.3 Ownership
Private media ownership has both positive and negative qualities.
The threat of losing market share to a competitor forces firms to put forth their best products.
Furthermore, large media firms achieve efficiencies due to economies of scale.
Lastly, the very fact that these firms are not owned by governments allows perspectives that dissent
from official sources to be shared.
On the other hand, private ownership leads to media firms placing profit above public interest. It can
also lead to cultural decay in that popular media can become homogenized.
Furthermore, private ownership often results in industry concentration.
4.4 Conflicts of Interest
Another one of the most ominous problems is that owners of media firms can experience conflicts of
interest. Major American news firms regularly experience political conflicts of interest.
Major media firms also experience conflicts of interest with respect to business.
Also, media firms can experience conflicts of interest with respect to ideology.
4.5 Net Neutrality
Net neutrality is a proposed principle fundamentally advocating that interactions over the Internet
should be between end-usersconsumers and websites, for exampleand not involve middle men
like network providers.
4.6 An Hourglass Market Structure
An hourglass-shaped media producer sector: with a small number of large often global and
conglomerate enterprises at one end and a very large number of local micro or small enterprises at the
other with a very thin middle.
5. Alternative Media
The mainstream media is more concentrated than ever. Alternative media is any source of information
that is neither widely produced nor consumed.
5.1 A Historical Overview of Alternative Media
The history of alternative media is as old as the media itself.
5.2 Alternative Media in the Present Day
The present-day alternative media is generally defined by its opposition to the mainstream media.
Alternative forms of media view themselves as necessary to present viewpoints other than those from
media sources controlled by governments or corporations.
The Internet is at the forefront of todays alternative media.
5.3 Expansion or Isolation?
While the proliferation has expanded the accessibility of the media as a whole, it has also led to greater
individual isolation.
6. The Business of Media

The business models of media are unique and diverse. There is no single method of operating in the
media industry; each firm can operate on its own business model.
6.1 Evaluating the Business of Media

There are many different ways to evaluate the media. Two of these perspectives are the market model
and the public sphere model.
Market Model
Its similar to most economic measures of firm, namely in its emphasis of profit analysis.
There are advantages to society if media firms operate as businesses, namely efficiency, responsiveness,
flexibility, and innovation.
However, the market model can be limited. Society as a whole has an interest which transcends profits.
Public Sphere Model
Profits cannot be the sole sign of a healthy media industry, and a slew of other public interest criteria,
like diversity and substance, need to be used to assess its health.
In the public sphere model, the media is evaluated by the extent to which the public interest is served.
6.2 Advertising
The media offers a service to consumers, such as entertainment or education. But it doesnt do this for
nothing; so-called free media often causes consumers to incur a cost in the form of advertising.
Advertising products to consumers has taken new forms recently:

Advertorials. News stories or editorials can sometimes be subtle product advertisements.
Advertainment. Some forms of entertainment aim to advertise a product.
Product placement. Some forms of entertainment that do not aim to advertise a product
can nevertheless contain advertisements for products.
Furthermore, the audience itself can become a product.
6.3 Trends in the Media Industry
The media industry as a whole has seen four broad developments:
1) Growth.
2) Integration.
3) Globalization.
4) Concentration.
7. Moral Dilemma: Security vs the Right to Know

Governments can claim the need to restrict information from the public in order to protect it. The
public can then counter that restriction of information inevitably leads to the curtailment of
rights. Obviously, there exists a tradeoff between the publics security and the publics right to know.
7.1 The Pentagon Papers

The release of the Pentagon Papers was a watershed moment in the history of media. In addition to its
implications about the worldwide Cold War.
The affair provided a vivid, real-world example of the philosophical questions regarding the balance
between a governments ability to provide security and a free societys right to information about that
government.
7.2 WikiLeaks
WikiLeaks has caused immense controversy and debate around the topic of freedom of speech and the
media.
The website is based on the premise that all governments should practice openness and
transparency. It functions through leaked information that can be passed to them by anyone and
through a variety of means.
WikiLeaks represents a step forward for the media and free speech but it faces a constant battle from
those who seek to shut it down. It puts into question whether there are any government secrets that are
better kept out of the public eye.
8. Conclusion
The media allows access to incredible amounts of information and continues to become very integral to
the lives of many people. Thats why as the world becomes more globalized.
Its important that media consumers not be passive; rather, they need to be constantly active.

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Media Lecture Notes

2.2 Web 2.0

3. The Role of Media in Society

3.1 Self-Regulation: How the Media Watches Itself

3.2 Politics: Republic of Indonesia

Lastly, public broadcastings reliance on public funds irks critics.

4. The Regulation, Deregulation and Ownership of Media

Private media ownership has both positive and negative qualities.

Furthermore, large media firms achieve efficiencies due to economies of scale.

Furthermore, private ownership often results in industry concentration.

4.4 Conflicts of Interest

4.5 Net Neutrality

4.6 An Hourglass Market Structure

5.1 A Historical Overview of Alternative Media

The history of alternative media is as old as the media itself.

5.2 Alternative Media in the Present Day

The Internet is at the forefront of todays alternative media.

5.3 Expansion or Isolation?

6. The Business of Media

6.1 Evaluating the Business of Media

Public Sphere Model

Advertising products to consumers has taken new forms recently:

Furthermore, the audience itself can become a product.

6.3 Trends in the Media Industry

The media industry as a whole has seen four broad developments:

7. Moral Dilemma: Security vs the Right to Know

7.1 The Pentagon Papers

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