MMC 910 Journalism and Society

MMC 910 Journalism and SocietySession 11: Circulation, Ratings, and SurvivalTonights ProgramReminder about Report: Strengths and Weaknesses of one theory found in e-readings; link theory and practice; 200o wds; due Monday, April 23, by 6 pmDont forget to submit toTurnitin.comDiscuss Week 10 readings: Circulation, Ratings, and SurvivalDiscuss topics for final essayDiscuss topics for Presentation 2

Report due April 23 by emailTake one theory that we have covered this semester and discuss its strengths and weaknessesLink the theory to current journalism that you read or follow give examplesUse only short quotesPaper must be written essay style, maximum 2000 wordsInclude List of Works Consulted alphabetical by authors last name. list of everything you refer to in your paperEvaluating the ReportRubric for Report 20 points maximumTheory is described and analyzed for strengths and weaknesses43 examples of todays journalism described and evaluated in terms of theory6 (2 per piece of journalism)3-5 sources used to analyze theory and/or examples of journalism4Essay follows clear logical structure as per template3Grammar, spelling, proofreading are competent2List of Works Consulted follows Harvard style1Template for reportConstruction of Report2000 words maximumOpening paragraph: introduces theory and briefly indicates direction of the report150 wordsDescription and analysis of theory for strengths and weakness relating to todays journalism; includes sources that contribute to analysis of theorySeveral paragraphs : 300-500 words totalDescription and analysis of 3 examples of todays media specific stories, not general coverage; includes sources that contribute to analysis of the media examplesSeveral paragraphs: 800-1000 words Concluding analysis of theory as relating to the examples of todays journalism not repetition but moving beyond what has already been stated aboveSeveral paragraphs: 300 500 wordsSubmit to TurnitinEmail receipt along with reportEmail as Word attachmentDeadline 6pm Monday, April 23Turnitin.comwww.turnitin.com

Class ID: 5031097Enrolment password: MMC910

Circulation, ratings, survivalDennis McQuailNeed to know audience is quite new unites everyone in media and relates to advertisingHow much do we know about audience: does buying paper or tuning to TV program mean absorbing information?Concepts of reach: Print total reading publicpaying readersreading audience paper read by more than buyerinternal audience some parts only Circulation, ratings, survival 2TV /radio potential audience (own machine) regular audience intensity background or watching actual audience for a programFilms paying audience/go to movies renting films buying films films on TVCirculation, ratings, survival 3Roger Clausse model of audience receptionMessage offeredMessage receivable locationMessage received what was that ad about?Message registeredMessage internalized will lead to action

Target audience ideal group to be reachedCirculation, ratings, survival 4Spatial dimension of audience reach location, regional, not national, or local; density desiredTime dimension instant, daily, weekly, monthly Intensity of use varies in countries/habitsVariety of audiences gender, age, income, occupationMore choices means more selectivity of mediaInternal diversity like BBC, many types of programsExternal diversity Al Jazeera, Fox NewsTrend is to more specialized channels, mediaAudience SelectivityBioccas five concepts Selectivity dont watch everythingUtilitarianism satisfies a conscious/unconscious needIntentionality audience is activeResistance to influence viewer in controlInvolvement viewer arousal

Transnational audiencesMultilateral flow to many countries via networks like BBC, CNN, etc.National redistribution 0f foreign mediaBilateral spillover effect like US/Canada or Irish/British, India/Pakistan

Is there an international audience?Role of the MarketRobert C. PicardMedia industries operate in dual service markettheir own product + advertising Media sell audiences to advertisersGeographic markets not in small countries like UAEMedia competition: inscribed vs recordedMedia have various strengths Picard doesnt get into social media which came after 1989 Competition greatest among similar media/not across categoriesTypes of Media CompetitionPerfect manyMonopolistic competition many products, each only from one firmOligopoly only a few big firmsMonopoly only one/govt controlled

Concentration of ownership big media

Economics of AdvertisingGillian DoyleWhy advertising? Does advertising work for brands more than products?Advertising tries to inform and persuadeOligopolies limit competition, to keep out new playersBrand proliferation different prices, targetsHow to measure advertising?New media but Doyle writes in 2002/very earlyEditorial Independence? Michelle GrattanPiece from 1998 speech, revisedInteresting for implications, not relevant to GCC todayDemolishing walls between editorial and salesNews vs entertainmentShould media provide info no one wants to pay for?Decline in circulation of print newspapers, closingsFuture of print?Future of media?Topics for Final EssaySelect one of these and develop the argument using references and some of the theories youve studied; use examples from current journalism:Being objective in journalism is impossibleSocial media has changed everything about journalismThe print press cant survive beyond the 21st century There is no future for investigative journalismPress freedom is growing/or not growing worldwideTabloidization is taking over the media

Evaluating the Final EssayRubric for Final Essay 40 points maximumTopic and approach of essay are logically explained in opening section10Relevant examples of todays journalism are used to back up the main argument of the essay10 at least 3 examples5-7 sources are used to back up main argument and discussion of examples of journalism10Literature review covers subject3Grammar, spelling, proofreading are competent3In-text citations, References (only) follow Harvard style (no footnotes)4Template for Final EssayConstruction of Report4000 words maximumOpening section: introduces topic/argument and briefly indicates direction of the reportSeveral paragraphs: 500-700 wordsLiterature review of relevant sourcesSeveral paragraphs: 500-800 words Description and analysis of at least 3 examples from current journalism to develop the argumentSeveral paragraphs: 500 words per example/1500 words at leastSources used as references discussed they may be included in section above to analyze examples of journalismSeveral paragraphs: 500-800 wordsWhat does it all mean final sectionSeveral paragraphs: 300-500 wordsSubmit First Draft to TurnitinEmail receipt along with reportEmail First Draft as Word attachmentDeadline 6pm Monday, May 7Draft will be returned by end of week; final version due May 30; June 15 if working with KarenNew Turnitin receipt required with Final VersionTopics for Presentation IIWhat theories from after Midterm remain useful?

From Week 7 in Syllabus beginning with Ian Ward:

Team 1 Media and Market/Ethar, Anastasia, ShumailaTeam 2 Anni, Saloomeh/Team 3 Jaidaa, Karthik, Ali/

Presentation is on April 30Schedule for rest of semesterWeek of April 23 no class Monday or WednesdayReport due April 23 by 6 pm 10 am EDTDont forget to email Turnitin receipt alsoWork on final Essay Monday, April 30 discuss Week 11 readings; Team Presentations IIMonday, May 7 discuss Week 12 readingsMonday, May 14 - first draft of Essay due by 6 pm Monday; work with Karen on it

Coming UpMMC 911 meets in KV5 121 on Wednesday, April 18Online version of Field Trip Story 2 due before 6 pmTeam reports I on local version of international storyin class

Wednesday, May 2 Team Reports II on whatever you like

See you Wednesday!