2. A. Mass Media
Importance of Mass Media
Primary Mass Media
Mass Media Models
Economics of Mass Media
- Media Demassification
- Media Conglomeration
- Media Melding
Media Future: Mass Media
3. - is any transmission of information that reaches
large numbers of people, usually within a short time
frame, in a one-to-many communication flow. It can
also be referred to the process of mass
- the mass media are diversified media
technologies that are intended to reach a large
audience by mass communication.
Source: ScienceDaily, 2018
14. “ If you want to start a revolution, use a
radio. But, if you want to suppress one,
use television. Radio is hot, television is
- Marshall McLuhan
15. Hot & Cold are temperatures of different media. Each
media encourages different degrees of participation
from the viewer.
Hot media is well filled with
data from high quality sources.
It is considered high definition
and intensely engages a single
sense. Hot media presents
complete information and does
not leave much to be filled in
or completed by the audience.
Cold media provides less data
for the viewer. It is considered
low definition and loosely
engages multiple senses. Cold
media presents little
information and invites high
level of participation and
completion by audience.
16. HOT MEDIUM
o speech (orality)
o seminar, discussion
17. o Elitist: serious media content that advances social and
cultural is essential to society.
o Populists: mass media are at their best when they give
people what they want.
Battle between promoting social & cultural values vs.
providing contents that are geared toward the mass
18. Classic definition of Pull Media:
You, the consumer, steer. Pull media are passive,
they are there if you want them. Examples are
the traditional media, such as radio and
television, over which you have control to pull in
a message. You can turn them on or off. You can
pick up a newspaper, magazine or book and put it
down. You can go to a movie or not.
19. Classic definition of Push Media:
By contrast, push media propel messages at you
whether invited or not. An example would be a
recorded voice in a grocery store aisle that
encourages you to buy a certain brand of
cornflakes, as you pass by the cereals. Push media
are taking sophisticated forms on the web and new
technologies are making the media more pervasive
than ever. They are always on.
20. Based on primary use as media user and
o Information – Newspapers
o Entertainment – Movies, audio
21. o Content Distribution is the act of promoting
content to online audiences in multiple
media formats through various channels.
These channels can be categorized into three
groups: Owned, Earned, and Paid.
o Some media companies focus on “creating”
media content while some others, focus on
“distributing” the contents created by others.
22. Owned Content Distribution: This includes distributing
content to web properties that belong to you, like your
blog, email newsletter, social media, or microsite.
Earned Content Distribution: This is when third-parties
distribute your content or content about you through press
coverage, guest article contributions, retweets or shares,
or product reviews.
Paid Content Distribution: This is when you explicitly pay
for content distribution. Payment could take many forms,
but often works on a cost-per-click (CPC) model where the
owner of the content pays a certain amount every time
someone clicks through to view the content.
24. 1. Advertising support
advertisers pay for access to
movie makers use “product placement
to pick up advertising directly
26. Media Demassification or Media Fragmentation
refers to the breaking down of an industry,
specifically the media industry into smaller
titles. The media shifts their products to appeal
to certain audiences, and the largest audiences
27. Demassification started with the radio in the
1950’s. Because of the popularity of television,
radio stations had to target people through
their music preferences. This way, radio did not
Source: Vivian, John C. Media of Mass Communication, The (9th
Edition) (MyCommunicationLab Series). Boston: Allyn & Bacon,
28. A media conglomerate, media group, or media
institution is a company that owns numerous
companies involved in mass media enterprises, such
as television, radio, publishing, motion pictures,
theme parks, or the Internet. According to the
magazine Nation, "Media conglomerates strive for
policies that facilitate their control of the markets
around the world."
31. Simply, the integration of different media formats.
Digitization-process that compresses, stores and
transmits data like text, sound, video…
Intracorporate Synergy-TV networks that rely on
one another’s productions; joint ventures
between Hollywood film studios and TV
networks. Partners, not competitors.
What is Mass Media?, 2015, Retrieved at https://study.com/academy/lesson/what-is-mass-media-definition-types-
Media in Communication, 2017. Retrieved at https://www.slideshare.net/shwetha10/media-in-communication
Vivian, John C. Media of Mass Communication, The (9th Edition) (MyCommunicationLab Series). Boston: Allyn
& Bacon, 2008. Print.
Importance of Mass Media, 2015. Retrieved at http://esolz.net/mass-media-plays-a-crucial-role-in-influencing-
Push & Pull in Media, 2014. Retrieved at https://www.techopedia.com/definition/21548/push-media
Kuy, (n.d.) Lecture 1 PDF, Different Types of Communication Processes.
The Third Wave by Alvin Toffler, Ibid.
Hinweis der Redaktion
With the arrival however of new technologies and increased market segmentation, the power and influence of second wave media progressively diminished worldwide during the latter part of the 20th century. This was the observation of acclaimed social thinker, Alvin Toffler, who said:
"The demassification of the media de-massifies our minds as well. During the second wave era the continual pounding of the standardized imagery pumped out by the media created what critics called a "massive mind". Today, instead of masses of people all receiving the same messages, smaller de-massified groups receive and send large amounts of their own imagery to one another. As the entire society shifts toward Third Wave diversity, the new media reflect and accelerate the process.
This in part explains why opinions on everything from pop music to politics are becoming less uniform. Consensus shatters. On a personal level, we are all besieged and blitzed by fragments of imagery, contradictory or unrelated, that shake up our old ideas and come shooting at us in the form of broken or disembodied "blips". We live, in fact, in a "blip culture". (Source: The Third Wave by Alvin Toffler, Bantam Books, 1981 edition).
Media convergence is the merging of mass communication outlets – print, television, radio, the Internet along with portable and interactive technologies through various digital media platforms.Media convergence is the blending of multiple media forms into one platform for purposes of delivering a dynamic experience.