Ralph E. Hanson, Second Edition
HomeWeblogChaptersCh. 1: Living in a Media WorldCh. 2: The Media Business: Consolidation, Globalization, and the Long TailCh. 3: Mass Communication Effects: How Society and Media InteractCh. 4: Books: The Birth of the Mass MediaCh. 5: Magazines: The Power of Words and ImagesCh. 6: Newspapers: Reflection of a Democratic SocietyCh. 7: Sound: Music and Talk Across MediaCh. 8: Movies: Mass-Producing EntertainmentCh. 9: Television: Broadcast, Cable and BeyondCh. 10: The Internet: Mass Communication Gets PersonalCh. 11: Advertising: Selling a MessageCh. 12: Public Relations: Manufacturing the NewsCh. 13: Media Law: Free Speech and FairnessCh. 14: Media Ethics: Truthfulness, Fairness, and Standards of DecencyCh. 15: Global Media: Communication Around the WorldAbout the BookAbout the AuthorHelp
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Chapter 2: The Media Business

Exercises

1. The consolidation of large media corporations is viewed in two distinct manners. First, some believe that we now have more media options available than ever before due to this environment. Others look at consolidated ownership as a frightening trend, and worry about how a small number of corporations have a firm grasp on the media world. What is your opinion? Can you find a good example, either first-hand or through research, where this consolidated ownership has had a positive or negative effect?


2. Of the "Big Six" media corporations, which one do you find most interesting and why? What does this corporation do that makes it unique in comparison to the other five companies? What does the future appear to hold for this company?

3. In Chapter 2, we discussed short head and long tail media. The short head media are those media outlets distributing the popular, mainstream content, while long tail media are those smaller entities that provide specialized content, which in most cases can be seen as the opposite of mainstream. Look back over the last twenty-four hours of your media consumption. Where did the majority of your media come from; short head or long tail media outlets?

4. Some media critics worry about a few corporations, the Big Six, owning the majority of the media content in the United States, yet the focus is usually not on the groups controlling the media.

•  Consider the Source: Chapter 2 identified six groups that have ownership stakes in the mass media. Consider the sources: advertisers, government, special interest groups, news sources, and audiences. Who are these groups? Which of these six groups do you feel have the most control over the media? What role does each play?

•  Analyze & Reflect: How do these six groups control the media? How do these forces influence each other? Are these six groups equally in control?

•  Examine: Which of the Seven Truths might the controversies and issue of media control reflect? With the evolution of the modern media, which of these groups will be the dominant force in the next ten or twenty years? Is there one in particular that has an influence so strong that is should be watched or even government-regulated?

•  Conclude: In a day of your media consumption, which of these groups do you see, hear, or read about most prominently? Is there evidence of up-front and obvious control of the media, or do you feel that most of the control is asserted behind-the-scenes? How has this changed the way you think about or use media? Do you think more about control or content? Does the media reflect or drive culture?