MMC 910 Journalism and Society

Session 11: Circulation, Ratings, and Survival

Tonight’s 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 pm

Don’t 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 weaknesses

Link the theory to current journalism that you read or follow – give examples

Use only short quotesPaper must be written essay style, maximum

2000 wordsInclude List of Works Consulted –

alphabetical by author’s last name. list of everything you refer to in your paper

Evaluating the ReportRubric for Report 20 points maximumTheory is described and analyzed for strengths and weaknesses

4

3 examples of today’s journalism described and evaluated in terms of theory

6 (2 per piece of journalism)

3-5 sources used to analyze theory and/or examples of journalism

4

Essay follows clear logical structure as per template

3

Grammar, spelling, proofreading are competent

2

List of Works Consulted follows Harvard style

1

Template for reportConstruction of Report 2000 words maximumOpening paragraph: introduces theory and briefly indicates direction of the report

150 words

Description and analysis of theory for strengths and weakness relating to today’s journalism; includes sources that contribute to analysis of theory

Several paragraphs : 300-500 words total

Description and analysis of 3 examples of today’s media – specific stories, not general coverage; includes sources that contribute to analysis of the media examples

Several paragraphs: 800-1000 words

Concluding analysis of theory as relating to the examples of today’s journalism – not repetition but moving beyond what has already been stated above

Several paragraphs: 300 – 500 words

Submit to Turnitin Email receipt along with report

Email as Word attachment Deadline 6pm Monday, April 23

Turnitin.com

www.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 public

paying 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 program

Films – paying audience/go to movies renting films buying films films on TV

Circulation, ratings, survival 3

Roger 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 reached

Circulation, ratings, survival 4

Spatial dimension of audience reach – location, regional, not national, or local; density desired

Time 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, media

Audience SelectivityBiocca’s five concepts Selectivity – don’t 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

doesn’t get into social media which came after 1989

Competition greatest among similar media/not across categories

Types of Media CompetitionPerfect – manyMonopolistic competition – many products,

each only from one firmOligopoly – only a few big firmsMonopoly – only one/gov’t 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

early

Editorial 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 you’ve studied; use examples from current journalism:

Being objective in journalism is impossibleSocial media has changed everything about

journalismThe print press can’t 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 section

10

Relevant examples of today’s journalism are used to back up the main argument of the essay

10 – at least 3 examples

5-7 sources are used to back up main argument and discussion of examples of journalism

10

Literature review covers subject 3

Grammar, spelling, proofreading are competent

3

In-text citations, References (only) follow Harvard style (no footnotes)

4

Template for Final EssayConstruction of Report 4000 words maximumOpening section: introduces topic/argument and briefly indicates direction of the report

Several paragraphs: 500-700 words

Literature review of relevant sources Several paragraphs: 500-800 words

Description and analysis of at least 3 examples from current journalism to develop the argument

Several paragraphs: 500 words per example/1500 words at least

Sources used as references discussed – they may be included in section above to analyze examples of journalism

Several paragraphs: 500-800 words

What does it all mean – final section Several paragraphs: 300-500 words

Submit First Draft to Turnitin Email receipt along with report

Email First Draft as Word attachment Deadline 6pm Monday, May 7

Draft will be returned by end of week; final version due May 30; June 15 if working with Karen

New Turnitin receipt required with Final Version

Topics 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, Shumaila

Team 2 Anni, Saloomeh/Team 3 Jaidaa, Karthik, Ali/

Presentation is on April 30

Schedule for rest of semesterWeek of April 23 – no class Monday or

WednesdayReport due April 23 by 6 pm – 10 am EDTDon’t forget to email Turnitin receipt alsoWork on final Essay

Monday, April 30 – discuss Week 11 readings; Team Presentations II

Monday, 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!