prequel: an ode to the iphone

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Prequel: An ode to the iPhone. The average attention span in 2012 - 8 seconds The average attention span in 2000 - 12 seconds The average attention span of a gold fish - 9 seconds Percent of teens who forget major details of close friends and relatives - 25 % - PowerPoint PPT Presentation


  • Prequel: An ode to the iPhone

  • The average attention span in 2012 - 8 secondsThe average attention span in 2000 - 12 secondsThe average attention span of a gold fish - 9 secondsPercent of teens who forget major details of close friends and relatives - 25 %Percent of people who forget their own birthdays from time to time - 7 %Average number of times per hour an office worker checks their email inbox - 30Average length watched of a single internet video - 2.7 minutes

  • Source: Harald Weinreich, Hartmut Obendorf, Eelco Herder, and Matthias Mayer: Not Quite the Average: An Empirical Study of Web Use, in the ACM Transactions on the Web, vol. 2, no. 1 (February 2008), article #5.Percent of page views that last less than 4 seconds: 17%Percent of page views that last more than 10 minutes: 4%Percent of words read on web pages with 111 words or less: 49%Percent of words read on an average (593 words) web page: 28%Users spend only 4.4 seconds more for each additional 100 words

  • Meet Mr. MediaMedia Ownership & YouWeek 3, MK120: Media, Communication, Society


    What does it mean toowninformation?

    Who are the big Media Companies, and do they still matter?

    Do we (consumers) really have a voice? If so, what does it sound like?

  • Digital DivideThe term digital divide refers to the gap between those people with effective access to digital and information technology, and those without access to it. It includes the imbalances in physical access to technology, as well as the imbalances in resources and skills needed to effectively participate as a digital citizen.

  • Participation GapDigital immigrants vs. Digital NativesIm a digital immigrant. I was not weaned on the web, nor coddled on a computer. Instead, I grew up in a highly centralized world where news and information were tightly controlled by a few proprietors, who deemed to tell us what we could and should know. Rupert Murdoch, 2005

  • Vs. Part OneFoundations of Media Ownership

  • How did we get here?

  • Mr. Media Grows

  • Who is Mr. Media?Can you name the 6 media conglomerates that own and operate over 75% of the mass media messages you see today?

  • Worlds Largest Media companies (total revenue in 2009)

    CompanyRevenue (in Billions)General Electric$157*Walt Disney Co.$36.1News Corporation$30.4Time Warner$26.8Viacom$13.6CBS$13

    * approx. 25 USbillion revenue from media ventures

    Table 1: Worlds Largest Media CompaniesSource: FreePress Ownership Chart:

  • How Do they Grow?

  • 1. Merge & Acquire1996 Congress passes Telecommunications Act.FCC continues to ease ownership regulations.

  • Merger Media

    Approximate number of daily newspapers in North America 1800Approximate number of magazines in North America11,000Approximate number of radio stations in North America11,000Approximate number of television stations in North America2,000Approximate number of book publishers in North America3,000Number of companies owning a controlling interest in the media listed above in 198450Number of companies owning a controlling interest in the media listed above in 1987 26Number of companies owning a controlling interest in the media listed above in 199610Number of companies owning a controlling interest in the media listed above in 20026

  • 2. Synergy & Branding

  • SynergyDefinition: refers to the dynamic in which components of a company work together to produce benefits that would be impossible for a single, separately operated unit of the company

  • BrandingIf a brand is associated with a quality or image that a consumer likes, the consumer tends to choose the branded version of a traditional product or to try a new product from the same brand

  • BrandingSpin offs: ESPN2, ESPNNews, ESPN ClassicPublication: ESPN, the magazineWeb site: espn.comRetail outlet: ESPN, the StoreSport-themed restaurant: The ESPN Zone

  • What is the resonance of Cokes Brand? What is its media strategy? Where do you see it?

  • What about Apple? Or Starbucks? Or others? What are their media platforms? How do they extend their reach?

  • 3. Globalization: Growth/Expansion Globally

    One product, that is adapted to be viewed in the following countries:

  • GlobalizationIndia, Sri Lanka, Bangladesh, Nepal, Pakistan, Japan, Brunei, South Korea, Philippines, Singapore, Taiwan, Thailand, Indonesia, Malaysia, Vietnam, Hong Kong, Papa New Guinea, Australia, New Zealand, Brazil, UK, Ireland, Austria, Germany, Switzerland, Belgium, France, Greece, Israel, Romania, 30 territories including: Russia, Middle East, Egypt, Faroe Islands, Liechtenstein, Malta, Moldova. AndSweden, Denmark, Norway, Finland, Italy, Bolivia, Caribbean, Central America, Colombia, Ecuador, Mexico, United States (select Hispanic markets) Venezuela, Argentina, Chile, Paraguay, Peru, Uruguay, Russia, many countries in Africaand on and on and on: totaling MTV being tailored for viewing in:

    164 Countries!Cultural imperialism

  • Lines from the films opening song (pre-alteration): Oh, I come from a land, From a faraway place, Where the caravan camels roam, Where they cut off your ear, If they dont like your face, Its Barbaric, but hey, its home.


    the General Electric Conundrum

  • General Electric owns these

  • And they also ownMilitary Production: Manufactures and maintains engines for the F-16 Fighter jet, Abrams tank, Apache helicopter, U2 Bomber, Unmanned Combat Air Vehicle (UCAV), A-10 aircraft, and numerous military equipment including planes, helicopters, tanks, and more. GE COMMERCIAL FINANCE GE HEALTHCARE GE ADVANCED MATERIALS GE INFRASTRUCTUREGE CONSUMER & INDUSTRIAL GE INSURANCEGE MONEY GE TRANSPORTATIONGE ENERGY

  • Part TwoMarkets vs. the Public Sphere

  • Is the media industry different than other Industries?

  • The Market Model societys needs can best be met through a relatively unregulated process of exchange based on the dynamics of supply and demand. This model treats the media like all other goods and services (Croteau & Hoynes,15).

  • media Markets promote _______________?EfficiencyResponsivenessFlexibilityinnovation

  • The Public Spheremedia are more than simply profit-making components of large conglomerates. Instead, they are our primary information sources and storytellers (20).

  • Jurgen Habermas[his] model posits an open mass media system that is widely accessible. It argues that information should circulate freelyfundamentally the public sphere views people as citizens rather than consumers. Furthermore it contends media should serve these citizens rather than target potential consumers (20).

  • For the Public SphereMarkets are undemocraticMarkets reproduce inequalityMarkets are amoralMarkets do not necessarily meet social needsMarkets do not necessarily meet democratic needs

  • What is the Public Interest?

  • Market Whatever the public is interested in

    Sphere Media responsibility to.a. Promote diversity (Avoid homogenity)b. Provide Substance (w/out Elitism)

  • Which side do you fall on?The medias role in facilitating democracy and encouraging citizenship has always been in tension with its status as a profit making industry (38)

  • Part ThreeDestabilizing Ownership

  • Are these part of Mr. Media, or part of you?

  • Is he part of Mr. Media, or part of you?

  • 2006 Most Visited Site, USA

  • 2007 Most Visited Sites, US1. - Yahoo! Inc.2. - Google Inc.3. - News Corp.4. - Microsoft Corporation5. - eBay Inc.6. - Google Inc.7. - Facebook8. - Wikimedia Foundation9. - craigslist, inc.10. - Microsoft -, Inc.12. - Google Inc.13. - The Walt Disney Co.14. - Time Warner15. Microsoft Co.16. - Time Warner17. - Comcast Co.18. -, Inc.19. - Yahoo! Inc.20. Photobucket alexa, 2007

  • 2009 Most Visited Sites, USGoogle FacebookYahoo! MailMySpaceYahoo! YouTubeWindows Live MailMSNYahoo! SearcheBay GmailBing13. AOL Mail14. AOL15. Google Image Search16. My Yahoo! 17. Wikipedia 18. Amazon.com19. Yahoo! News20. Craig's List

  • 2012 Most Visited Sites, USGoogle YouTubeFacebookAmazonYahoo! TwitterMSNWikipediaWordpressMicrosoft

  • Is The Shallows right? Do you agree with it? What is the difference between Mass Media & New Media Structures for Marketing and Advertising?How will Filter Bubbles influence our future consumer habits?

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