N.L.S Zabrina & Ayu Ameera
Media Platforms and Industries I
TABLE OF CONTENTS
WEEK 1
Chapter 1: ‘Understanding Mass Media, Convergence, and the Importance of Media Literacy’ p.2
A. Introducing Media Convergence
B. Introducing Mass Communication
The Elements of Communication
Mass Communication Defined:
C. Mass Media and Convergence
D. Mass Media, Culture and Society
How Do We Use Media in Everyday Lives?
How Does Mass Media Influence Culture?
E. Media Literacy
Principles of Media Literacy
F. Media Literacy Tool
The Benefits of Media-Literate Perspective
WEEK 2
Chapter 3: ‘The Business of Media’ p.61
A. Identifying an Audience for Mass Media Content
Defining and Constructing a Target Audience
Creating Content to Attract Target Audiences
B. Determining a Genre for Mass Media Content
1. Entertainment
2. News
3. Information
4. Education
5. Advertising
C. Mixing Genres in a Convergent Media System
D. Production of Mass Media Content
Mass media production firm
E. Distribution of Mass Media Content
F. Exhibition of Mass Media Content
G. Finance Mass Media Content
Funding New Productions
Funding When Production is Already Complete
WEEK 3
Chapter 4: ‘Financing and Shaping the Media: Advertising, Public Relations, and Marketing
Communication’ p. 95
A. The Advertising Industry
An overview of the modern advertising industry
Production in the advertising industry
Distribution in the advertising industry
1
, N.L.S Zabrina & Ayu Ameera
Media Platforms and Industries I
Exhibition in the advertising industry
Determining an advertisement’s success
B. What is Public Relations?
The Public Relations Industry and Media
Productions in the public relations industry
Distribution in the public relations industry
Exhibition in public relations industry
C. The Rise of Marketing Communications
Branded marketing
Direct marketing
Relationship marketing
D. Advertising, Public Relations, and Convergence
E. Media Literacy Issues Related to Advertising
Advertising and Commercialism
Truth and hidden influence in public relations
Targeting by advertising and public relations firms
WEEK 4
Chapter 8: ‘The News Industry’ p. 226
A. The Development of the Newspaper
B. An Overview of the Contemporary Newspaper Industry
Daily Newspapers
Weekly Newspapers
The Variety of Newspapers
C. Financing the Newspaper Business
Advertising
Circulation
D. Production in the Newspaper Industry
Creating Newspaper Content
The Technology of Publishing the Paper
E. Distribution in the Newspaper Industry
Determining Where to Market the Newspaper
F. Exhibition in the Newspaper industry
Achieving Total Market Coverage
G. A Key Industry Issue: Building Readership
Building Print Readership
Building Digital Readership
H. The Future of Newspaper VS The Future of Journalism
I. Ethics and New Models of Journalism
WEEK 5
Chapter 9: ‘The Magazine Industry’ p. 256
A. The Development of Magazines
B. An Overview of the Modern Magazine Industry
Five Major Types of Magazines
Business-to-Business Magazines/Trade Magazines
Consumer Magazines
2
, N.L.S Zabrina & Ayu Ameera
Media Platforms and Industries I
Literary Reviews and Academic Journals
Newsletters
Comic Books
C. Financing Magazine Publishing
Controlled Circulation Magazines
Paid Circulation Magazines
Market Segmentation
D. Digital Circulation
E. Production in the Magazine Industry
Magazine Production Goals
Producing the Magazine as a Branded Event
F. Distribution in the Magazine Industry
G. Exhibition in the Magazine Industry
H. Media Ethics and the Magazine Industry
WEEK 6
Chapter 7: ‘The Book Industry’ p. 199
A. The History of the Book
B. The Book Industry Today
Educational and Professional Books
Consumer Books
C. Variety and Specializations in Book Industry
Financing Book Publishing
D. Production in the Book Publishing
Production in Trade Publishing
Production at a University Press
Book Production in the Electronic Age
Reducing the Risks of Failure During the Production Process
E. Distribution in the Book Industry
The Role of Wholesalers in the Distribution Process
Assessing a Title’s Popularity
F. Exhibition in the Book Publishing Industry
Exhibition of Consumer Books
Exhibition in Textbook Publishing
G. Convergence and Conglomeration in the Book Industry
H. Ethical Issues in Book Production
WEEKLY LITERATURE ASSIGNMENT SAMPLE ANSWERS
3
, N.L.S Zabrina & Ayu Ameera
Media Platforms and Industries I
WEEK 1
Chapter 1: ‘Understanding Mass Media, Convergence, and the Importance of Media Literacy’ p.2
A. Introducing Media Convergence
● Media: platforms or vehicles that industries have developed for the purpose of creating and
circulating messages.
● Convergence: when two or more things come together.
- It takes place when products linked to one medium show up in many media.
Moving products from one medium to another takes a lot of work because technology (the machinery
and materials) of the media industries were very different from one another.
Executives went from a specific medium to show their products to now showing their products
everywhere.
B. Introducing Mass Communication
Used to be:
● Mass communication means size and composition of the audience.
Now:
● Mass communication means access to huge masses of people, dispersed geographically,
anonymous to the companies.
● Industrial mass production process creates the potential for reaching millions of diverse,
anonymous people simultaneously. The industrial nature of this process distinguishes mass
communication.
The arrival of many channels (on multiple media) led to:
● Audience fragmentation: the process of dividing audience members into segments based on
background and lifestyle in order to send them messages targeted to their specific characteristics.
● Mass media audiences dispersed or broken up; from mass audiences to niche (specific)
audiences.
The Elements of Communication
● Communication: refers to people interacting in ways that at least one of the parties involved
understands as messages.
● Messages: collections of symbols (words, signs) that appear purposely organized (meaningful) to
those sending and receiving messages.
4
Media Platforms and Industries I
TABLE OF CONTENTS
WEEK 1
Chapter 1: ‘Understanding Mass Media, Convergence, and the Importance of Media Literacy’ p.2
A. Introducing Media Convergence
B. Introducing Mass Communication
The Elements of Communication
Mass Communication Defined:
C. Mass Media and Convergence
D. Mass Media, Culture and Society
How Do We Use Media in Everyday Lives?
How Does Mass Media Influence Culture?
E. Media Literacy
Principles of Media Literacy
F. Media Literacy Tool
The Benefits of Media-Literate Perspective
WEEK 2
Chapter 3: ‘The Business of Media’ p.61
A. Identifying an Audience for Mass Media Content
Defining and Constructing a Target Audience
Creating Content to Attract Target Audiences
B. Determining a Genre for Mass Media Content
1. Entertainment
2. News
3. Information
4. Education
5. Advertising
C. Mixing Genres in a Convergent Media System
D. Production of Mass Media Content
Mass media production firm
E. Distribution of Mass Media Content
F. Exhibition of Mass Media Content
G. Finance Mass Media Content
Funding New Productions
Funding When Production is Already Complete
WEEK 3
Chapter 4: ‘Financing and Shaping the Media: Advertising, Public Relations, and Marketing
Communication’ p. 95
A. The Advertising Industry
An overview of the modern advertising industry
Production in the advertising industry
Distribution in the advertising industry
1
, N.L.S Zabrina & Ayu Ameera
Media Platforms and Industries I
Exhibition in the advertising industry
Determining an advertisement’s success
B. What is Public Relations?
The Public Relations Industry and Media
Productions in the public relations industry
Distribution in the public relations industry
Exhibition in public relations industry
C. The Rise of Marketing Communications
Branded marketing
Direct marketing
Relationship marketing
D. Advertising, Public Relations, and Convergence
E. Media Literacy Issues Related to Advertising
Advertising and Commercialism
Truth and hidden influence in public relations
Targeting by advertising and public relations firms
WEEK 4
Chapter 8: ‘The News Industry’ p. 226
A. The Development of the Newspaper
B. An Overview of the Contemporary Newspaper Industry
Daily Newspapers
Weekly Newspapers
The Variety of Newspapers
C. Financing the Newspaper Business
Advertising
Circulation
D. Production in the Newspaper Industry
Creating Newspaper Content
The Technology of Publishing the Paper
E. Distribution in the Newspaper Industry
Determining Where to Market the Newspaper
F. Exhibition in the Newspaper industry
Achieving Total Market Coverage
G. A Key Industry Issue: Building Readership
Building Print Readership
Building Digital Readership
H. The Future of Newspaper VS The Future of Journalism
I. Ethics and New Models of Journalism
WEEK 5
Chapter 9: ‘The Magazine Industry’ p. 256
A. The Development of Magazines
B. An Overview of the Modern Magazine Industry
Five Major Types of Magazines
Business-to-Business Magazines/Trade Magazines
Consumer Magazines
2
, N.L.S Zabrina & Ayu Ameera
Media Platforms and Industries I
Literary Reviews and Academic Journals
Newsletters
Comic Books
C. Financing Magazine Publishing
Controlled Circulation Magazines
Paid Circulation Magazines
Market Segmentation
D. Digital Circulation
E. Production in the Magazine Industry
Magazine Production Goals
Producing the Magazine as a Branded Event
F. Distribution in the Magazine Industry
G. Exhibition in the Magazine Industry
H. Media Ethics and the Magazine Industry
WEEK 6
Chapter 7: ‘The Book Industry’ p. 199
A. The History of the Book
B. The Book Industry Today
Educational and Professional Books
Consumer Books
C. Variety and Specializations in Book Industry
Financing Book Publishing
D. Production in the Book Publishing
Production in Trade Publishing
Production at a University Press
Book Production in the Electronic Age
Reducing the Risks of Failure During the Production Process
E. Distribution in the Book Industry
The Role of Wholesalers in the Distribution Process
Assessing a Title’s Popularity
F. Exhibition in the Book Publishing Industry
Exhibition of Consumer Books
Exhibition in Textbook Publishing
G. Convergence and Conglomeration in the Book Industry
H. Ethical Issues in Book Production
WEEKLY LITERATURE ASSIGNMENT SAMPLE ANSWERS
3
, N.L.S Zabrina & Ayu Ameera
Media Platforms and Industries I
WEEK 1
Chapter 1: ‘Understanding Mass Media, Convergence, and the Importance of Media Literacy’ p.2
A. Introducing Media Convergence
● Media: platforms or vehicles that industries have developed for the purpose of creating and
circulating messages.
● Convergence: when two or more things come together.
- It takes place when products linked to one medium show up in many media.
Moving products from one medium to another takes a lot of work because technology (the machinery
and materials) of the media industries were very different from one another.
Executives went from a specific medium to show their products to now showing their products
everywhere.
B. Introducing Mass Communication
Used to be:
● Mass communication means size and composition of the audience.
Now:
● Mass communication means access to huge masses of people, dispersed geographically,
anonymous to the companies.
● Industrial mass production process creates the potential for reaching millions of diverse,
anonymous people simultaneously. The industrial nature of this process distinguishes mass
communication.
The arrival of many channels (on multiple media) led to:
● Audience fragmentation: the process of dividing audience members into segments based on
background and lifestyle in order to send them messages targeted to their specific characteristics.
● Mass media audiences dispersed or broken up; from mass audiences to niche (specific)
audiences.
The Elements of Communication
● Communication: refers to people interacting in ways that at least one of the parties involved
understands as messages.
● Messages: collections of symbols (words, signs) that appear purposely organized (meaningful) to
those sending and receiving messages.
4
