MEDIA AND THEORIES

MA. Le Kim An Nhien

Media Types
Print Media (Magazines,
Newspapers)
Broadcast Media (TV, Radio)
Film
New Media
 Companies use advertising to
sell to us, but the way they
Product reach us is changing.
Advertising
Advertising has changed, as
technology and media have
allowed consumers to bypass
traditional advertising venues.
In the post-millennial society, synergistic
advertising practices ensure you are
receiving the same message from a variety
of sources and on a variety of platforms.
Homogenization and Fragmentation
(đồng nhất hóa và phân mảnh)

Despite the variety of media at hand, the mainstream news

and entertainment you enjoy are increasingly homogenized.

Different news outlets all tell the same stories, using the same
sources, resulting in the same message, presented with only
slight variations - McManus (1995) .
Simultaneously with this
homogenization among the major news
outlets, the opposite process is
occurring in the newer media streams.
With so many choices, people
increasingly customize their news
experience, minimizing their
opportunity to encounter information
that does not jive with their worldview
(Prior 2005).
 Global Implications
of Media and Technology

"Globalization"!

Technology “flattened” the globe and

contributed to our global economy - Thomas
Friedman (2005)
 Media globalization

is the worldwide integration of

media through the cross-cultural
exchange of ideas.
Multinational corporations are the primary
vehicle of media globalization
(Lyons,2005), and these corporations
control global mass-media content and
distribution (Compaine, 2005).
There are fewer independent news sources
as larger and larger conglomerates (công
ty hỗn hợp) develop.
Media Consolidation

is a process in which fewer and

fewer owners control the majority
of media outlets.
 Oligopoly

This creates an oligopoly (độc

quyền) in which a few firms
dominate the media marketplace.
Media consolidation dysfuntions:

First, consolidated media owes more to

its stockholders than to the public.
The few companies that control most
of the media
In an oligopoly there are fewer
incentives to innovate, improve
services, or decrease prices
Media forms would create a global village
(McLuhan 1964)

Technology really does offer a window into

the news of the world.

The exchange of technology from core

nations to peripheral and semi-peripheral
ones leads to a number of complex issues
Cultural and societal assumptions
and norms are being delivered
along with those high-speed wires
Cultural imperialism and the loss of
local culture, other problems come
with the benefits of a more
interconnected globe.
The societal risks of unfettered
information flow.

 Technological globalization

refers to the crosscultural

development and exchange of
technology.

 Technological globalization is
speeded in large part by
technological diffusion, the spread of
technology across borders.

 Rural and low-tech products can benefit

from new technological innovations, and
that, conversely, technologies like mobile
banking can aid those whose rural existence
consists of low-tech market vending.

The spread of technology within countries is

significantly slower among peripheral and
semi-peripheral nations.

In these countries, far fewer people have the

training and skills to take advantage of new
technology, let alone access it.

Technological access tends to be clustered

around urban areas and leaves out vast
swaths of peripheral-nation citizens.

The diffusion of information technologies has

the potential to resolve many global social
problems, it is often the population most in
need that is most affected by the digital
divide.