Making Media Content: The Influence of Constituency Groups on Mass Media

by Fortunato,John A.

• ISBN13: 9780805847482
• ISBN10: 0805847480
• Edition: 1st
• Format: Hardcover
• Copyright: 2005-04-19
• Publisher: Routledge

Summary

Making Media Contentaddresses the development of media content and the various factors and constituencies that influence content, such as advertisers, corporate interests, owners, and advocacy groups. It examines the strategic decision-making of mass media organizations as they determine what content they present to their audiences through broadcast, publication, or electronic access. The work focuses on the internal and external influences on media content, laying out the various processes and opening up the topic for further consideration. This book will appeal to academics in mass media, especially those studying the relationship between mass media organizations and public relations, and advertisers. Practitioners of the media, public relations, and advertising fields would be interested because there are practical applications to their industries and explanations of the communication interactions between these groups.

Table of Contents

Preface	xi
About the Author	xv
Introduction	1	(14)
I: Media Powers
The Mass Media Responsibility	15	(10)
Marketplace of Ideas	19	(5)
Suggested Readings	24	(1)
Mass Media Use	25	(21)
Uses and Gratifications	26	(5)
Active Audience: Interpretation of Messages	31	(4)
Media Dependency	35	(1)
Individual Media Dependency	35	(2)
Factors of Individual Media Dependency	37	(3)
Organizational Media Dependency	40	(4)
Suggested Readings	44	(2)
Mass Media Selecting and Framing	46	(25)
Selection	48	(2)
Framing	50	(4)
Agenda Setting	54	(4)
Framing and Content Providers	58	(3)
Framing and the Audience	61	(3)
Theoretical Overview	64	(2)
Suggested Readings	66	(5)
II: The Internal Mass Media Organization
Establishing the Mass Media Organization: Routines, Branding, and Promotion	71	(21)
Media Routines: Allocation of Resources	74	(4)
Media Routines and Branding	78	(8)
Brand Communication and Promotion	86	(4)
Suggested Readings	90	(2)
Ownership	92	(23)
Concern of Corporate Ownership of Media Organizations	93	(2)
The Political Economy Approach to Mass Communication	95	(3)
No Concern of Corporate Ownership of Media Organizations	98	(5)
Diversity of Media Content	103	(4)
Recruitment and Socialization	107	(2)
Ownership and Promotion	109	(5)
Suggested Readings	114	(1)
Day-to-Day Decision Makers	115	(20)
Gatekeeping	118	(5)
The Hierarchy of the Gatekeeping Process: Practitioner Perspective	123	(5)
Dave Anderson and The New York Times	128	(2)
Internal Mass Media Summary	130	(1)
Suggested Readings	131	(4)
III: The External Mass Media Organization: Constituency Groups
Mass Media Organization Interaction With Content Providers	135	(26)
The Public Relations Function	136	(4)
Public Relations Practitioner Perspective	140	(5)
The Nature of the Interaction	145	(3)
The Nature of the Interaction: Sources	148	(4)
Government Sources	152	(3)
The Office of Global Communications	155	(2)
The Interaction Summary	157	(2)
Suggested Readings	159	(2)
Advertisers	161	(26)
The Advertising Function	163	(3)
Sponsorship and Product Placement	166	(7)
Advertiser Influence on Content	173	(12)
The Advertising Summary	185	(1)
Suggested Readings	186	(1)
Audience	187	(8)
The Audience Function in Relation to Content Providers and Advertisers	189	(5)
Suggested Readings	194	(1)
Conclusion	195	(10)
Basic Generalizations of the Mass Media Content Decision-Making Process	197	(3)
Process Suggestions	200	(5)
References	205	(18)
Author Index	223	(6)
Subject Index	229