History and Current Trends of History and Current Trends of the U.S. Media Systemthe U.S. Media System

Authoritarian PastAuthoritarian Past

• British Colonial era - king exerted great British Colonial era - king exerted great control over US publisherscontrol over US publishers

• Speaking or writing against the government Speaking or writing against the government (sedition) expressly forbidden.(sedition) expressly forbidden.

• Penalties: fines, destruction of facilities, Penalties: fines, destruction of facilities, imprisonmentimprisonment

• Forced to belong to guildsForced to belong to guilds

Libertarian ModelLibertarian Model

• Evolved soon after the revolution, Evolved soon after the revolution, independenceindependence

• Guarantees of free speech written into the Guarantees of free speech written into the constitutionconstitution

• Periodic blanket sedition laws prohibit free Periodic blanket sedition laws prohibit free speech (1798, WWI). “Loose lips sink speech (1798, WWI). “Loose lips sink ships.”ships.”

• Today, subtle sedition pressures - any anti-Today, subtle sedition pressures - any anti-war talk considered un-Americanwar talk considered un-American

Print Media in the U.S.Print Media in the U.S.

• Generally free to print ‘what they want’Generally free to print ‘what they want’

• Political speech absolutely protectedPolitical speech absolutely protected

• Print - you can publish if you can afford toPrint - you can publish if you can afford to

• Only limits, constitutional, violations of Only limits, constitutional, violations of other laws: other laws: – defamation, national security, public safety, defamation, national security, public safety,

obscenity, privacy, copyright, deceptionobscenity, privacy, copyright, deception

• No licenses, no fees, few rulesNo licenses, no fees, few rules

BroadcastingBroadcasting

• NOT NOT cable, only broadcast television and cable, only broadcast television and radio stationsradio stations

• Cable and satellites considered Cable and satellites considered NARROWCASTINGNARROWCASTING

• Greater scrutiny for broadcasters as Greater scrutiny for broadcasters as anyoneanyone can receive their signalcan receive their signal

• Narrowcasters exempt as reception is Narrowcasters exempt as reception is agreed upon and paid for (subscription)agreed upon and paid for (subscription)

Early BroadcastingEarly Broadcasting

• 1920s - AM spectrum congested, much 1920s - AM spectrum congested, much interferenceinterference

• Freelancers, hobbyists, government, Freelancers, hobbyists, government, merchants, mariners, commercemerchants, mariners, commerce

• Unorganized, cacophonousUnorganized, cacophonous

• ““Radio spectrum is a limited resource, Radio spectrum is a limited resource, therefore…”therefore…”

The Trusteeship TheoryThe Trusteeship Theory• Of broadcast regulation emergedOf broadcast regulation emerged

• FRC 1927, FCC in 1934FRC 1927, FCC in 1934

• Because signals are available to anyone Because signals are available to anyone with a legitimate receiver:with a legitimate receiver:– Airwaves belong to the public (like national Airwaves belong to the public (like national

parks)parks)– Operators must be licensed to operateOperators must be licensed to operate– Broadcasters must operate in the public interest, Broadcasters must operate in the public interest,

convenience & necessityconvenience & necessity– An informed electorate important to democracyAn informed electorate important to democracy

The Trusteeship TheoryThe Trusteeship Theory

• Implications:Implications:

• Stations must prove public serviceStations must prove public service

• Must keep a public fileMust keep a public file

• Must hire fairlyMust hire fairly

• Must work to keep public informed Must work to keep public informed (democratic ideals)(democratic ideals)

DeregulationDeregulation• Carter & Reagan administrations Carter & Reagan administrations

• Move toward Marketplace Model of media Move toward Marketplace Model of media operation and ownershipoperation and ownership

• Let the market decide - little other need to Let the market decide - little other need to verify “public service” aspect of mediaverify “public service” aspect of media

• No limits on advertisingNo limits on advertising

• Looser interpretation of indecencyLooser interpretation of indecency

• Looser ownership rulesLooser ownership rules

DeregulationDeregulation• Stations now strictly commoditiesStations now strictly commodities

• Decline in journalism, public service, Decline in journalism, public service, community servicecommunity service

• Today: Today:

• Few public service requirementsFew public service requirements

• Marketplace rules dominateMarketplace rules dominate

• FCC still oversees broadcastingFCC still oversees broadcasting

• Stations still licensed - few major Stations still licensed - few major consequencesconsequences

NarrowcastingNarrowcasting

• Rules much less stringentRules much less stringent• Because of mode of delivery - you pay for itBecause of mode of delivery - you pay for it• Satellites at a disadvantage, can’t carry Satellites at a disadvantage, can’t carry

local channelslocal channels

Major Trends in US MediaMajor Trends in US Media1) Deregulation1) Deregulation

• Marketplace rules! Bottom line matter mostMarketplace rules! Bottom line matter most• Less oversightLess oversight• More freedomMore freedom• Less responsibilityLess responsibility• Advertising dominates messageAdvertising dominates message• Consumption, image, sex, violence Consumption, image, sex, violence

dominant messagedominant message• Public service a thing of the pastPublic service a thing of the past

Major Trends in US MediaMajor Trends in US Media2) Conglomeration2) Conglomeration

• Trends of Control of Content and Trends of Control of Content and distributiondistribution

• Historical context:Historical context:– Early media independentEarly media independent– News separate from entertainmentNews separate from entertainment– Understood public responsibilities & dutiesUnderstood public responsibilities & duties

Major Trends in US MediaMajor Trends in US Media2) Conglomeration2) Conglomeration

Large international corporations own mediaLarge international corporations own media• Often non-mediaOften non-media• For-profit businesses w/little interest in For-profit businesses w/little interest in

democracydemocracy• Maximize shareholder profit at all costsMaximize shareholder profit at all costs• Less interest in fulfilling federal Less interest in fulfilling federal

expectationsexpectations• Conflict of interest? Can ABC cover Conflict of interest? Can ABC cover

Disney?Disney?

Major Trends in US MediaMajor Trends in US Media3) Concentration3) Concentration

• Few companies control all mediaFew companies control all media• Concentration ofConcentration of

– Financial controlFinancial control– Message controlMessage control

• Virtually all media outlets controlled by a Virtually all media outlets controlled by a few companiesfew companies

• Even cable ‘diversity’ a mythEven cable ‘diversity’ a myth• Limited number of messages get through, Limited number of messages get through,

those which enforce status quothose which enforce status quo

Major Trends in US MediaMajor Trends in US Media 3) Concentration 3) Concentration

• Conspiracy of the rich?Conspiracy of the rich?• Consistent messages?Consistent messages?• Erosion of democracy as a result?Erosion of democracy as a result?

• Examples?Examples?

Major Trends in US MediaMajor Trends in US Media4) Commercialization4) Commercialization

• Sole purposes of media: attract an audience Sole purposes of media: attract an audience for advertisers, maximize shareholder profitfor advertisers, maximize shareholder profit

• Sensational efforts to attract an audience Sensational efforts to attract an audience overrides common-sense and fairnessoverrides common-sense and fairness

• Defended by a ‘free-speech’ argumentDefended by a ‘free-speech’ argument

Major Trends in US MediaMajor Trends in US Media4) Commercialization4) Commercialization

• Cross-marketing of all things mediaCross-marketing of all things media• Roseanne produce by Buena Vista and distributed Roseanne produce by Buena Vista and distributed

by Disney on ABC, visits Disney World for by Disney on ABC, visits Disney World for Vacation. Vacation.

• Same for Regis and Kathie Lee/KellySame for Regis and Kathie Lee/Kelly• Blues Clues part of Disney Corp. - educational Blues Clues part of Disney Corp. - educational

video w/massive cross promotionvideo w/massive cross promotion• MTV promotes music video and movies from MTV promotes music video and movies from

parent company,while feigning objectivityparent company,while feigning objectivity

Major Trends in US MediaMajor Trends in US Media5) Demassification5) Demassification

• Audiences cut into smaller, more Audiences cut into smaller, more specialized piecesspecialized pieces

• Narrower contentNarrower content• Lack of common knowledge, common Lack of common knowledge, common

experienceexperience• Fractionalizing society into smaller Fractionalizing society into smaller

fragmentsfragments

Major Trends in US MediaMajor Trends in US Media6) Convergence6) Convergence

• Media continually blending - web, print, Media continually blending - web, print, radio, television, films all running togetherradio, television, films all running together

• All media must have other ‘outlets,’ MUST All media must have other ‘outlets,’ MUST have a web presencehave a web presence

• Demands of non-traditional media fall on Demands of non-traditional media fall on traditional mediatraditional media

• Benefits?Benefits?• Disadvantages?Disadvantages?

Major Trends in US MediaMajor Trends in US Media7) Globalization7) Globalization

• Media entities owned by multi-national Media entities owned by multi-national corporationscorporations

• Content designed for many cultures, Content designed for many cultures, worldwide distributionworldwide distribution

• Infringe on rights/sovereignty of some other Infringe on rights/sovereignty of some other countriescountries

• Cultural imperialism? Dilution/loss of Cultural imperialism? Dilution/loss of national identity? national identity?