The Twenty-First-Century Media Industry: Economic and Managerial Implications in the Age of New Media PDF
Preview The Twenty-First-Century Media Industry: Economic and Managerial Implications in the Age of New Media
T H E T W E N T Y - F I R S T - C E N T U R Y M E D I A I N D U S T R Y S N M TUDIES IN EW EDIA Series Editor: John Allen Hendricks, Stephen F. Austin State University This series aims to advance the theoretical and practical understanding of the emergence, adoption, and influence of new technologies. It provides a venue to explore how New Media technologies are changing the media landscape in the twenty-first century. TITLES IN SERIES: The Twenty-First-Century Media Industry: Economic and Managerial Implica- tions in the Age of New Media, edited by John Allen Hendricks T H E T W E N T Y - F I R S T - C E N T U R Y M E D I A I N D U S T R Y Economic and Managerial Implications in the Age of New Media Edited by John Allen Hendricks LEXINGTON BOOKS A Division of ROWMAN & LITTLEFIELD PUBLISHERS, INC. Lanham (cid:129) Boulder (cid:129) New York (cid:129) Toronto (cid:129) Plymouth, UK Published by Lexington Books A division of Rowman & Littlefield Publishers, Inc. A wholly owned subsidiary of The Rowman & Littlefield Publishing Group, Inc. 4501 Forbes Boulevard, Suite 200, Lanham, Maryland 20706 http://www.lexingtonbooks.com Estover Road, Plymouth PL6 7PY, United Kingdom Copyright © 2010 by Lexington Books Cover image copyright © 2010 by the National Association of Broadcasters. Used by permission. All rights reserved. No part of this book may be reproduced in any form or by any electronic or mechanical means, including information storage and retrieval systems, without written permission from the publisher, except by a reviewer who may quote passages in a review. British Library Cataloguing in Publication Information Available Library of Congress Cataloging-in-Publication Data The twenty-first-century media industry : economic and managerial implications in the age of new media / edited by John Allen Hendricks. p. cm. — (Studies in new media) Includes bibliographical references and index. ISBN 978-0-7391-4003-1 (cloth : alk. paper) — ISBN 978-0-7391-4005-5 (electronic) 1. Mass media—Technological innovations. 2. Digital media—Economic aspects. 3. Digital media—Social aspects. I. Hendricks, John Allen. P96.T42T89 2010 302.23—dc22 2010013283 (cid:2) ™ The paper used in this publication meets the minimum requirements of American National Standard for Information Sciences—Permanence of Paper for Printed Library Materials, ANSI/NISO Z39.48-1992. Printed in the United States of America As always, because of their continued love and support, my achievements are dedicated to Stacy, Abby, and Haydyn. Contents List of Figures and Tables ix Foreword by Alan B. Albarran xi Acknowledgments xiii Part I: Change: Technology, Economic Implications, and Consumer Behaviors 1 New Media: New Technology, New Ideas or New Headaches 3 Susan Smith and John Allen Hendricks 2 Media Management: The Changing Media Industry and Adaptability 23 Mary Jackson Pitts and Lily Zeng 3 DVRs and the Empowered Audience: A Transformative New Media Technology Takes Off 41 James R. Walker and Robert Bellamy 4 The Obstinate Audience Revisited: The Decline of Network Advertising 61 Douglas A. Ferguson 5 Going Viral: Mass Media Meets Innovation 81 Joan Van Tassel — vii — viii Contents Part II: Implications of New Media Technologies 6 The First Domino: The Recorded Music Industry and New Technology 109 Robert Bellamy and Robert Gross 7 Changes and Challenges in the Print Industry: The New Landscape of the Print Media 133 Steven Phipps 8 Challenges and Opportunities, New Models, and the Emergence of the Next Newsroom 149 Jen McClure 9 Broadcast and Cable on the Third Screen: Moving Television Content to Mobile Devices 173 Jennifer Meadows 10 How to Reach the Masses: Broadcasters’ Uses of the Internet and Cell Phones 191 Maria Williams-Hawkins 11 Making Money with Mobile 219 Maria Williams-Hawkins 12 Cinema in the Age of RWX Culture 235 Alexander Cohen 13 Local Market Radio: Programming and Operations in a New Media World 251 Tony R. DeMars Bibliography 269 Index 279 About the Editor 289 About the Contributors 291 Figures and Tables Figures 5.1. One-to-One: The Schramm-Osgood Model of Interpersonal Communication 83 5.2. One-to-Many/Few-to-Many: Schramm’s Model of Mass Communication 85 5.3. Exponential Connectivity of Networks 88 5.4. Mass Media and the Feedforward Path 88 5.5. Growth of the Internet 89 5.6. Individual Actions in MVC 92 5.7. Process of MVC, Initiated by a Message Generated by an Individual 94 5.8. Stages of the Individual Adoption of Innovation Process 95 5.9. Stages of Adoption Within a Population 95 5.10. Spikes and Chatter on Blogs 97 5.11. Theorized Model of Campaign Communication Mediation 98 5.12. Influence of Online News Use and Messaging Activity on Civic and Political Participation 99 8.1. 2009 Social Media Adoption Trends 164 8.2. 2009 Survey Findings 165 8.3. 2009 Survey Findings: Perceived Value of Social Media 165 8.4. 2009 Survey Findings: Perceived Value of Social Media 166 8.5. 2009 Survey Findings: Perceived Value of Social Media 166 9.1. Programming Path 177 — ix —
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