Coming into this class I had seen several documentaries about mass media, corporations, anti-advertising groups and what-not. Although all of the films were interesting and informative, I was still confused about how it all tied together. This class has covered so much ground and has helped shape all that I’ve learned to be somewhat more cohesive. It is hard to focus on just one aspect of media, so I’d like to take a few minutes to write to everyone about a couple things I’ve learned in this class of mass communications and maybe spit some absurd opinion as well.
First I’d like to start with media ownership. Media consolidation brought forth by the Telecommunications Act of 1996 is huge. This is how the big 6 media conglomerates came into being. The big 6 mainly refers to television: GE, Time Warner, Disney, News Corp, CBS, and Viacom. This is important to know because it is an example of “ostensible diversity that conceals an actual uniformity.” Viewers may feel like they have a choice between 300 different channels, but each of the 300 are actually owned by one of the big six. This affects democracy because each owner is biased and will only report their bias. Not a good way to help the population make informed decisions, especially when it comes to politics. A good way to combat this is to get your news from various outlets. A shameless plug here but one good news source is brought to us by the Pacifica network, DemocracyNow! (I made a cameo appearance during the RNC!)
Conspiracy Theory Rock Mediaopoly Corruption
Second is advertising. From political to drugs to the newest cleaning products or car, everyone can agree that ads are tediously annoying. One of the most sickening things that I learned about political advertising and media outlets is the sadistic exchange of money between the two. Politicians pay media outlets for ad time, and in return media outlets make handsome campaign contributions so politicians will be more favorable toward them. I always knew something was wrong with that, but it took this class to help me see that more clearly, especially during this last election season. I urge people to look into how much campaign contributions were made by the auto and banking industries, but I digress. Advertising is all marketing, stealing the public’s attention long enough to instill the idea that one needs a particular product to be cool or fresh or to be the “hero.” Ah, the “hero.” I can’t help but try and determine who the hero is in every ad I consume.
Light Criticism
The Super Bowl is just around the corner. We all know that Super Bowl advertising is just as important as the big game, so here is an idea I’d like to market. Tired of missing all the Super Bowl action and advertising? Well now you don’t have to! Just buy the new Super Bowl catheter and colonoscopy bag! You won’t miss a second of the dizzying action!! Perhaps one of the big drug companies can help sponsor this one?
In conclusion, I leave this class with a better understanding of the media I love to both avoid and consume daily. There wasn’t a boring topic that we covered, just those I’d like to study further into. The future of the media industry will be interesting to observe as I partake in it during my everyday life.
On a side note, everyone should know this song.
Puzzling Evidence- from movie "True Stories"
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