Media organisation Unit1

 UNIT 1

MASS MEDIA

Mass media is a term used to denote the section of the media specifically conceived and designed to reach a very large audience such as the population of a nation state. It was coined in the 1920s with the advent of nationwide radio networks, mass-circulation newspapers and magazines

Media (the plural of "medium") refers to those organized means of dissemination of fact, opinion, entertainment, and other information, such as newspapers, magazines, out-of-home advertising, cinema films, radio, television, the World Wide Web, books, CDs, DVDs, videocassettes, computer games and other forms of publishing .

ORGANISATION

n  An organization is a social arrangement which pursues collective goals, which controls its own performance, and which has a boundary separating it from its environment. The word itself is derived from the Greek word “organon” meaning tool.

n  "organization" is understood as planned, coordinated and purposeful action of human beings to construct or compile a common tangible or intangible product. This action is usually framed by formal membership and form (institutional rules).

Some views of organisation:

•     Organisation is a system of structures and function.

•     Organisation is structure in action over time.

•     Organisation is an input/output system.

•     Organisation is a cultural product.

•     Organisation is a processing system.

•     Organisation is a structure of sub-groups.

•     Organisation is an exchange agent with its environment.

MEDIA ORGANISATION

n  The organisation involved in production, distribution and exhibition of content through mass media constitute a media organisation

n  It could be film production unit, television production company, advertising agency, PR agency, News paper agency, television channels, web portals etc.

n  These organisations are mainly involved in producing content for their audiences.

Types of media

n  Based on technology

   electronic media, print media, new media

n  Based on reach

  National, regional, local

n  Based on function

  News, entertainment, advertising        

WHO CONTROLS MEDIA ORGANIZATION

n  Media owners

n  The state and the law

n  Self regulation by media

n  Economic determinants

n  Advertisers

n  Audience

n  Media personals

n  Media sources

MEDIA OWNERSHIP

n  Cross media ownership

    different media(TV + Radio + News paper) owned by one owner( Eg: sun network – sun TV, Suryan FM, Dinakaran, Kungumam.)

n  Horizontal concentration

    same media( Eg: news papers, magazines) owned by the same owner( Eg: times of india + economic times + navbharath  times etc.)

n   Vertical concentration

    Where ownership control various media institutions like production houses, channels and distribution channels( Zee TV, Zee Telefilms, Zee City-cable) 

ORGANIZATION DESIGN

   The term organizational design refers to the different parts of the organization and the separate elements that are brought together to create it, and considers how these fit together and ways in which they may be analyzed and improved.  The design aspects include how the organization is structured, the types and numbers of jobs, and the process and procedures used to:

n  handle and pass information.

n  Make decisions.

n  Produce results.

n  Manage quality.

n  Communicate information.

n  Plan, develop and manage resources.

n  handle crisis.

Internal Structure And Dynamics

  There are different sources of division within the boundaries of the organization.

n  One impact is the diversity of function like news, entertainment or advertising. Each section has different interests and they compete for status and finance.

n  Secondly, the personnel of M.O belong to different socio – economic backgrounds.

Media organizational relationship

  The M.O has some kind of relationship with the following

n  Society

n  With owners, suppliers and clients

n  Pressure groups (religious, political bodies)

n  Internal public

n  audience

MEDIA AS BUSINESS OR SOCIAL INSTITUTION

n  Utilitarian organizations aims to produce or provide material goods or services for financial ends

n  Normative organizations aims to advance some value or achieve a valued condition, based on the voluntary commitment of its participants.

Organization Structure

     

n  Structure refers to the way the organization is organized and in particular to the grouping of function and lines of communication and control.  It is the frame work which explain how an organizations resources are allocated and managed.  These are usually shown as lines on an organization chart, commonly called a ‘family tree’ or an ‘organ gram’.

n              This formal structure lays down who has the authority to make decisions and to whom individuals  report.  The informal structure is what happens in practice.  Individuals may sometimes bypass the person they are supposed to report to or vice versa.

n              The main purpose of the structure is to ensure that the organization is designed in the best way to achieve its goal and objectives. While structure exists in organization of all sizes, issues relating to its design become significant when a certain size and complexity are reached, this can happen even at a very early stage.

Purpose of the organization structure

n  To support the organizations strategy. 

n  To organize resources in the most efficient and effective way.

n  To provide for the effective division of tasks and accountabilities among individuals and groups. 

n  To ensure effective coordination of the organization’s activity and classify the decision making processes.

n  To enhance the clarity of the lines of communication up, down and across the organization.

n  To allow for the effective monitoring and review of the organization activities.

n  To provide mechanism for coping with change in markets products and the intervals external environment.

n  To facilitate the handling of crisis and problems.

n  To help to motivate, manage and give job satisfaction to individual members of the organization.

n  To provide for management succession.

Effects of poor organization structure:

•     Poor motivation and morale.

•     Ineffective decision – making

•     A lack of co-ordination and control.

•     No adherence to corporate objectives

•     Poor communication

•     Divisiveness & lack of co-ordination, with everyone trying to protect their own domains.

•     Higher costs and inefficiency

•     An ability to respond effectively to changing conditions or to innovate

•     Duplication of certain activities & possibly failure to undertake others.

•     Failure to provide suitable opportunities for the development of future manager.

Media organization levels of analysis:

            The main levels and associated sources of   influence are:

n  Supra national (international, multinational)

n  Society(Govt, social institution)

n  Media industry (competing media business)

n  Intra organizational (departments in organization)

n  Individual (role, social background, attitude, gender)

MEDIA AS BUSINESS

  Media organisations are established mainly to make money by the following ways:

n  Selling space and time

n  Through circulation and distribution

n  By creating content for media

n  Through advertisements and advertorials

n  By creating the advertisements itself

Media As Social Institution

n  The social institutional aspect of media is concerned with the distribution of power in society and the domination of certain interests over others. Clearly, the media are a major player in this ideological struggle.

n  Most critical communication theories are concerned with mass media primarily because of the media’s potential for disseminating dominant ideologies and theirs potential for expressing alternative and oppositional ones. For some critical theorists, media are part of a culture industry that literally creates symbols and images that can oppress marginalized groups.

OBJECTIVES OF MEDIA AS A SOCIAL INSTITUTION

n  Promoting national integration

n  Safeguarding citizens rights

n  Paying special attention to field of education

n  Contributing to the growth of agriculture

n  Providing environmental exposure

n  Adequate coverage to Rural development

n  Health and family welfare

n  Science and technology

n  Culture and heritage

n  Empowerment of marginalized communities

Media entrepreneurship

Media entrepreneurship is “the creation and ownership of a small enterprise or organization whose activity adds at least one voice or innovation to the media marketplace.”

The basic notion is that entrepreneurs entering media markets cause media innovation and ensure a diversity of viewpoints, a key element in the “marketplace of ideas.”

In measuring the incidence of media entrepreneurship, in comparison to other industries, media often enjoyed greater rates of entrepreneurship over time

Media Entrepreneurs

Media Entrepreneur	Organisation	Media Category
Radhika	Radaan Television	Production house
Kalanidhi Maran	Sun network	Television channels, News papers, Radio etc
Subhash Chandra	Zee Television	Television channels, Production house, News papers etc
Pranoy Roy	NDTV	News channels, Web portals etc
Jimmy wales	Wikimedia foundation	Free Encyclopedia

GREINER’S DEVELOPMENT MODEL OF A COMPANY

n  The growth phases model of Larry E. Greiner suggests that organizations go through 6 stages of growth and needs appropriate strategies and structures to cope. 

n  It is a descriptive framework that can be used to understand why certain management styles, organizational structures and coordination mechanisms work, and why some don't work at certain phases in the development of an organization. The 1972 Growth Phases model of Greiner describes five phases of organizational development and growth:

Greiner’S 6 phases of organizational development and growth:

n  1. Growth through creativity. Start-up company, entrepreneurial, informal communication, hard work and low earnings.

n  2. Growth through direction. Sustained growth, functional organization structure, accounting, capital management, incentives, budgets, standardized processes.

n  3. Growth through delegation. Decentralized organizational structure, operational and market level responsibility, profit centers, financial incentives, decision making is based on periodic reviews, top management acts by exception, formal communication.

n  4. Growth through coordination and monitoring. Formation of product groups, thorough review of formal planning, centralization of support functions, corporate staff oversees coordination, corporate capital expenditures, motivation through lower-level profit sharing.

n  5. Growth through collaboration. New evolutionary path, team action for problem solving, cross-functional task teams, decentralized support staff, matrix organization, simplified control mechanisms, team behavior education programs, advanced information systems, team incentives. More recently Greiner added a sixth phase to his Growth Phases model:

n   6. Growth through extra-organizational solutions (mergers, holdings, networks of organizations)

COMMUNICATION IN MEDIA ORGANIZATION

n  Vertical communication

                                    a) upward communication

                                    b) downward communication

n  Horizontal communication

n  Diagonal communication