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
